Did you know that Ford has issued 16 recalls for one generation of the Escape? Probably not. That’s because the news hasn’t spread far beyond the hardcore automotive press. Why? Because nobody cares. Ford is boring. Tesla, on the other hand, is not boring. It builds things nobody else has the balls to build. And when you’re not boring, people gawk.
Today we find that Consumer Reports has been poking around Tesla forums to find Model X tales of woe. If that isn’t precious enough, the WSJ tracked down a Tesla owner to interview about her issues. Oh Rupert. Peruse ANY car forum and you’ll find tales of woe, but they’re not worth mentioning. And hang around any auto service department and you’ll find plenty of people willing to complain on the record. But we don’t read about them in the WSJ, because nobody cares.
We can’t complain too loudly about the gawking press, because Tesla also benefits from it: Interviews with Tesla owners about their super-duper vehicles. Tesla gets an OTA update. Tesla opens a showroom. Tesla installs a Supercharger. Tesla might export to Pitcairn Island.
You don’t hear about every decision BMW makes, every sentence its CEO says, every zit on BMW’s bum or everything BMW tweets. That’s because nobody cares. Heck, today the automotive press reports VW’s emissions cheating kit dates back to 1999. That’s NEWS. Yet on the front page of the WSJ website you’ll instead find a Model X. See below. What does this tell you?
Thank you, world, for caring enough about Tesla to gawk at its owners. Drive a Tesla, become a celebrity. You’ll get special attention even if you do nothing except rave about it, bitch about it, get into an accident or avoid an accident. It’s all noteworthy. Even newsworthy.
And so Tesla’s mind share continues to grow . . .