#TeslaMotors

Complain about Tesla Motors’ hype machine all you like; it’s still an innovative company. Unfortunately, it has painted itself into a bit of a corner as a result. Still lacking the production might of its much larger competitors, it continues to brand itself as an upstart as it works on improving volume. That means its CEO, Elon Musk, has to continue coming up with new ideas and gimmicks to keep the public impressed.

This week, he came up with a special vehicle mode that would improve the vehicle’s usability while parked. But we can’t exactly tell if it’s a good idea or a bunch of meaningless fluff. Dubbed by Musk as “ party & camper mode,” the setting would allow drivers to maintain in-car airflow, regulate the temperature, play music, charge devices, and have access to lighting for up to 48 hours.

There’s no timeline for the feature, but it would likely be done through via over-the-air updates, meaning it could be applied to every Tesla vehicle currently on the road.

Tesla Motors announced Thursday that it officially reached 200,000 deliveries this month, which is good news in terms of overall sales. But the figure also means the company has surpassed the threshold requiring that federal tax credits be phased out, which is bad news.

Some speculate that, without government incentives, fewer people will be willing to buy Tesla-branded vehicles. While that’s a possibility, the brand offers unique, trendy models not readily available elsewhere. We’d presume a discount on an iPhone would probably help sales as well, but affordability it isn’t the main reason people purchase them.

We’ll see what kind of impact it has on the automaker as the $7,500 federal electric vehicle tax credit for new owners is gradually phased out. It will also be telling for the electric vehicle market as a whole, as Tesla is the first EV producer to reach the limit.

It finally happened. Tesla Motors reached its goal of 5,000 units per week for the Model 3. After numerous production setbacks and timeline adjustments, the automaker reset its target for the end of the second quarter and appears to have pulled it off just five hours after the deadline passed.

With Tesla having extended its assembly line beyond the confines of the Fremont facility’s interior, it’s unclear if the company can maintain this level of production over the coming months. But, with steady progress having been made and the second-quarter goal hit, we at least know it’s theoretically possible — and that should please investors and consumers alike.

Tesla’s efforts to scale back its workforce will significantly impact its solar roof business. Its 9 percent staffing cut reportedly translates into the closing of roughly a dozen facilities in the United States. The company got into selling photovoltaic shingles after acquiring SolarCity for $2.6 billion. At the time, Tesla CEO Elon Musk, who previously served as chairman of SolarCity’s board of directors, called the purchase a “no brainer.”

The theory was that the new business would be synergistic. Customers could accumulate energy through solar roofs, store it in a Tesla Powerwall, and use it to recharge their vehicle, power their home, or supplement their energy needs during peak hours. But earlier this month Tesla announced it was pulling those products out of stores and abandoning its partnership with Home Depot. Customers will now buy their solar energy products through Tesla stores and the company’s website.

What happened?

As has been reported to death by every media outlet in history, including this one, Tesla needs to build more Model 3s to hit its production goals. Apparently, to reach its targets, the brand has resorted to assembling the vehicle in a series of tents that extend from the factory doors.

Tesla Motors CEO Elon Musk tweeted a photo of the company’s very first Model 3 Dual Motor Performance being finished at the location Saturday afternoon. “Amazing work by Tesla team,” he said. “Built entire new general assembly line in 3 weeks [with] minimal resources. Love u guys so much! Pic of 1st Model 3 dual motor performance coming off the line…”

Since everyone beneath it is gainfully employed, this is probably the best tent city we’ve seen crop up in California in quite a while. But the outdoor line is a little confusing, considering the scope the company’s Fremont facility — and Tesla still hasn’t come close to matching the production volumes witnessed when the factory was known as the NUMMI joint between Toyota and General Motors.

Tesla Motors CEO Elon Musk is correct in asserting just how poorly the media covers his company. We know that because, after he tweeted that Version 9 of the company’s software would allow the firm to begin enabling “fully self-driving features,” numerous outlets started claiming complete driving autonomy was just around the corner. We hate to be the bearer of bad news, but that isn’t what’s happening.

