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Tesla’s innovation and resilience could see it through this rough patch

By Hamza Mudassir, Lecturer in Strategy, Cambridge Judge Business School

Tesla has come up against some major bumps in the road so far in 2024. Having been a leader in the electric vehicle (EV) market for years, the company has faced unprecedented challenges this year.

In a dramatic turn of events, Tesla temporarily lost its top position to BYD, a Chinese competitor. Tesla didn’t just lose its market lead; for the first time, it saw a decrease…

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