To satisfy the consumer’s unquenched thirst for back seat cup holders, Tesla Motors sought the creative assistance of Product Ventures to design a second row cup holder accessory for their revolutionary Model S. The ingenious solution consists of a leather strap within a track assembly. The unit is multi-adjustable as it slides to create a hoop to accommodate various beverage container diameters and slides flush when not in use. Car owners who have purchased the item say, "I prefer this solution rather than compromising seating for a third person in the back seat” ”It works when you need it and virtually disappears otherwise." According to Javier Verdura, Director of Product Design at Tesla Motors, "Product Ventures was able to provide a fresh eye perspective and gave us an innovative idea that no one had ever come up with before."
