1. Presented by Yuming Huang
An Analysis of Tesla’s Response to the Tesla
Model S Fire Incident

2. Company Background
• Tesla Motor Inc.
• Founded in 2003
• Manufacture and sell electric luxury cars
• Price starts from $60,000

3. Case Overview
• Who: A driver and his Tesla Model S
• What: The Model S caught fire
• When: Oct. 1, 2013
• Where: On a highway in Kent, Washington
• Why: The fire was caused by the direct impact of
a large metallic object to the battery pack
• How: Driver pulled over and departed without
harm;

4. Stakeholders
• Customers
- The owner whose car caught fire
- Other owners & potential customers
• Investors
• Mass media
- A bridge between Tesla & the publics

5. Communication Objectives
Elon Musk, Chairman & CEO of Tesla, issued a statement
on Tesla’s blog with an email form the owner.
• Spread the truth
• Earn coverage from mass media
• Build brand image & reputation
• Build customer’s trust toward Tesla

6. Key Messages
• The accident is an extremely uncommon occurrence
• Tesla’s design is well prepared for this circumstance
• Improper procedure leads to harder extinguishing
• Electric car is safer than gas-powered car
• Tesla has earned the owner’s support

7. Media Responses
• Positive
- Reported by several powerful news outlets
- Most of the coverage include the blog’s key messages
- Every coverage has quote from the blog
• Negative
- Some of the coverage suggest that Tesla was being
defensive

8. Implications
• Tell the truth, and be transparent
• CEO directly responses media
• Avoid using jargon
• Well prepared before releasing

9. Thank You!