Can Tesla downshift from $130,000 SUVs to mass market electric cars?

After unveiling the luxury Model X, Elon Musk's company has a big challenge ahead as it aims for a bigger audience with its Model 3, promised for 2017

On 21 September, Tesla's chief executive and founder, Elon Musk, used all the tricks in his showman's book to launch the company's latest all-electric vehicle, the Model X, at the company's San Francisco Bay headquarters.

Tesla's mission, he said, is to "accelerate the advent of sustainable transport", hoping that the new SUV will help the company appeal to a wider audience of American motorists. But with a $130,000 price tag for the fully loaded version (and a base price of about $80,000), the Model X could end up having an awkward relationship with sustainability.