Despite only 400,000 of over one billion cars on the road today being electric, there is growing interest in electric cars - 40% of luxury car owners in the UK would consider buying one. But crucially, they would only do so if their driving range was improved.

Tesla Motors has taken the electric car market by storm, and its Model X will be the world’s first all-electric sport utility vehicle (SUV) to enter into mass production. But it won’t be the last; Audi is gearing up to challenge Tesla in the all-electric SUV marketplace.

Tesla didn’t set out just to challenge the automotive sector – it wants tochangeit. It ranks in the top five brands among motor enthusiasts, and celebrity fans of Tesla include Jay-Z, Ben Affleck and Jay Leno. But how has an electric car company become a cool cult brand?

There are over one billion cars on the world’s roads today, but just 400,000 of them are electric. With issues surrounding recharging, driving range and aesthetics, they are simply not cool. All-electric racing series Formula E hopes to change perceptions. But will it work?