Why Tesla Doesn't Need a Public Relations Department

Does Tesla need a PR department?

Tesla

Tesla is a regular in the news cycle; if it's not about the vehicle, it's about the CEO. It's no secret Tesla stock is down, and investors who are long on the stock have lost a considerable amount over the past month. One of those investors is Gary Black, the Future Fund managing partner, who said in August that Tesla is the fund's largest position. Black is calling on Tesla to hire a public relations department to inform the media and the public of the positives around the brand.

Oddly enough, at the shareholders' event in August, Black said, "the thing we worry about most is not PR; it's succession." Now it seems that is what Black is worried about. He recently tweeted: People can't complain about the media if TSLA refuses to correct articles that are wrong, or worse, won't maintain relationships with TSLA beat reporters and editors so they can get TSLA's POV out when needed. Strong PR will be needed to sell FSD safety. Think long-term.

Black's stance may be understandable to some, especially those who have watched their trading account shrink, but it's implausible because Tesla doesn't need a PR department.

Musk and the Mainstream Media Don't Mix

Musk is currently using his new company to hold mainstream media accountable. In case you missed it, he's releasing the Twitter Files, a detailed report backed up with real emails to show suppression of true stories.

The Tesla CEO also regularly calls out media outlets for false stories, misleading headlines and biased reporting. Musk will not hire a team to try to steer newsrooms, something he has so little respect for, and it's unlikely legacy media outlets will listen.

Media Biased Against Tesla

Bad news generates more views and clicks and keeps the advertisers paying. Even when the news isn't bad, take, for example, a recent Reliability Report by Consumer Reports. Most, if not all, mainstream media declared Tesla as the terrible one, even though Tesla moved up four spots from the previous year. It was hard to find a mention of the manufacturers that scored less. Those included Chevrolet, GMC, Volkswagen, Jeep, and Mercedes Benz. Yes, the expensive luxury brand was dead last in reliability. That is a story.

Reporters also picked up that electric vehicles scored low for reliability. Consumer Reports said it was because EVs are new on the market. However, scoring even lower were full-sized pickups. Those have been on the market for quite a bit longer.

Tesla, which also has not spent a dime on advertising, disbanded its public relations department in 2020. That's unheard of by a company its size, especially in the automotive sector. However, Tesla and Elon have something much better — you are reading it right now. Not a Tesla App is one of several blog sites that publish news about Tesla daily. Many of these websites have writers who own Teslas. The stories are much more accurate, positive and just plain better than anything readers will find in the mainstream. Who says bias must be negative?

Word of Mouth Advertising

Now add hundreds, maybe even thousands of loyal enthusiasts who defend and promote Tesla on social media platforms. Next, throw into the mix the hundreds of thousands of Tesla owners who quite often are spokespeople for the company whenever they get out of the car. I've been sure to add 10 minutes of travel time to my drives because I'm likely to get asked some questions at the grocery store or car wash.

This kind of advertising money cannot buy, and it's the kind of positive publicity media will not share. So while Black's concerns are legitimate, a PR department is not the solution. Instead, Tesla needs to keep doing what it's been doing and let the product, its fans and the Tesla-inspired websites do the rest.

Tesla Files Patents for Wireless Charging the Robotaxi

Not a Tesla App

Tesla has filed four patents for wireless charging. Previously, Tesla acquired the experience and skills of Wiferion’s engineering team in an acquisition in June 2023. Tesla quickly sold off the company but kept the company’s engineers. This was an acqui-hire, where large companies rapidly onboard top talent by purchasing a company for human capital, rather than products, services, or intellectual products.

Following the Wiferion acquisition, Tesla showed off a wireless charging mat several times and even confirmed they are working on wireless inductive home charging. We expected this to arrive with the Cybertruck, but now we hope to see more details at the upcoming Robotaxi reveal event in October, at the Warner Bro.’s studio in Hollywood.

Wireless Charging Patents

First Patent

The first of the four patents looks at temperature sensors and applications for wireless charging. Tesla intends to track the temperatures across both the wireless charging pad, as well as the inductive charging coils in the vehicle. The third patent details how they’re planning to use this in an innovative way.

WIPO

Second Patent

The second patent is a shorting switch, which is designed to prevent or reduce leakage of energy to ground sources near the wireless charging mat. This shorting switch is used to create a short with the receiving side of the inductive charging, essentially making energy transfer faster and more efficient – while also reducing the amount of energy that is leaked out elsewhere. We’ll leave this one for the electrical engineers to explain in our forums.

