After reading recent discussions regarding Tesla and PR departments, and after reading a lot of Gary Black (someone who I often find myself agreeing with these days), I think that he has a fair point that Tesla has NO PROBLEM with short term demand, but long term demand could take a hit through lack of PR.
Its REALLY hard to change 'common knowledge' about a brand. For example, I have no idea of skoda cars are well made, or reliable, or safe, but historically, I know they had a reputation for being laughable, cheap, fragile rubbish. They could spend billions trying to change my mind, but that first impression is real deep.
- Apple products are overpriced
- Chinese made goods are cheap and fall apart
- Germans are efficient and made reliable products
- Russian companies cannot be trusted.
- Porsches are fast
- Gucci is stylish
Maybe none of those things are true now? who knows! but these things have been so deep-set in my mind that its hard to change such opinions. Mostly these are opinions formed by PR and marketing. I've never even sat in a Porsche, but I know they are sexy and fast. How is this different to never having sat in a Tesla, but knowing they have panel gaps and catch fire?
I think Elon is basically one of those people who is so intelligent, he has reverse dunning-kruger, where he assumes everyone is intelligent, open-minded and analytical like he is. BUT THEY ARE NOT! In fact very few people are.
Advertising works, and PR works. I've never owned a Porsche, or anything by Gucci, but i've been 'primed' by PR and marketing to have opinions on them. Right now, Tesla is letting the rivals throw free punches at them in the media.
I agree that advertising right now would be a ludicrous waste of money, but PR is different. Way cheaper, and potentially more effective. PR to get facts out there for the media, in a hand-dandy format for their stories, and PR to get Teslas in to the hands of the movers and shakers and influencers.
We wouldn't need to care if Tesla stuck at 1 million car/year, but to hit 10 million a year you need to stop the deluge of bullshit about accidents and fires and emerald mine and so on.