The Tesla CEO needs to excite the masses about where the company is headed the way he has in the past. By Dana Hull.
paid zero dollars for traditional advertising while almost singlehandedly keeping Tesla — and himself — front and centre. With a never-ending stream of tweets, television and podcast appearances, and livestreamed product events, the electric vehicle maker and its billionaire CEO dominated news cycles and occasionally went viral.
Last year, Musk was in the news like never before, albeit for problematic reasons: his offer to buy Twitter, his attempt to back out, and his sowing of chaos once he finally did take over. All the while, for three quarters in a row, Tesla under-delivered on one of the metrics that matters most: the number of electric vehicles it handed over to customers.What’s worse, the hype machine that kept Tesla humming has been breaking down.
Then he left it to chief financial officer Zachary Kirkhorn to effectively lower guidance for the year by flagging that Tesla expected to increase vehicle deliveries by “just under” 50% in 2022. Tesla ended up growing by 40%, even as it pulled out all the stops to juice sales at the end of the year.Musk has struggled to bend the narrative to his liking via tweets. For one, topics pertaining to the social media service itself have dominated his feed.
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