yep - I think that is the problem. He has to push hard b/c if he did not the established companies would have crushed him by now. Slow growth wouldn't work. Its extremely difficult to gain traction in this industry today. He is also pushing the industry to change radically (and very quickly), challenging/threatening certain aspects that were considered staples (dealership model, the massive service revenue from frequent maint of ICE vehicles, parts etc ) -- this is a threat to the current status quo.