Investor Gary Black, who is the managing director of the Future Fund LLC, on Tuesday stressed the need for a better marketing strategy for Elon Musk-led Tesla Inc. (NASDAQ:TSLA).
World Class Marketing
“Far too many $TSLA bulls think FSD is so good it will magically sell itself, the investor said in a post on the social media platform X. He also slammed supporters of the company who were “blindly parrotting” Musk’s target of 20 million vehicle deliveries by 2030.
“Now the same delusional thinking is going on with FSD,” he said, adding that the bullish narrative is that the company’s Full Self-Driving (FSD) technology is “so advanced, and TSLA has such a data advantage vs peers that no one can catch up.” Black reiterated Tesla’s need for a “world class” marketing and communications strategy, which would then lead to FSD take rates above the “current mid-teens level to the 40%-50% take rates discounted by TSLA's 2026 P/E of 200x.”
The investor then shared that bullish supporters of the company needed to “give credence” to investors who have been “correctly cautious” on the automaker’s stock and “argued for greater marketing investment.”
Tesla’s FSD Woes
Musk, during Tesla’s first-quarter 2026 earnings call, shared that vehicles equipped with the Hardware 3 (HW3) chips would not be able to achieve unsupervised FSD, adding that the automaker could retrofit new hardware on vehicles with HW3 chips.
Musk’s comments on the HW3 chip, as well as the need for improvements to the FSD system, led to analyst Gordon Johnson questioning why the automaker’s value, driven by self-driving pursuits, wasn’t evaporating after Musk’s comments during the earnings call.
According to Benzinga Edge Rankings, Tesla offers poor Momentum, but excellent Growth. It also fails to provide a favorable price trend in the Long term.
Elon Musk did not immediately respond to Benzinga’s request for comments.
Price Action: TSLA declined 0.70% to $376.02 at market close on Tuesday, but surged 0.49% to $377.88 during the overnight trading session.
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