Answer:
The need to increase car fuel efficiency is a technological problem that affects all American, European and Japanese car manufacturers. Regulation requires them to increase fuel efficiency but due to technological problems and specially high costs they are struggling to meet the required limits. Different technologies that increase fuel efficiency exist, but are simply too expensive and that is the problem here. How can these technologies become less expensive and widely used?
This led to a technological opportunity that Tesla is trying to accomplish by providing "affordable" electric cars. They are not cheap cars, but they are much cheaper and efficient than before. By developing innovations in electric cars and specially extending the battery ranges, Tesla hopes to become a major car manufacturer in the future.