How Tesla Tries To Keep The Media On Autopilot

autopilot

Today I appeared on Bloomberg television to discuss Tesla’s latest earnings, as I have after the electric car maker’s last few quarterly reports, but this time things were somewhat different. Minutes before we went live, the show’s host Emily Chang told me that she would be asking me about a correction that Tesla had requested to my most recent Bloomberg View post about the new Autopilot 2.0 hardware suite announcement. My initial draft had said that “several” people had died in Teslas with Autopilot enabled, and at the request of a Tesla representative my editors and I agreed to clarify that only two deaths were tied to the controversial driver assist system. I am always happy to make factual corrections to my writing, but because I had limited time to explain the complex circumstances around this particular issue I thought I would write a post laying out the particulars of this case.

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The Mystery Of The Unsold Cars

Ah, look at all the lonely automobiles...

Ah, look at all the lonely automobiles…

One of the great frustrations about writing on the internet is the constant reminder that words can never compete with images for immediate impact. The human symbol-based psyche craves simplicity in a frighteningly complex world, and images provide their impact immediately, without need for further consideration. The old chestnut that “a lie is halfway ’round the world before the truth gets its pants on” is especially true in the modern world, where ever more is shared in images that can only ever show so much.

When Zerohedge posted photos portraying huge parking lots where, allegedly, “the world’s cars go to die” it was inevitable that the photos would have a huge impact. After all, 1) ZH is very well read and 2)monstrous overflow lots stuffed with unsold vehicles were to the 2008 US auto meltdown what suburbs full of foreclosure signs were to the mortgage crisis. In my naivete, however, I believed the shocking (if not entirely accurate) imagery of the post would inspire a closer look at the current auto inventory situation around the world. Having warned of inventory buildup in the US in a recent Bloomberg View post, I thought I could busy my weekend with other issues.

Yeah, right.

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