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Pro Analysis

Tesla's plan is an autonomous Uber: Morgan Stanley

A Tesla Model S on display at the Short Hills Mall in New Jersey.
Adam Jeffery | CNBC
A Tesla Model S on display at the Short Hills Mall in New Jersey.

One of the biggest mysteries in the market is what Elon Musk will publish in his "Top Secret Tesla Masterplan, Part 2" later this week.

Morgan Stanley's Adam Jonas, one of the most followed Tesla analysts on Wall Street, told investors the new strategy could be for the company to eventually offer an Uber-like transport service with autonomous electric vehicles, which he calls Tesla Mobility.

Jonas is known for historically being one of the strongest proponents of Tesla shares before downgrading the company to equal weight from overweight after the proposed acquisition of SolarCity last month.

Musk tweeted Sunday that he will reveal the new plan soon. The first master plan was written in a blog post August 2006:

"So, in short, the master plan is:

Build sports car
Use that money to build an affordable car
Use that money to build an even more affordable car
While doing above, also provide zero emission electric power generation options
Don't tell anyone."

Jonas believes the new plan will exploit the large commercial opportunities in the auto industry's transition from "privately owned model" to "public transport utility."

"We believe the missing piece could be an on-demand mobility service that complements Tesla's skills in electric and autonomous vehicles — a prerequisite for transportation as a utility where vehicles are used with maximum efficiency," the analyst wrote in a note to clients Tuesday.

"Tesla's unique advantages in machine learning and lack of exposure to legacy systems (internal combustion tech, unconnected cars) provide it with an opportunity to tap into larger and faster growing markets ahead of its competitors."