Can Tesla CEO Elon Musk win his PR battle against the NY Times?

But you have to credit Musk for trying, and following a solid reputation management response plan that despite the tough odds is actually gaining some traction and putting the Times on the defensive, prompting the paper to publish a lengthy blog post explaining itself.

The dispute between the Times and Musk occurred when the newspaper published an article last week critical of the all-electric Tesla.

Times reporter John Broder test drove the last model Tesla and complained about the car’s alleged inability to keep a charge, and how he had to slow down his speed and turn off the heat. He claimed the car’s battery system ultimately died before reaching its intended destination due to cold temperatures sucking the battery power out of the car.

Broder’s conclusion was that the car did no perform as advertised: “The Model S has won multiple car-of-the-year awards and is, many reviews would have you believe, the coolest car on the planet. What fun, no? Well, no.”