Tomahawk, WI 12/23/2013 (BasicsMedia) –  Just mentioning of ‘fire’ and Tesla’ in a headline is enough to reach Elon Musk, the Chief Executive of electric vehicles manufacturing company Tesla Motors Inc (NASDAQ:TSLA), without placing a call or booking appointment. The CEO has reacted angrily to a news report carried by Reuters that a fire which occurred in a garage in California was caused by a fault in the charging system of Model S.

For Tesla Motors Inc (NASDAQ:TSLA), talking about fire and Tesla in the same sentence is a kin to scratching wounds that have barely healed, more so now that investigations are ongoing in connection to the fires.

Mr. Musk has often sought to put records straight that his electric cars are by far safer than the gas powered vehicles. Furthermore, he holds that no deaths have resulted for the so-called fires involving Model S. But it seems the more he tries to defend his company’s reputation the more media is interested in reporting the fires.

The report appearing on Reuters last week sought to link Model S with a fire at a garage. The reported quoted a document by Orange Country officials.

It is reported that the garage fire may have been caused by faulty charging system of the car. But Tesla Motors Inc (NASDAQ:TSLA)’s CEO maintains that the new report is misleading, adding that charging logs of the car did not indicate any fault in the battery.

Fire reputation

Tesla Motors Inc’s (NASDAQ:TSLA) Model S suffered three fire incidents in span of less than six weeks, resulting in Fed investigation into the causes of the fires. The reports about the fires have put the CEO in awkward position trying to fight bad press.

Tesla Motors Inc (NASDAQ:TSLA) is now reported to have launched a software to would aiding in charging of the cars, if it could be that wire charging is still causing the cars to be liked with fire like in the case of Reuters report.

Vehicle sales

Tesla Motors Inc (NASDAQ:TSLA) is headed to topping 21,000 car deliveries this year. This is significantly up above last year’s deliver which was in lower single digit thousands. The company could have made bigger deliveries had it not been for the battery shortage that it is facing.

Tesla Motors Inc (NASDAQ:TSLA) is faced with production constrain because its primary cells supplier Panasonic is not able to supply its demand. It has however reported that it expects things to improve next year as it seeks more cells supply. At some point it was rumored that the company is thinking of installing its own cells manufacturing plant, but such thoughts look highly unlikely at the moment.

Even as the company is production-challenged, it is actually demand-overwhelmed. The orders for the Model S have increased in the U.S. as it is in Europe and now China. In Europe, the company is offering subsidized cars and it has lately been seeking to expand its Supercharger networks so as to ensure that more drivers can recharge their Model S conveniently.

The latest in Tesla Motors Inc (NASDAQ:TSLA)’s expansion is a showroom in Beijing.

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