Tesla's long-delayed new Roadster, which has been in development for nearly nine years, could finally be unveiled. This electric sports car, integrating cold gas thrusters and space technology, is seen as a symbol of the accelerating convergence of Tesla (TSLA) and SpaceX's business domains, and may also serve as a key bet by Elon Musk to reignite market enthusiasm for Tesla.

On August 14, according to a report by The Information citing three sources, Tesla plans to unveil the new Roadster as early as this month, with the event tentatively set at SpaceX's testing facility in McGregor, Texas. The highlight of the launch is a limited-edition model developed jointly by Tesla and SpaceX, equipped with cold gas thrusters, which may include a flight demonstration. Due to the intense noise and vibration generated by the cold gas thrusters during operation, attendees will be required to maintain a distance of hundreds of yards from the vehicle. Additionally, the vehicle will not be piloted by a human driver but will be operated remotely and autonomously for the showcase.

Boosted by this news, Tesla's shares rose nearly 2% in pre-market trading. The launch comes at a time when the company's stock is under pressure, having declined by approximately 25% year-to-date, while the Nasdaq index has risen 15% over the same period. Whether the new Roadster can rekindle enthusiasm among core fans on an emotional level and signal to the outside world that Tesla remains committed to its core automotive business will be a key focus for the market.

How High Can the Roadster Fly with Cold Gas Thrusters?

According to the report citing sources, Tesla's initial demonstration plan for the Roadster was quite ambitious just months ago. At that time, the company planned to have the vehicle drive onto a magnetized, roller-coaster-like ramp, execute an inverted drive, self-right, and then hover in the air. However, after an internal preview for Musk, Tesla postponed and scaled back some elements. Musk himself has admitted to some employees in recent weeks that the demonstration is extremely challenging, noting that it "could go wrong, but it will be spectacular regardless."

It remains unclear whether Tesla will present the event as a live stream or a pre-recorded broadcast. Tesla and SpaceX have been closely collaborating on the Roadster's cold gas propulsion system since 2024, with participants including Bill Riley, SpaceX's Vice President of Starship Engineering. However, this project has not received significant resource allocation within SpaceX. According to the report citing a source, the Roadster project is currently being advanced by only a few SpaceX engineers working on it in their spare time.

From Lamborghini to the 'Blackbird,' Design Has Undergone Multiple Revisions

The Roadster's prolonged delay stems from repeated adjustments to its product positioning and technical direction. Since the prototype first debuted in 2017, the new Roadster has undergone several design iterations. In 2022, Tesla internally pursued two tracks simultaneously: one team proposed building the vehicle based on the Model S Plaid platform, while another advocated for a complete ground-up approach with an ultra-lightweight carbon fiber body to create a new supercar. Ultimately, Musk chose the latter, instructing the team to "either do it right or don't do it," meaning the Roadster would not reuse existing vehicle chassis.

To advance this plan, Tesla recruited several engineers from Italian luxury car manufacturers, including Stefan Nothdurfter, a former Lamborghini engineering director. The exterior design also went through multiple explorations. The team drew inspiration from the Lamborghini Countach and the Lockheed SR-71 "Blackbird" reconnaissance aircraft, with the latter even becoming the source of the project's internal code name, "A-71." According to the report citing sources, the final production design is relatively conservative, incorporating some design elements from the Countach. The standard and limited editions have similar appearances, both featuring butterfly doors and a two-seat layout, with a working prototype completed by the end of last year.

Not a Big Seller, but Potentially Valuable

From a commercial perspective, the Roadster is unlikely to become a major revenue driver for Tesla. The limited-edition model intended for the demonstration is not even road-legal, with an estimated price potentially reaching hundreds of thousands or even millions of dollars, positioning it as an extremely niche product. The standard version is also expected to be priced high, while the first-generation Roadster sold for around $100,000. According to the report citing sources, Tesla has even discussed internally allowing some die-hard fans to purchase a SpaceX-branded demonstration version of the vehicle through a program similar to Ferrari's XX Programme.

Therefore, the Roadster's true value may not lie in sales volume, but in its "story." It could serve as a concrete symbol of the further integration of Tesla and SpaceX's businesses. Last month, during Tesla's earnings call, Musk was evasive when faced with questions from Wall Street analysts about a potential merger of the two companies, only stating that such matters would require "proper procedures." Meanwhile, the two companies are collaborating on the Terafab chip manufacturing facility, a project that also involves Intel. As AI, chips, and robotics business boundaries continue to blur, the Roadster could become the most visually striking product carrier of this strategic convergence.

Deposits Paid in 2017, Vehicle Still Not Delivered

For those who placed deposits as early as 2017, the wait has stretched to nearly nine years. At that time, Tesla required a $50,000 deposit for the standard Roadster and a $250,000 deposit for the limited-edition "Founder's Series." Since then, Tesla has postponed the delivery timeline at least eight times. This prolonged wait is beginning to erode the patience of some reservation holders. Notable figures like YouTuber Marques Brownlee and OpenAI CEO Sam Altman have publicly announced order cancellations. Rick Bhowmick, an employee at a New York investment firm, reserved a Roadster in 2021, admitting that he has started to question the project's economic feasibility. "My hope is that either this thing really happens and I get the car of my dreams, or they cancel the project and give everyone their money back."

As of now, Tesla has not released a clear delivery timeline for the production version of the Roadster. For a vehicle that Musk has described as having the ambition to "redefine the sports car," the true test may not be whether it can fly, but whether it can ultimately be delivered to consumers.