To be fair, much of the confusion came via headlines suggesting Musk had explicitly promised a fully self-driving vehicle. While that’s not even close to what he did, we understand that it’s a heading too tempting for many to refuse. We’re betting Elon grasps this concept as well, which is why he chose his wording so carefully. Frankly, the CEO probably comprehends the media far better than the media understands his company, and he regularly uses this to his advantage.

While several outlets clarified that Tesla was actually implementing a software update (with unclear ramifications in the body of their text), plenty glossed over that aspect of the story. Instead, they decided to tack on Musk’s earlier promise that the Tesla Roadster would be offered with a SpaceX package — 10 small rocket thrusters to improve the vehicle’s dynamics.

So far, 2018 hasn’t turned out to be a great year for Tesla Motors. The company has been plighted with production issues, some quality control problems, bad press over the questionable safety of its Autopilot system, and concerns over the financial stability of the company. While all of these matters remain fixable, the compounding pressure seems to have left Tesla CEO Elon Musk a bit unhinged — which has caused some complications of its own and been exacerbated by negative media attention.

The automaker needs a win, even a small one, so it can help rebuild its reputation and alleviate some of that pressure. Fortunately, it seems to have found its opportunity.

Last week, Consumer Reports gave the Tesla Model 3 a very mixed review. While it claimed to enjoy the vehicle’s handling and superior electric range, the outlet said its in-car controls were distracting and noted its average stopping distance of 152 feet was “far worse than any contemporary car we’ve tested and about 7 feet longer than the stopping distance of a Ford F-150 full-sized pickup.”

As a result, it could not recommend the the Model 3 to consumers. Musk immediately flew to Twitter to respond, saying the matter would be fixed without customers needing to have the vehicle serviced.

China’s recently announced plan to scrap its 50 percent foreign ownership rule for auto assembly plants could be just the doorway into the market Tesla CEO Elon Musk was looking for. It appears he’s already capitalized on it.

The electric automaker registered an electric car firm in Shanghai on May 10th, Reuters reports, in the hopes of building vehicles where they’re sold, rather than shipping them across the Pacific at great cost.

On Monday, Tesla CEO Elon Musk told employees the company intends to “flatten” its structure. That translates into fewer management executives as the automaker hires as many line workers as possible. Neither should come as a shock to those paying attention. Tesla Motors has bled high-ranking executives for a while now, and the autonomous assembly system that was supposed to revolutionize production hasn’t appeared yet.

Flattening the company’s management structure may be less about cutting costs and more about having no one to fill empty seats. That said, Musk’s announcement placed an emphasis on improving the company’s finances — echoing statements made during an earlier conference call that created some public relations hiccups. So the restructuring plan could be Tesla performing double duty.

“To ensure that Tesla is well prepared for the future, we have been undertaking a thorough reorganization of our company,” Musk said in his memo to staff.

Hoping to nudge the current Tesla Motors narrative in a more positive direction, CEO Elon Musk posted a “ quarterly all-hands video” late Thursday. Not particularly substantive, the clip is essentially a hype reel for the automaker — a relatively common practice within the industry. But near the beginning there are a few seconds where it teases a new vehicle.

Despite being covered almost entirely by a sheet, the vehicle (pictured above) set the internet into a frenzy. It even overshadowed the extended footage Tesla presented of the new Roadster in action. The general consensus is that the mostly obscured vehicle is an early prototype of the Model Y. But we’re less willing to jump to that conclusion.

It would be unfair to criticize Tesla Motors’ CEO without also illustrating just how important he is to the company. Were it not for Elon Musk, Tesla would have never made it this far. He was not only integral in its foundation but also the driving factor as it picked up investors. While the company was building innovative products, he has kept shareholders looking toward the horizon and keeping the faith.

