IMO, this was horrible, horrible PR. They basically confirmed all allegations, while still coming out as snotty jerks (talking about "unfounded rumors"?!). Linking the ad-hominem attack was just low.
They are in a difficult situation, as the problem is real, and difficult to address. In fact they are clearly doing a lot trying to address it, which is to their credit -- now if instead of downplaying it, they presented it clearly, and focused on what they are doing and planning to do, and thought about more solutions, it would do them much good.
And solutions don't have to be just technical -- offering insurance (even if high-deductible) would do quite a bit to calm some fears, as would the GPS based service if explained and offered right. Either way, without some kind of fix for such problems, they will never see any adoption beyond the "toys for the rich" market.
Totally agree. Good PR lets the bad news out all at once, and the good news out in drips.
Day 1:
We are very sorry that a handful of our thousands of users has had battery problems. It is true that a battery can be irreversibly damaged by a "deep discharge". It has not been covered by our bumper-to-bumper warrantee, as it is considered to be a misuse. This is only possible if a car is not being used on a regular basis, and provided our cars are left with a 50% charge they can last for months without a problem. Please do not leave your Tesla with a low charge if you will be away for a long period of time. This should not be a problem for the vast majority of our customers, but some may need to take special precautions, if they will not be driving their car for a long period of time.
Day 2:
Compare old Tesla to new Tesla. Note how long the new Tesla can last on 50%. Note that all cars have problems (oil, radiators, fan belts); and that it takes time for the new rules to sink in. Note that only a small handful of customers have been bitten, despite it being a completely new system. Note how many people have their engines get cooked, even after 100 years of oil burning cars. Note that electricity is fundamentally simpler, and easier to maintain, and that will only get better with more design work, and as people become accustomed to it.
Then wait a while, and find (or make) some good news. Free replacements for the handful of effected customers?
The more time people spend reading and arguing over the fine points of PR spin, the more time your name is dragged through the mud. Get it over with quickly.
They are in a difficult situation, as the problem is real, and difficult to address. In fact they are clearly doing a lot trying to address it, which is to their credit -- now if instead of downplaying it, they presented it clearly, and focused on what they are doing and planning to do, and thought about more solutions, it would do them much good.
And solutions don't have to be just technical -- offering insurance (even if high-deductible) would do quite a bit to calm some fears, as would the GPS based service if explained and offered right. Either way, without some kind of fix for such problems, they will never see any adoption beyond the "toys for the rich" market.