as mentioned here and many other places: Tesla's Unbelievable Model 3 Pre-Order Mirage: Be Careful What You Wish For 7 good reasons why I'm not so surprised: 1. Many geeks / people who love tech have lusted after the Model S for 3 years. 2. It's been featured in thousands of business news stories far more than most companies their size. 3. Youtube's of people's reaction time to the Model S doing 0-60 in circa 3 seconds have gone viral - with over 4 million viewings in the first week. If just 10% of those are adults with some disposable income... the result is pretty obvious. 4. Has a CEO with a strong public image who's worshipped like Steve Jobs was. This gets him strong media / press attention. The only CEO / executive to be on 3 (arguably 4) companies that are worth / gone on to be worth a billion dollars garners a LOT of attention. The companies being (Paypal - is now, Tesla, Space X, Solar City). 5. Has restrained production output (people know it'll be a slow ramp to 500,000 units. Although it's not speculation - people want to be first. Also the tax break is limited to 200,000 electric cars per manufacturer. 6. Is affordable and economically sound. Cheap maintenance (electric). Cheap running cost (electric) clean. 7. Doesn't look horrible. After all of the above - as long as they hadn't put out a butt-ugly car it was obvious for me it was going to be massive. It looks great. The only detractors seem to be 1. nose (people don't like it - and given Tweets might be re-designed) 15" panel - people ALSo want a driver instrument cluster (coming in 2nd unveil hopefully - afterall the steering wheel isnt final), a decent trunk opening space (Elon tweeted he'd look at making it larger - but said it won't be a S style hatchback).