In his blog post, A Most Peculiar Test, Elon lays out counter-arguments for each point that Broder brought up in his review after examining in detail the car’s logs;
Here is a summary of the key facts:
- As the State of Charge log shows, the Model S battery never ran out of energy at any time, including when Broder called the flatbed truck.
- The final leg of his trip was 61 miles and yet he disconnected the charge cable when the range display stated 32 miles. He did so expressly against the advice of Tesla personnel and in obvious violation of common sense.
- In his article, Broder claims that “the car fell short of its projected range on the final leg.” Then he bizarrely states that the screen showed “Est. remaining range: 32 miles” and the car traveled “51 miles,” contradicting his own statement (see images below). The car actually did an admirable job exceeding its projected range. Had he not insisted on doing a nonstop 61-mile trip while staring at a screen that estimated half that range, all would have been well. He constructed a no-win scenario for any vehicle, electric or gasoline.
- On that leg, he drove right past a public charge station while the car repeatedly warned him that it was very low on range.
- Cruise control was never set to 54 mph as claimed in the article, nor did he limp along at 45 mph. Broder in fact drove at speeds from 65 mph to 81 mph for a majority of the trip and at an average cabin temperature setting of 72 F.
- At the point in time that he claims to have turned the temperature down, he in fact turned the temperature up to 74 F.
Elon goes on in more detail in the blog post but what struck me most about this whole affair is just how criminally stupid Broder could be in thinking that something as technically advanced as the Model S, and someone as technologically savvy as Musk, would not have the means to record every single bit of information about the car and it’s performance.
We are truly entering an era of the Internet of Things where everything is quantified, connected and logged for analysis, whether in real-time or for future reference. Data is becoming more open and accessible and the ability to hype a claim or a product is becoming a practice of a bygone age.
And what this means for journalism, advertising and product marketing is very simple: you can’t fake it anymore.