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.
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Tesla has begun to reach out to customers in the United States and is offering demo drives of the Cybertruck on an invite-only basis. @brandonhd on X shared the first invite image, and it looks like it's going out quite quickly to multiple locations that have Cybertrucks on display.
Up until now, display vehicles have been for just that – looking, but no touching. Some Tesla delivery centers and showrooms have also allowed viewers to take a seat inside and open it up, but most are still locked away behind the velvet rope.
It’s exciting to see that Tesla has begun to demo them – and it can only be so long until demo drives open up to everyone.
Advisor-led Demo
This Demo Drive is led by a Tesla Advisor – while you’re driving, the advisor will be in the passenger seat, walking you through the experience. They’ll explain steer-by-wire, off-road controls, and will introduce new-to-Tesla buyers to all the features that are currently available.
The list of locations so far for demo drives appears to be fairly limited, but we will hopefully see demo drives roll out throughout the United States, and eventually Canada too. Here is the current list of city/state locations that have seen demo drive invites.
Actually Smart Summon, the successor to Tesla’s Smart Summon feature, has been confirmed to be coming as soon as next month as per Elon Musk. Colloquially known as “ASS”, Actually Smart Summon is supposed to improve on the regular Smart Summon capabilities, which have historically used ultrasonic sensors (USS) to navigate parking lots.
We’re looking forward to Actually Smart Summon, and we’re quite excited about what other features will be unlocked once it finally shows up at our doorstep.
Vision-based Improvements
ASS is supposed to bring Smart Summon to vehicles that don’t have USS – using Tesla Vision. Most recently, Tesla has brought Autopark to vehicles without USS, and Vision-based Autopark has been a huge success. It is faster, more reliable, and smoother than the older USS-based solution. It can also park and maneuver in tighter locations.
Today, Smart Summon is sometimes useful at best, usually a party trick, or downright dangerous at worst. It’s excellent and best used in straight lines, where you have a clear line of sight of the vehicle, and can stop it if doesn’t see an obstacle.
I used Smart Summon today, just before writing this article – my 2022 Model Y (with USS) – did manage to show up just fine – in a straight-line location from where I was parked, after exiting the parking spot fairly cleanly. However, I’ve previously used Smart Summon and have had the vehicle turn towards obstacles, such as cart returns or curbs. Overall, it’s a sometimes-useful feature that has a lot of drawbacks right now.
Smart Summon is also restricted to a certain distance – and it's pretty small. The max distance is shorter than most parking lots, being only about 215 ft (65m). If you’re lucky enough to park close, it's very useful to bring your car right to you.
Actually Smart Summon
ASS will bring FSD V12-like capabilities to Smart Summon – the vehicle will primarily use Vision to drive toward you (or the location you’ve indicated). ASS has been supposed to be coming since about September 2022 and has seen many delays – we’re almost at the 2-year point today.
We’re looking forward to Actually Smart Summon being able to bring the vehicle – safely – right to you. ASS is also one of the key steps towards bringing some other cool features that Elon Musk has previously mentioned – Park Seek and Banish Autopark.
We’re also hopeful that Actually Smart Summon will increase the maximum range a vehicle can be summoned, because the current range is fairly small. Alongside Park Seek and Banish Autopark, we’re closing in on a Robotaxi-based future.
Park Seek and Banish Autopark
When the FSD v12.4 showed up, Elon also mentioned that going forward, vehicles would automatically park themselves when arriving in a parking lot – Park Seek – and that if you got out of the car at the entrance to a business, you could get it to automatically park itself in the parking lot – Banish Autopark. These are two features that are needed for Robotaxi to work – which itself is delayed to October 10th of this year. We’re looking quite forward to them – as in combination with Actually Smart Summon, Tesla has reached the cusp of vehicle autonomy.
A vehicle that arrives, driverless, at the location you’re at, then drives somewhere, parks itself there, and waits for you – is the definition of a Robotaxi.
While we’re likely to have to wait for Banish Autopark and Park Seek just a bit longer, Actually Smart Summon being around the corner is exciting! Gone will be the days of having to run out to your car when you forgot your umbrella – your car will just come right to you instead.
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