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 Introduces Hands-Free Frunk Opening in Update 2024.32.3

Not a Tesla App

In Tesla’s upcoming update, 2024.32.3, Tesla has added hands-free support for opening the vehicle’s frunk. This follows the Spring Update (2024.14), which added Hands-Free Trunk support for certain vehicles.

When hands-free trunk support was added earlier this year, it was supported on vehicles that include an ultra wideband chip, which includes the refresh Model S, new Model X, and the 2024 Model 3. Due to the hardware requirement, these will be the same vehicles that support the new Hands-Free Frunk feature. Legacy vehicles without UWB will unfortunately not support either feature due to the hardware requirement. UWB enables far more accurate tracking of the phone key, allowing Tesla to pinpoint its exact location relative to the vehicle.

The Cybertruck interestingly also includes an ultra wideband chip, however, it didn’t include the automatic opening of the gate earlier this year. However, we expect the Cybertruck to also receive the hands-free frunk opening in this 2024.32.3 update or relatively soon afterward.

Update: The Cybertruck is receiving hands-free frunk support in the 2024.32 update as well.

Hands-Free Frunk

The Hands-Free Frunk works similarly to the trunk feature – with an iPhone 11+ and a recent version of the app, you’ll be able to stand in front of your vehicle, and the Frunk will unlatch after sounding a chime. On some vehicles, the frunk will immediately open after being unlatched, however, you’ll need to manually close it.

This new feature isn’t enabled by default – you’ll need to go to Settings > Locks > Hands-Free Frunk to enable it.

At this time, Tesla doesn’t support UWB on Android devices, though both the Hands-Free Trunk and Hands-Free Frunk support will come to Android users in a future app update, according to Tesla.

Exclude Home

With the addition of the hands-free frunk opening, Tesla has also added a new option. You can now choose to disable the automatic opening when your vehicle is located at home to prevent you from accidentally opening. This will apply to the automatic frunk and trunk. In addition, in the Model X, you’ll also be able to disable the self-presenting doors at home. This is a great addition as many people have kept the hands-free feature disabled due to it awkwardly opening in the garage.

In the 2024.32.3 update, Tesla also mentions that they’ve improved the detection of the phone key, which should make the feature more reliable and faster when approaching the vehicle from the front or rear.

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Tesla’s Referral Program Launches in Europe

Not a Tesla App

Following its recent launch in the United States and Canada, Tesla has launched their referral program in several European countries as well.

The program is available in Germany, Norway, France, the Netherlands, the United Kingdom and possibly others. The program is almost the same as the one available today in North America, with rewards for each referral and a discount for those referred. The cap in Europe is also ten per year.

This program comes right on the heels of a 0% financing offer for the Model Y in Sweden and France. While referrals aren't currently available in Sweden, the 0% financing still is.

European Referrals

The European Referral program accounts for country and local currency, where applicable.

The referral reward program is comparable to the one available in North America. After exchange rates, there is only an approximately 10% difference between the available rewards in the US and EU.

Other Countries

We expect this program to start rolling out to other European countries over the next few days or weeks, as Tesla continues to expand its referral program.

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