Los Angeles billionaire Elon Musk has a lot riding on today’s unveiling of his electric car company Tesla’s first model for the masses. According to the Wall Street Journal, he needs the Tesla Model 3, priced at around $35,000, to sell at a profit to reverse years of company losses and hefty cash outflows. Tesla will start taking $1,000 deposits from buyers in stores Thursday morning for the car, which will be revealed at a Hollywood-style premiere at Musk’s Space X campus in Hawthorne this evening.