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Tesla reliability ranked 25/29 per Consumer Reports

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Context is everything: Tesla only sells two models, one went up to Average reliability and the new model for this year (Model X) was ranked poorly. Of course the brand as a whole will do poorly on the overall ranking with that taken into consideration.

In addition, CR sends out the reliability surveys in the spring which means that it would have been in time to catch all of the early (read: most problem prone) examples of the Model X and none of the more recent ones.
 
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The Model S for 2016 is ranked Excellent, but the Model X is one of the poorest. I believe they combine data from multiple years in their ratings and the track record for the Model S before 2016 was not as great, so the overall rank of the brand is poor. The Model S should get points for going from Poor to Excellent in two years. That's a pretty big improvement.
 
We've found our Model X to be unreliable and our next car will be a Tesla. That's all you need to know.

excellently put.
Quality is but one part of the decision to choose a vehicle.

Tesla can, will, and indeed must improve quality to compete with the standard of other manufacturers.
A lot more difficult for other manufacturers to make full EVs to compete with Tesla.