Tesla Motors (NASDAQ: TSLA) made waves early in April when it began marketing its Model S luxury sedan as an affordable option -- if you factored in all the cost savings.

Some of Tesla's assumptions were dubious, but the Silicon Valley upstart may have been on to something. More and more, electric cars and plug-in hybrids are being sold on their cost benefits rather than their environmentally friendly ones. In this video, Motley Fool contributor John Rosevear takes a look at the new electric-car-marketing story -- and whether it's likely to finally resonate with reluctant consumers.

Isn't it too late to buy Tesla's stock now?
Not necessarily. Near-faultless execution has led Tesla Motors to the brink of success, but the road ahead remains a hard one. Despite progress, a looming question remains: Will Tesla be able to fend off its big-name competitors? The Motley Fool answers this question and more in our most in-depth Tesla research available for smart investors like you. Thousands have already claimed their own premium ticker coverage, and you can gain instant access to your own by clicking here now.

Motley Fool contributor John Rosevear owns shares of Ford and General Motors. Follow him on Twitter at @jrosevear. The Motley Fool recommends Ford, General Motors, and Tesla Motors. The Motley Fool owns shares of Ford and Tesla Motors. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.