CC
They do have a market plan. To figure out how to produce cheap and reliable batteries for their vehicles. The monkey wrench in the electric car has been very expensive batteries with limited range.
Tesla wants to change that. But they have a lot of work to do before they can even dream of selling an electric car at a price that is competitive with an internal combustion engine car. Its an audacious gamble that could establish the company in the market or sink it for good.