Brands with endless possibilities: an open ended niche story

If you want to learn about modern marketing I think Tesla Motors is a brand worth studying. I could point out several examples, but one thing that they did really well from the beginning was to have an “open ended” niche story.
What does it mean?
An open-ended niche story means focusing on a specific market, while you make it clear that you aim higher than that.
Tesla didn’t just say we want to stop cars using fossil fuels. They clearly said that their mission is “to help expedite the move from a mine-and-burn hydrocarbon economy towards a solar electric economy.”
And this was more than 10 years ago. It was a story that started with electric cars but with an open end. That allowed them to continue with their WHY (Simon Sinek coined this term), and become an energy company.
There are some stuff you can’t pospone at the beginning. Here you wanna establish a good foundation of your story before you move forward. That’ll allow you to have the benefits of starting small, plus the endless limitations of aiming high.
It’s brilliant.