Too simplistic.
When Musk & Tesla were the darling of MSM a few years back, Tesla wasn't advertising either.
It was a differerent phase of the oft-quoted sequence -
#1 First they ignore you,
#2 then they laugh at you,
#3 then they fight you,
#4 then you win.
Tesla has finally, without ANY doubt, crossed over from #2 to #3.
CNBC's Fast Money had two amazing segments about Tesla. First, the Phil Lebeau report mentioned above. Melissa Lee teased the first segment this way - "
The biggest carmakers are going electric, with General Motors and Ford among others trying to take on Tesla; but can the other car stocks catch up?" What the heck??? Where was the tone from 9 months ago? If it wasn't "Elon Musk has done something else crazy that we now need to associate with a negative outcome for Tesla" or "Tesla is losing money, will they go bankrupt" or "problems for Tesla as Jaguar reveals its new SUV" etc. etc. Anyone wanting to spread FUD would never be wording the teaser that way.
Phil Lebeau's segment almost wholeheartedly showed that Tesla is in front and they're REAL... not, in actual fact, a wobbling jello with Crazy Elon at the helm. I could hardly believe my eyes as I watched. Cadillac president admitted that Tesla have gotten
"into the minds of consumers." Admitting that on TV must have been a tough cookie to swallow. Can you imagine the table-pounding going on at the marketing meetings? Cadillac is the epitomy of legacy manufacturers, selling substandard cars that maintain the status quo of wearing out after a few years, and dealerships who live off maintenance, and a large marketing push in print, TV, and movie product placement etc. is required to get
into the minds of consumers. Tesla OTOH has done exactly that with nothing but twitter, facebook, a website, and Elon Musk.
CNBC have clearly gotten the message that Tesla are ahead. They will probably shift their position to one of admitting that Tesla is solidly ahead, but will keep the drama going by constantly exaggerating the significance of rivals' efforts. Still tough to be fair to a car company which gives them zero dollars... versus Cadillac, Ford, Daimler, BMW etc. etc. who give them lots of money all through the year.
Second, the Cathie Wood segment where she finally got her chance to strut around and peacock, vindicated that Ark's position was right all along. Wood kept pressing the significance of Tesla's lead over the rest, including battery costs & technology, AI for autonomous driving, and the Autopilot miles already driven/data sent back to Tesla. You gotta admit, it's hard to imagine scenarios where rival companies work harder and faster than Tesla are working, and actually eclipse Tesla to get in front.
Melissa Lee asked
"I mean, comparing a Bolt to a Model 3...?" and she was almost laughed out of the studio. 9 months ago, mention of the Model 3 on CNBC
never came without also mentioning production problems or delays. Her question today referenced the
2017 North American Car Of The Year. Remember when the MSM (including CNBC) was crowing that Chevrolet was beating Tesla to the affordable EV? I wonder if industry automotive journalists will
ever be held to account for such an obvious sell-out.
Final note - Melissa Lee has always struck me as someone who appears to put herself last in line to throw mudballs at Tesla. Often leaving open the possibility that Tesla may be getting unfairly portrayed. I found out recently that she is
married to Ben Kallo from Baird, who has been a Tesla bull for years. Surely they have talked over the dinner table and she has a lot more detailed opinion of them than her co-hosts.
Final final note - to come back to EVNow's comment (which I agree with)... in 2012/2013 Tesla was nothing but an inconsequential observation. Their juicy exploits could be reported and would have no effect on their advertisers. Fast forward to 1.1% market share in USA in 2018, and the legacy advertisers are making a lot of noise behind the scenes, asking to make sure Tesla is portrayed badly at every possible opportunity - in exchange for advertising buys.