Elon Musk’s Tesla Model X launch was a marketing and PR disaster

Tesla is a game-changing company. Its product is a game-changing car — one that Consumer Reports said was the best car they’ve ever tested. The new Model X is a major addition to the line-up and a hotly awaited SUV version of the company’s eco-friendly vehicles. It’s beautiful. It has self-opening doors! Gull-wing doors! It’s gorgeous. Sexy, even. Exciting. And painstakingly designed.
And Musk starts with safety. Minutes and minutes of safety. Maybe 10 minutes of crashes, crumple zones, collision-detection systems, risk of death, and chances of serious injury.
A little clue here for Tesla: When you are marketing, sell what’s awesome. Pitch what’s exciting. Focus on what is aspirational, inspirational, emotional.

http://venturebeat.com/2015/09/30/elon-musks-tesla-model-x-launch-was-a-marketing-and-pr-disaster/