Third Patent

The third patent is actually the wireless charging circuit itself, and how to manufacture it. This one is straightforward and explains how Tesla intends to design and build the prototype inductive wireless charging mats. Beyond the basic design, this document also details how Tesla intends to lay out the inductive charging coils and how it expects the entire assembly to function – which includes a small cable that runs to a wall-mounted energy source.

Fourth Patent

The final patent is for intelligently estimating and adapting to variations in wireless charging layouts and systems. This one is probably the most interesting of the four patents, as it involves adjusting the coils in the mat to dynamically account for the positioning of the vehicle, as well as responding to the information from the first patent – the temperature sensors.

Essentially, by varying the coil induction across the mat, Tesla intends to dynamically aim the wireless charger at different parts of the inductive coils in the vehicle, thereby reducing heat. This patent will also help Tesla to determine the adequate charge speed and other key information they may need to relay to the vehicle, or back to fleet management software.

Cybertruck Inductive Charging

While the Cybertruck never actually arrived with inductive charging, it was noted in the Service Manual to have 2 Inductive Charging Headers, so it is ready to be upgraded to have Inductive Charging support. We expect that Tesla will release this as a purchasable upgrade for the Cybertruck sometime in the future – likely as a package with the Inductive Charging Mat.

Robotaxi Inductive Charging

The Robotaxi will likely be the first of Tesla’s vehicles to feature inductive charging – which. makes sense given its autonomous nature. Plugging in a NACS charger will likely be fairly difficult to automate, and the 5-10% efficiency loss of wireless charging isn’t a huge deal. It’s possible Tesla chose this route due to cost, as having an automated NACS cable like the “snake” prototype we saw years ago could be costly.

Having a simple parking stall with an inductive mat on it, alongside all the tech and supplies needed to automatically clean and sanitize the Robotaxi makes far more sense. This means that a Robotaxi will be able to roll in, charge and clean itself, and then roll out to go pick up more customers. Tesla is planning a super-efficient system here that requires minimal intervention from real humans.

Essentially, by effectively managing the Robotaxi fleet, Tesla can offset the increased time that wireless charging would take, and also reduce the amount of waste energy by charging when energy is cheapest. While this could prevent Tesla from taking advantage of the sheer battery mass of a Robotaxi fleet – by selling power when it’s expensive and travel demand is low – this doesn’t make it impossible.

Smartphone manufacturers have demonstrated reverse wireless charging with the inductive charging coils already present in modern smartphones. We could see Tesla low-power bi-directional charging in the future too.

We’re looking forward to seeing Tesla unveil this at the upcoming Robotaxi event. It’ll be something special, for sure.

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Tesla Adds Ability to Swipe Left and Right in Browser

Not a Tesla App

Tesla has made a spate of improvements to its vehicle software recently, starting with the big Spring Update, and then the Summer Update more recently. While we see most of the updates mentioned in the release notes, Tesla often also adds smaller quality-of-life improvements along the way.

Browser Controls

When using the Tesla Browser in the vehicle, you can now swipe left and right to go back or forward a page in your browser history. When you start swiping on the screen, Tesla’s Chromium-based browser will now display an arrow that slides out from the left or right. The circular icon is initially white, meaning that the action won’t be executed, but if you continue moving to the left/right, the icon will eventually turn blue. The blue icon means that the action will be executed once you let go of the screen.

This is a simple quality-of-life improvement that makes using the built-in browser easier.

We’re happy to see updates like these come to the browser, whose last major feature was the full-screen button that was added in update 2024.14.

Future Browser Improvements

While we’re on the topic, let’s look at some future Tesla web browser improvements we’d love to see.

Access to the Mic

Full access to the vehicle microphone isn’t allowed through the web browser right now. That means if you want to get into a Discord, Slack, or Teams call, you’ll only be able to listen – not speak. All of these apps fully function in the Tesla browser for sending messages, but are fairly limited for meetings.

Better Bookmarks

Tesla’s current bookmark system is simple and barebones. You can bookmark a page and give it a name. Once you visit a bookmarked page enough, it’ll show up as an icon in the center of the browser when you go to the homepage.

However, it's difficult to keep a larger set of bookmarks since there aren’t any organizational tools provided. A better bookmark system or the ability to sync bookmarks would be a welcomed feature.

Custom Homepage

Tesla’s current homepage in its browser is simply just a Tesla logo in black or white, depending on whether your car is in dark mode or not. A custom homepage that provides widgets with basic local news, stock information or other details would be fantastic. We’d ask for weather too, but the recent Summer update shows weather at the top of your screen.

If you’ve got more ideas for the fairly barebones Tesla web browser, let us know.

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