Musk’s Firm Stance Bad for Brand, Expert Says

After a driver was killed while using the autopilot function of a Tesla Model X, CEO Elon Musk found himself the target of critics calling out the safety of his vehicles. Musk did not take the criticism well, a stance that may have been a mistake, says Newhouse professor Michael Meath.

“You need to show empathy when there’s a consumer-facing product involved,” Meath, a crisis communications expert, told USA Today. “The way Musk carries himself is innovative and unconventional, but he can also be cavalier.”