Brand Finance praised Tesla in two separate reports, calling it a sustainability leader and listing the company as the ninth most valuable brand globally. However, Tesla's CEO did not rank as well in the company's third report, the Brand Guardianship Index 2023.
As a result, Elon Musk has dropped out of the top 100 CEOs in the Brand Finance report, which measures the reputation and performance of the leaders of the world's leading brands. This drop is a notable change from last year when Musk was ranked 30th on the list.
Twitter's Impact on Tesla
However, the report seems much more concerned with Musk's performance at Twitter than with Tesla. One of the main reasons for this drop in reputation is Musk's tenure as CEO of Twitter, a role he took on in October 2022. His controversial restructuring of Twitter, which eliminated many positions to refocus the company on profitability, has put the brand under intense criticism from some business journalists and commentators. Musk has been the center of attention for several reasons, and the headlines are usually not kind to the 51-year-old.
The large volume of news stories about high legal fees, congressional hearings, resignations, and the decreasing popularity of Twitter as a social media platform have contributed to a drop in the company's reputation. Additionally, the reputation of Tesla as a company also dropped due to these controversies, according to the report.
Numerous Tesla investors have been hounding the board of directors to either have Musk more involved with Tesla and less distracted by Twitter or find a new CEO. Musk sold millions of Tesla shares to acquire Twitter. Since taking over Twitter, Tesla's stock was in free fall to close 2022, losing 70 percent of its value and closing out its worst quarter on record. However, Tesla stock has recently surged, partly due to a great earnings report. The stock is up almost 50% since the start of the year.
CEOs Must Enhance Brands
Brand guardians must uphold the reputation of the brands they are responsible for and ensure that internal and external stakeholders are confident in the brand executives' leadership and strategy. Failure to do so can lead to a drop in reputation due to wider public sentiment and media coverage of high-profile executive leaders.
As the case of Twitter and Elon Musk shows, a brand's reputation is closely tied to its leadership's reputation. It is essential for brand guardians to be aware of this and take appropriate action to protect and enhance the reputation of their brands.
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Tesla will automatically activate the vehicle's climate system when there is an occupant in the vehicle
Not a Tesla App
Tesla CEO Elon Musk recently committed to enhancing the safety features of Tesla's electric vehicles following a conversation with a concerned owner on Twitter. The upcoming improvement will focus on better occupant detection and maintaining comfort levels within the cabin.
A Tesla owner voices concerns
The discussion began when a Tesla owner shared her experience leaving her children in the vehicle while running an errand. Upon exiting, the car shut down, and her older child had to interact with the infotainment system to reactivate it. @Tesladiva99 expressed concerns about the potential implications for young children if left unattended.
"@elonmusk, I left my teenager and little in the car to go into the store. The car instantly shut off, and my oldest had to touch the screen to turn it back on. If an infant was left, the car would shut down. Can y’all do something to detect people in the car and keep temp on?"
Musk responds with a pledge to enhance safety
In response to the tweet, Musk explained that Tesla vehicles are designed to maintain a safe temperature within the cabin even when the car appears to be "off," a feature meant to protect infants and pets known as Cabin Overheat Protection. However, the feature can be turned off by the owner to reduce battery consumption. Musk acknowledged that the current system could be improved and committed to making the necessary changes.
"Tesla car temp is automatically kept within a safe range, even when the car appears 'off,' in order to protect infants & pets. That said, it would be more convenient to keep the car 'on' for entertainment & comfort if the camera detects occupants. We will make that change," Musk replied.
According to Musk's statement, Tesla will likely implement the new safety feature through an upcoming software update. It is important to note that this update will likely only apply to Tesla vehicles equipped with a cabin camera.
Tesla may choose to automatically activate one of its 'stay-on' climate system features when it senses an occupant in the vehicle. However, since Camp Mode disables the walk-away locking feature of the vehicle, it's not clear whether Tesla will instead automatically activate 'Keep Climate On' or allow the walk-away door lock feature while in Camp Mode.
