One of my biggest concerns right now is that Tesla has lost control of their own story. Their story is now told through the national media lens, and it looks ugly. Go to the Google News page and look at the national headlines. This is what most people see.
Most American don’t read on this forum, or Electrek, or really anything much past the headlines. Many will catch a snip of the news or CNBC before or after work, and then go about their lives. FUD has been a concern for a long time - but this is different. This is a real action by a government agency, and all America knows is that the SEC sued Musk and he’s going to be ousted.
I feel that the statement the Board made is not even close to nearly enough. They must seize this situation and turn it to their advantage. They must regain control of their own narrative or risk people losing interest in their cars.
Part of Tesla’s DNA is that they don’t advertise, but when that strategy was implemented they could not have foreseen these current circumstances. I think they need to launch a PR campaign and get the word out nationally what they are about. Word of mouth IS the best advertisement, but it is also slow. Think how many hearts and minds could be reached by a few awesome, well placed ads during a major sports event, or a widely viewed TV show, or even, gulp, on CNBC.
I envision a different kind of car commercial, written by someone who believes in the mission and filmed by a director who is in love with the vehicles. Let’s have an ad that introduces Tesla’s mission and ultimate goals, to appeal to those across the country who want to leave a better world to their kids and grandkids. And one for families that shows how sleek and sexy safety can be, as well as low mainainence, providing both cost and time savings. And one that appeals to tech and car people who maybe just haven’t thought about EVs before.
Kate