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Pursuit Musk’s Agenda

Elon Musk is a busy man. From tunnelling deep underground to pioneering space travel, his projects are some of the most innovative on – and off – earth.



Owning an electric car was once thought to involve a certain level of compromise, but Musk completely transformed those outdated perceptions with Tesla. Created to help the world move towards a zero emission future, his cars, including the Model S, Model X and the forthcoming Model 3, break records in speed and safety, without guzzling gasoline. By 2018, the company is expected to be producing 500,000 vehicles a year.


original tesla roadster concept



One of Musk’s many goals is to enable life on other planets. Space X, which he launched in 2002, designs, manufactures and launches spacecraft, with this ambition in mind. Eight years after the launch, Space X became the only private company ever to return a spacecraft from low-Earth orbit, then earlier this year, achieved the first reflight of a rocket – a milestone in rocket reusability. Earlier this month, Musk revealed the Space X spacesuit to be worn by the company’s astronauts on its crewed flights, expected to take off as soon as next year.


Space x rocket launch



Originally set up by Musk’s cousins, sustainable energy company SolarCity has now been acquired by Tesla – making it the world’s only integrated sustainable energy company, which covers everything from rooftop solar panels to electric cars and batteries. The solar roof product generates energy from a rooftop that Musk promises is more durable than a normal roof, not to mention lower cost. The first installations took place this year – with Musk one of the first to get a Solar Roof on his own property.


solar panels on a roof



Boring by name, not so boring by nature. Inspired by Musk’s frustration with street-level traffic, the company envisages a future where large networks of low-cost underground tunnels will enable quick, quiet, weatherproof transportation by car across cities. Cars would sit atop electric skates, enabling speeds of up to 125mph and eliminating the possibility of human error. LA is widely rumoured to be the first city to benefit from Musk’s latest passion project.

Elon musk's boring company concept underground vehicle



Musk dreams big, and nowhere is this more apparent than at his upcoming Gigafactory, a sprawling battery plant in Nevada, which should be fully operational by 2020. At 4.9million square feet, there’s room for 100 Boeing 747s inside, but right now, the space is home to almost 3000 employees, who are helping to produce lithium-ion battery cells for both cars and homes. If Tesla is to achieve its ambitious plan to sell half a million Model 3s by next year, this factory will surely be the driving force.


Elon musk's gigafactory battery plant, Navada

Pursuit - An Online Journal

Ultimate Atlas

Celebrating the new golden age of exploration in yachting and luxury lifestyle, ULTIMATE ATLAS explores new frontiers and unchartered territories. Someone who is synonymous with pushing boundaries and achieving the seemingly impossible is Sir Richard Branson – who we are delighted to feature as this edition’s front cover personality. Sir Richard speaks to Ocean Independence about a project very close to his heart – Virgin Galactic – and bringing commercial space travel to the public.

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Pursuit - An Online Journal

Custom Life

CUSTOM LIFE looks at the past, present and future of customisation and features an exclusive interview with the legendary Giorgio Armani, exploring how his eponymous label has evolved from fashion house to lifestyle brand.

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Pursuit - An Online Journal

Ultimate Technology

Welcome to Ultimate Technology, the fourth edition of PURSUIT. Our featured partnership with Tesla was borne from a client event we hosted at the iconic Tesla Zurich showroom. With Tesla being synonymous with sustainable technology and the yachting industry making revolutionary advancements in this area, Elon Musk, Tesla’s founder and the world’s most electrifying and famous eco-entrepreneur, is the perfect choice for the front cover feature.

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Pursuit - An Online Journal

Ultimate Craft

This eighth edition of PURSUIT explores the ultimate in human creativity, passion, innovation and master craftsmanship, being led by new levels of personalisation in yacht commissions.

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Pursuit - An Online Journal

Ultimate Style

This fifth edition of PURSUIT celebrates what can be considered the very epitome of yachting – style. From the intricate design of a yacht, to the choice of interior designer, through to the commissioning of crew uniforms – style is the essential ingredient.

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Pursuit - An Online Journal

Bold Innovation

Accepting the status quo is the easy option; making a meaningful change requires bold innovation. This edition of PURSUIT explores and celebrates the exciting advances being made across yachting.

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Pursuit - An Online Journal

Leading Legacy

The 11th edition in the series, LEADING LEGACY, celebrates storied brands and pioneering individuals whose innovations will leave the greatest inheritance, featuring an exclusive interview with Laird Hamilton – regarded as ‘the greatest waterman of all time’.

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Pursuit - An Online Journal

Future Optimists

The ninth edition in the series, FUTURE OPTIMISTS explores the themes underpinning the future of our industry and features an exclusive interview with Rolls-Royce, unveiling their new Coachbuild commission Boat Tail.

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