Hyperdrive
Elon Musk’s Tesla Hype Machine Breaks Down
The market is having trouble squaring the CEO’s narrative with the carmaker’s results.
Elon Musk.
Photographer: Andrew Harrer/BloombergThis article is for subscribers only.
Stay on top of the auto industry’s transformation by signing up for Bloomberg’s Hyperdrive newsletter here.
For years, Elon Musk paid zero dollars for traditional advertising while almost singlehandedly keeping Tesla — and himself — front and center. 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.