For a luxury car it is important to portray vanity and egoism. Also a luxury car like the Model S uses Fantasy advertising to attract their buyers. Tesla has done what it's done without any advertising to the general public. The only things that are contributing to the Model S buzz and promotion are, Word of mouth, viral videos, forums and blogs, Awards, great reviews by reviewers, bad reviews, and also The Tesla stores and showrooms. Some think Tesla has a bigger plan on how they will promote the Model S. Tesla motors addresses any public relation questions on the Tesla website and forums. Recently there was a Model S fire that happened on a highway that drastically effected their public relations.
"A video that went viral of a burning Tesla electric car has emerged as a public relations nightmare for the company, analysts said Thursday, as the “green car” maker lost as much as $3 billion in market value two days after the incident in Washington state.
Tesla Motors Inc (TSLA.O) has confirmed that the car caught fire after the driver ran over a large metallic object on Tuesday morning just south of Seattle, causing extensive damage to the front end of the Model S sedan. Emergency officials at the accident said the fire occurred in the electric vehicle’s lithium-ion battery."
The person whom owned the vehicle stated that they will still want another Model S. Chair person Elon Musk states on the Tesla website, " you are 5 times more likely to experience a fire in a conventional gasoline car than a Tesla and it will be far more dangerous".
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