The significance of social media in customer-company communication
This latest interaction between Musk and a Tesla owner demonstrates the value of the Twitter platform for addressing customer concerns and driving product improvement. Musk has repeatedly stated how companies can leverage Twitter to receive customer feedback and make necessary changes to enhance their products and services.
Elon Musk and Jeremy Clarkson have an ongoing feud
Elon Musk Viral Videos/YouTube
The automotive world has witnessed many rivalries throughout history, but none quite as electrifying as the ongoing feud between Tesla CEO Elon Musk and British television presenter Jeremy Clarkson. These two larger-than-life personalities have consistently butted heads over electric vehicles, Tesla's performance, and the future of transportation. Let's take a trip down memory lane and relive some of the most memorable moments from this epic battle of wits and opinions.
The Spark That Ignited the Feud
It all began in 2008, when Clarkson, then a host of the popular British television show Top Gear, reviewed Tesla's first production car (video below), the Roadster. In Season 12, Episode 7, Clarkson was critical of the Roadster's range and reliability, with the segment featuring the car running out of battery and breaking down. Tesla quickly claimed that the breakdown was staged for dramatic effect, a claim that BBC denied.
The Aftermath and Legal Action
Tesla didn't take Clarkson's review lightly. In 2011, the electric car manufacturer filed a lawsuit against BBC, alleging defamation and malicious falsehood. However, the British High Court dismissed the case in 2013, with the judge stating that no Top Gear viewer would have reasonably compared the Roadster's performance to that of a traditional sports car based on the episode.
The War of Words
The legal battle didn't put an end to the rivalry. Over the years, Musk and Clarkson exchanged barbs through interviews and social media. In a 2018 interview with The Independent, Clarkson called Musk "an idiot" and claimed they "almost had a fight." In response, Musk took to Twitter and called Clarkson "weird" and "rude." In 2021, Clarkson talked about Musk's kids' unique names and suggested he call them "John or Jane or whatever."
The Twitter Battle
The rivalry between Musk and Clarkson has expanded beyond the realm of electric vehicles. Recently, Clarkson shared his thoughts on Musk's new Twitter laws and claimed that the new CEO should be paying him to use the social media network. In his Sunday Times column, Clarkson expressed his outrage at the proposed new costs for blue tick verification. He argued that he brings in advertising for the platform and should not be paying for the verification. This latest episode showcases the enduring feud between these two influential figures.
The Autopilot Debate
Clarkson has also criticized Tesla's Autopilot feature, questioning its safety and reliability. He once called it "an accident waiting to happen" after a fatal accident involving a Tesla Model S operating on Autopilot in 2016. However, Musk has dismissed Clarkson's concerns as biased and uninformed, insisting that critics have an outdated view of electric vehicles and are resistant to change.
The Model X Review and Beyond
Despite his new-found popularity, Clarkson didn't shy away from critiquing Tesla. In a 2019 episode of The Grand Tour, he reviewed the Tesla Model X, acknowledging its advancements while questioning its design and practicality. Clarkson said, "The truth is, the world's most hated car company has changed the world," but he also questioned whether electric vehicles would ever fully replace internal combustion engine cars.
The Grand Tour and Clarkson's Farm
After leaving Top Gear, Clarkson and co-presenters Richard Hammond and James May launched The Grand Tour on Amazon Studios. The show continued to feature Tesla vehicles and maintain a critical stance on electric cars. However, Clarkson's image softened with the release of his show Clarkson's Farm, which showcased his love for farming and the challenges he faced in running a farm. The show garnered a new fan base and a more sympathetic public image, but he still prefers internal combustion.
In a surprising twist, Elon Musk appeared on Top Gear in 2020, discussing Tesla's progress and the future of electric vehicles with the show's presenters. Though Clarkson was not involved in the episode, the appearance marked a notable moment in the rivalry's history.
The ongoing feud between Elon Musk and Jeremy Clarkson is a fascinating chapter in the automotive world. As electric vehicles become increasingly popular, the rivalry between these two influential figures serves as a reminder of the broader debate surrounding the future of transportation. With the latest development involving Twitter, it's clear that their rivalry continues to evolve and shows no signs of slowing down. Fans of both individuals can only wait and see what the next chapter holds for this electrifying tale.
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