What is Ten9? (TSLA)

(Updated - October 9, 2014 3:30 PM EDT)

Tesla Motors (Nasdaq: TSLA) may have a curious page up at the moment.

There's a website with a countdown timer called Ten9.org. What's notable is that the font for Ten 9 is written in the same font Tesla uses.

What's also curious is that the countdown timer is near 4 hours, which would expire around d 7pm EDT tonight. Tesla isn't expected to hold its 'D' event until 7pm Pacific Time, or 10pm EDT.

Tagline for the site is: "10 Years to One Billion People Using Sustainable Transport".

*** Note: We're not entirely sure that this is a website put up by Tesla. Given the countdown clock, it's unlikely. Again, Tesla's 'D' event will be at 10pm EDT. ***

Shares of Tesla are down 1.3 percent.

UPDATE - A press release was made earlier today:

On the same day Elon Musk and Tesla unveil their 10.9 teaser announcement, the TEN9 initiative (http://www.ten9.org) challenges top business leaders to use this as an opportunity to create a sustainable global transportation tipping point by 2025. TEN9's name represents ten to the ninth power (109), which equals one billion. With a mission to affect one billion people in the next ten years with clean energy, TEN9 seeks to quantifiably amplify Tesla and Elon Musk's goal of sustainable transport. Led by positive change agency, Tiny Rebellion, TEN9 will align and harness the collective power and influence of the world's creative, tech and transportation community to create a 1,000,000,000+ people, worldwide movement around sustainable transport by 2025. Today, TEN9 is asking Elon Musk to validate and support the initiative by responding to the open call via a Tweet.

"Elon Musk has an unparalleled gift to imagine progressive change on an enormous global scale while acting on that vision practically with realistic bite-size achievements," said Amir Haque, Partner, Tiny Rebellion. "Elon's support of TEN9's universal goal and new unified metric will set the world up to achieve true positive change on an exponential scale."

It is believed it takes at least 10% of any population to adopt something in order for it to reach a tipping point and be recognized as a movement. By 2025, the global population will reach 8.1 billion. Therefore, Tiny Rebellion believes the tipping point to transition earth to electric energy will occur at one billion people or 12.5% of the global population.

"The catalyst to ignite an inflection point in any movement happens when an epic influencer publicly announces support for the initiative," said Justin Smith, co-creator, TEN9. "As such, today we are asking Elon Musk to support and join the TEN9 movement by responding to our open call via a simple Tweet."

It was fortuitous that Tesla chose 10.9 as its teaser announcement date, since the TEN9 initiative had been under development many months before Tesla's 10.9 was revealed.

For more information about TEN9, go to www.ten9.org, and follow us on twitter @TEN9org.

More info on ten9.org is below:

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