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Eberhard's aim was to develop a car that ran on sustainable energy while, unlike all its competitors, being practical enough to use every day. The difficulty was developing the technology and putting it in a car everybody could afford. The answer was simple; they decided that their first venture would have to start out like the high tech gadgets, hyped-up, over priced and rare, becoming cheaper with time and volume. This would mean that the first line of consumers would fund the development of the company.