Tesla CEO Elon Musk shreds* the New York Times review of his Model S, using data to argue the writer is telling the wrong story.
I won’t pretend to know who’s actually right or wrong here — Tesla certainly only has an interest in telling its side of the story — but the fact that a company has the tools and distribution to quickly publish something like this today is pretty amazing. (See also, OXO’s wonderful takedown of rival Quirky.)
Even a few years ago, something like this probably would have required finding a rival newspaper — the Wall Street Journal, perhaps — to collaborate on a takedown. Or maybe an expensive full-page ad campaign in the top five papers, which would have looked defensive and seemed less convincing.
But now that every smart company has a regularly updated blog, Elon Musk has 136,000 Twitter followers, etc., brands can speak for themselves very powerfully. And if the tone is right, they don’t even look lame: Tesla actually looks pretty great right now*. The balance of power has shifted.
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