Tesla Fire Case Study

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The first fire related incident associated with the ‘Model S’ occurred in the state of Washington on October 1st, 2013. The media was quick to blow the incident out of context. Graphic pictures along with videos taken by bystanders who witnessed the incident started circulating via social media portals. Executives at Tesla were quickly reactive in taking action and addressing the issue. CEO Elon Musk personally took matters in his hands and addressed the media backlash via a blog post on the Tesla website two days after the incident (Model S Fire, Oct 4, 2013).
Elon used a specific style and tone in his response that explained the root cause of the fire, defending ‘Model S’ from an engineering stand point. He used language that was easy to comprehend. Doing so, he was able to put to rest a number of speculations and theories circulating in the media pertaining to the cause of the fire and spreading of the fire once the fire department got to the scene of the incident.
An excerpt from his response (Model S Fire, Oct 4, 2013) highlights his effective communication style as Musk states “Earlier this week, a Model S traveling at highway speed struck a large metal object, causing significant damage to the vehicle. A curved section that fell off a semi-trailer was recovered from the roadway near where the accident occurred and, according to the road crew that was on the scene, appears to be the culprit. Only a force of this magnitude would be strong enough to punch a 3 inch diameter hole through the quarter inch armor plate protecting the base of the vehicle.”
Tesla Motors took a step further by posting the email sent out by the Vice President of Sales to the owner of the vehicle that caught fire. Most likely, it was strategically post...

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...rs Musk explicitly states, “We felt it was important to bring this risk down to virtually zero to give Model S owners complete peace of mind. Starting with vehicle bodies manufactured as of March 6, all cars have been outfitted with a triple underbody shield. Tesla service will also retrofit the shields, free of charge, to existing cars upon request or as part of a normally scheduled service.” In his usual out of the box thinking Musk took a step further to add to the credibility and transparency of the company’s efforts to satisfy its customers and investors by attaching videos of high speed cameras attached to the test vehicles to demonstrate the efficacy of the titanium shield on impact of road debris, metal objects and concrete. In doing so, Tesla Motors took all possible steps and measures to put to rest and further speculations associated with Model S fires.

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