Three dark-arts PR issues intersect for Tesla and Musk
Tesla and Elon Musk are having a terrible time getting basic, neutral, balanced press coverage. They’ve achieved enormous results in ramping up the Tesla Model 3 production faster than almost any new model car in history, they are outselling their competitors massively in North America and Europe, they still have hundreds of thousands of $1,000 pre-orders for the Tesla Model 3 (more than any car ever anywhere), Teslas continue to win raves from teardown analysts and test drivers, its autonomous features continue to be the best of any production vehicles, its market capitalization is 10 times what it was 5 years ago, and the Model 3 itself is on track to soon be the fifth or sixth best selling car in the USA of any make, model, or price point. In a normal world, this string of successes would lead to incredibly positive coverage.
Why is the media getting Tesla and Musk so wrong right now? There are three major problems which have led to this situation:
- PR campaigns attacking electric cars funded by the Koch brothers and other elements of the fossil fuel industry
- PR campaigns attacking Tesla funded by firms which are shorting TSLA stock
- Media revenue, cost and competition challenges