As a Tesla S owner, I was surprised by the battery-swap demo, because for me it addresses a non-issue. I can see where swaps may make sense in high density/use situations, such as car rentals or taxi companies. The biggest misconception about this car is that there is rampant "range anxiety" amongst owners. Once you have the car in normal use, it is the opposite; the car is fully charged every morning, and you just drive past gas stations all day long.
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