Unfortunately, 2018 hasn’t been a great year for Musk. While the brand has managed to keep its exceptionally loyal fan base, bad publicity has shaken investor confidence. No automaker is free from ugly stories but Tesla has been deemed semi-miraculous for some time — making any failures that much more glaring. The bar has been set unreasonably high and unkept promises have caused issues. Tesla has itself a PR problem and, like most things, it looks like it’ll be up to Elon to fix it. But it’s going to be a monumental task, Musk is already putting out fires everywhere and the pressure is only expected to build over the next 24 months.

During Tesla’s earnings conference call, the one that didn’t go so well, CEO Elon Musk spent some time explaining the company’s strategy to bring Model Y into production. He even went so far to set a date for the electric CUV, saying it would introduce a “ a manufacturing revolution” within the next two years.

Wait, wasn’t the buzz that the modestly sized Model Y would be entering in production in 2019? According to Musk, it was not. But we know suppliers were accepting preliminary bids for contracts with the automaker already and it was reported that Tesla had said a November 2019 production date was “possible.” Pushing it ahead a few months, isn’t a big issue, especially since it hadn’t made an official announcement. But Musk said that was never the deal, saying that Tesla intends to commence assembly on the crossover in 2020.

Earlier this year, Elon Musk agreed to stay on as Tesla’s CEO for another 10 years. But he may not remain as the chairman of its board. This week, the automaker announced some of the proposals to be voted upon at this year’s annual stockholder’s meeting. Among them was a bid to have Musk replaced by an independent director.

After previous complaints that board members were too closely tied to Elon, the company took on Johnson Publishing Company CEO Linda Johnson Rice and 21st Century Fox CEO James Murdoch. However, at least one shareholder is claiming that isn’t sufficient and drafted a proposal to have Musk replaced as chairman — saying that his involvement with SolarCity and SpaceX conflict with his commitment to Tesla Motors.

Tesla Motors is months behind schedule. Despite promises that Model 3 production would be humming along by the end of last year, the automaker has found itself bogged down by all kinds of delays. In March, the company’s problems were exacerbated by a voluntarily recall on 123,000 Model S sedans and another high-profile crash involving its Autopilot system.

This has shaken investors’ previously unwavering faith in Tesla, and forced a significant dip in its overall share price. Last month, the company’s stock valuation took a hit that it’s just now starting to come back from. But Tesla CEO Elon Musk knows he cannot simply dazzle shareholders with new ideas and promises, and has been camping out at the factory in Fremont, California, to prove his resolve and engage in some on-sight troubleshooting.

While he has mentioned his office sleeping-bag before, we actually got to see it in a recent interview he had with CBS This Morning host Gayle King — along with the rest of the factory. Musk invited CBS to come and see the plant and discuss Tesla’s current status, providing a rare glimpse of the facility. Normally, the automaker is incredibly strict in terms of who it allows inside and no network television crew has ever been able to film the assembly process.

The National Transportation Safety Board, which is currently investigating last month’s fatal crash involving Tesla’s Autopilot system, has removed the electric automaker from the case after it improperly disclosed details of the investigation.

Since nothing can ever be simple, Tesla Motors claims it left the investigation voluntarily. It also accused the NTSB of violating its own rules and placing an emphasis on getting headlines, rather than promoting safety and allowing the brand to provide information to the public. Tesla said it plans to make an official complaint to Congress on the matter.

The fallout came after the automaker disclosed what the NTSB considered to be investigative information before it was vetted and confirmed by the investigative team. On March 30th, Tesla issued a release stating the driver had received several visual and one audible hands-on warning before the accident. It also outlined items it believed attributed to the brutality of the crash and appeared to attribute blame to the vehicle’s operator. The NTSB claims any release of incomplete information runs the risk of promoting speculation and incorrect assumptions about the probable cause of a crash, doing a “disservice to the investigative process and the traveling public.”