Media Melee With Elon Musk Is The New Normal — And The Winner Is?
Who wins in the melee between Musk and the media?
The Model 3. And the Model Y that comes after that.
Consumers are interested in the cars not spats with the media. In the end, it’s free publicity that just raises the company’s profile and drives demand for its cars. As if Tesla needs any free advertising. (It doesn’t.)
And it’s all happened before and is now pretty predictable and pretty boring. Musk says something to defend his company, media umbrage ensues. (See this CNBC story for the most recent tiff and this New York Times piece for the same kind of bickering that took place a couple of months ago.)
And I’ll insert that there are a few journalists (or self-styled “journalists”) that believe they’re on some sacred mission to expose Tesla as a fraud or Ponzi scheme. I’m not talking about responsible business journalists who report on Tesla aggressively but fairly. But those who are ignorant of the niceties of car manufacturing and, as a result, are susceptible to believing sketchy information that comes their way. (See this Electrek story starting at paragraph #6.)
What most people really pay attention to
It’s clear that hundreds of thousands of consumers worldwide want a Model 3. And it’s likely that hundreds of thousands more will want a Model Y (a cheaper version, more or less, of the Model X). So, if you’re a consumer in the market for a Tesla, what rivets your attention?
Price, styling/design, features, technology, availability, service, and reputation. And of course quality.
The latter is the source of a lot of the tension* between Musk and the media. But it’s often hard to tell what’s a real story about quality issues and, on the other hand, what’s an unreliable accusation. (See: “Tesla and Luxembourg squabble over failed Model S braking test” — Engadget via Electrek.)
Quality will get better as the young car maker gets a handle on manufacturing a mass-market car. The problem is, the media often goes too far by attributing some nefarious motive for issues (real or otherwise) that the company is having with Model 3 production (see Electrek link above).
The chasm between negative media coverage and the average Tesla buyer’s sentiment gets no wider than on YouTube (as I’ve written before). There Model 3 owners post overwhelmingly glowing reviews. And even when reviewers do complain, it’s typically a brief sidebar amid a long stream of fulsome praise. In the end, owners just want to be assured that Tesla stands behind the car and they’ll continue to get OTA updates.
*Remember the Consumer Reports kerfuffle? That made headlines when CR said, “Tesla Model 3 Falls Short of a CR Recommendation” though the Overall Score was high (and close to the highly-rated and recommended Chevy Bolt). After some back and forth with Tesla, Consumer Reports upgraded the Model 3 to “recommendation.”