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Elon Musk And His Unquenchable PR Fire

Tesla S may have a fire problem. But when it comes to PR at electric carmaker the fire may be burning at least as hot between CEO Elon Musk's ears as under the hood of the car. Columnist Gabe Nelson details Musk's wrangle with the National Highway Traffic Safety Administration around who asked whom to investigate the fires. Musk is taking huge risks with his intransigence says Nelson. "What matters is why Musk -- facing the most serious PR challenge in his company's short lifetime -- has stuck to his belligerent communications style. For Musk to try to show up NHTSA, at a time when the fate of the Model S rests in the agency's hands, is a dangerous way to defy convention."

Read the whole story at Automotive News »

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