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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In just 8 months, Tesla has gone from breaking ground to delivering electrons at its most ambitious Supercharger project to date, just in time to be ready for the busy Fourth of July holiday weekend. Project Oasis, the world’s largest Supercharger site, is now partially open to customers for its first phase in Lost Hills, California.
What makes this remarkable is the speed of execution. In just eight months, Tesla has constructed a site that will eventually feature 168 stalls (84 stalls are now open), supported by 11 MW of solar power and 10 Megapacks of battery storage. That construction speed is pretty impressive, but what is even more impressive is how this new station operates and what it means for future Supercharging infrastructure.
Self-Sufficient Energy Oasis
Not a Tesla App
The first 84 stalls at Lost Hills are now open, and according to the Tesla Charging team, they are currently powered solely by the sun and operate off-grid.
This makes it more than just a new Supercharger site. It serves as a proof of concept for a new type of Supercharger. Unlike nearly every other charging site in the world, which draws power from local utilities, this station generates its own clean electricity from its massive solar array and stores it in its array of on-site Megapacks.
Self-sufficient charging stations are something completely different than what we see today. They are highly resilient since they’re not reliant on the grid. That means that even if there is a local power outage, brownout, or blackout, one can always come to Lost Hills to Supercharge.
If you’ve got a Cybertruck, you could take advantage of the Cybertruck’s Powershare feature and charge up at Lost Hills to help keep your home powered during a blackout, utilizing the Cybertruck as a portable battery charger. Now that’s true independence and self-reliance.
The Future of Charging
Solar-powered Superchargers help avoid massive new loads on already stressed electrical grids, especially during peak afternoon and evening hours, when demand is the highest.
This is Tesla’s vision for the future of charging: a clean, fully closed-loop ecosystem that sustains itself. The sun’s energy is captured, stored, and delivered directly to vehicles on site at any time of day without relying on the electrical grid or fossil fuels.
Largest Supercharger in the World
This opening of 84 stalls is just the first phase of the project. Tesla says that the remaining stalls, as well as a new on-site lounge, are coming later this year. Once complete, the 168-stall site will be the largest Supercharger site in the world.
While the speed of building such a massive project in just eight months is a testament to Tesla’s execution, the true innovation is actually that self-sustainability. Let’s hope we see even more large, self-sufficient Supercharger sites across the world in the near future.
Elon Musk is once again seeking to expand Tesla’s vertical integration in the energy sector, this time focusing squarely on solar power. Following discussions on X that highlighted the massive gap in solar deployments between the US and China, Elon is now discussing the need for a Tesla Solar Gigafactory in the United States.
This potential move is driven by a specific catalyst: the exponential growth of AI is creating an insatiable demand for electricity. For Tesla and xAI, two of Elon’s companies betting their future on AI, building the power generation required is a strategic necessity.
A new factory wouldn’t just be about making panels; it would be about manufacturing the final missing piece in Tesla’s vertically integrated energy ecosystem.
Maybe there should be a solar Gigafactory in America
The context for this renewed focus is pretty stark. In May, China reportedly added a staggering 93 gigawatts (GW) of solar power capacity. In contrast, the United States installed approximately 14 GW over the entire first quarter, roughly 20 times less than China.
The primary driver of this demand is the revolution in AI. Training ever-larger and smarter AI models involves operating vast data centers, which consume staggering amounts of power. Google, Amazon, and Microsoft have turned to small-scale nuclear reactors, with Microsoft petitioning to reopen the infamous Three Mile Island for its AI operations.
For Elon’s companies, whose future products like FSD, Optimus, and Grok are built on a foundation of real-world AI, securing a massive and sustainable energy supply isn’t a side quest. It is part of the main mission, especially in conjunction with grid-scale storage, such as Megapacks and Powerwalls. You can’t power a world of autonomous robots without a world of abundant, clean energy.
The Tesla Ecosystem
A US solar gigafactory would be the final, logical step in completing Tesla’s energy hardware ecosystem. While Tesla already manufactures some solar panels and the Tesla solar roof, the scale is too minuscule to matter.
By mass-producing its own panels, while also increasing Solar Roof production, Tesla would become a true one-stop shop for all things green energy. This would allow the company to supply its own large-scale projects, like the massive solar array for Project Oasis - the world’s largest Supercharger site.
It would also enable more complete residential packages, like the Giga-Small Haus concept home, combining Tesla-made panels and roofs with a Powerwall 3. This level of vertical integration would give Tesla complete control over the technology, cost, and supply of every major component in its energy ecosystem, from generation to storage to mobility.
Building a new Solar Gigafactory is about much more than just simply producing solar panels. It’s a requirement to power Tesla’s future products and make solar panels accessible to everyone.
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