Tesla Loses One More Head Of Communications As Khobi Brooklyn Steps Down

SEP 9 2016 BY ERIC LOVEDAY 37

Tesla Emblem On Model S

Tesla Emblem On Model S

Tesla’s communications/public relations department has taken a hit with the departure of Khobi Brooklyn. Brooklyn held the title of “Director of Communications” for the past 6 months or so.

For Tesla, keeping an individual for any length in time in the capacity of head of communications has proved challenging over the years.

Most notably, Ricardo Reyes, a two-time vice-president for Tesla’s Global Communications left the automaker back in March. Reyes had served in the lead communications capacity at Tesla from 2009-2012 and then again from 2014 through March of this year.   Earlier to Mr. Reyes second term, Nissan’s former Chief Planner took a spin at heading up communications at Tesla and burned out within 6 months.

When Reyes departed in March, Brooklyn became the most experienced individual to fill the spot. Brooklyn had been at Tesla since 2009 in similar roles, but had not held the top spot until Reyes departed. However, Brooklyn assumed a different title than Reyes.

  • Reyes – Vice-President Tesla Global Communications
  • Brooklyn – Director Of Communications

Why the different titles? We’re not sure, but regardless, Tesla is now down a head of communications. This department at Tesla has always been undersized, so a loss of another prominent individual will make an already overworked team have to work even harder as a replacement is sought…or maybe no replacement will be named.

Source: Electrek

Categories: Tesla

Tags: ,

Leave a Reply

37 Comments on "Tesla Loses One More Head Of Communications As Khobi Brooklyn Steps Down"

newest oldest most voted

Musk communicates constantly, off the top of his head. The department’s main jobs are to help put out fires and to look stupid when Musk contradicts their press releases and media packages. Tough job, but somebody’s got to do it.

Or maybe not!

I bet the “Director of Communications” has a lot of face time with Elon….coincidence that they seem to drop like flies? Probably not.

@bro

Maybe Elon was on her case because she wasn’t working 24/7.

Does that mean they retire her sleeping bag, hanging it in the rafters at the Fremont factory?

“Why the different titles? We’re not sure, ”

VP’s make a lot more coin than directors. That’s why.

its part of elon’s strategy to cut all but critical spending to show profit in q3 🙂

That actually makes sense 🙂

Or, it’s just the normal high turnover rate in tech industry.

Unfortunately, I think the first comment here sums up the situation rather well. Or at least, it fits well with what I was told by someone who knows more than I do about the inner workings of Tesla Motors. The marketing department likely has the worst morale of any at Tesla. Their press releases ought to all end with the disclaimer “…unless Elon says or tweets otherwise.”

By the way. Tesla has a lot of stock price violability.

This looks like a good time to pick up a few shares, and sell later on a high point.

The whole market is down on weak oil prices, higher rigs put into action, and a possible minor fed interest rate hike.

That’s a joke that Tesla goes down with lower oil prices. As if they were correlated.

I think Tesla stock price will continue to drop. It’s way overvalued for an auto manufacturer and considering all that has been happening lately, I think the stock value has reached the point where the company’s unprofitability and growing costs become more of a factor in investor’s minds as the spotlight on the company and their products seems to have peaked out and is even becoming dimmer. Negative opinions regarding product quality are more and more audible; and for the first time they are following competition rather than leading the way in exploiting an important new market segment which is key to their survival.

It is a critical time for them right now. Their canary in the coal mine which will indicate their future is the Model 3 waiting list… if a run on refunds were to occur, it could shake investor confidence and things could become very dark.

If you feel you must post anti-Tesla FUD here, then at least try to say something other than the same B.S. that FUDsters have been repeating for years. As it is, you’re not only being negative, but also boring. 🙁

Tesla is aiming for 500,000 cars per year. GM is planning on making only 25k-30k per year of their Bolt, which I presume is what you’re talking about.

Seems those involved in actually making the cars disagree with your assessment rather sharply.

The only “minor” difference that Bolt is on pre-production assembly line and the numbers are planned for 2017.
Model 3 start of production is unknown, just wishful Elon dreams. Certainly you will not see 500k/year rate in 2017. Most likely 2017 production number – from 0 to 5000. More likely closer to 0, as it all depends on Tesla being able to sell another (!) secondary this year for 3 billions or so, and another 2-5 billions to scale production to 500,000. Investors are turning sour on this, and it is far from guaranteed, especially with SolarCity boat anchor.

Perfectly stated zzzzzzzzzz. There will not be a Model 3 on the road until 2018, more likely 2019 when they will make a few thousand. There will probably never be 500,000 Model 3s on the road, Elon wishful thinking.

And the Model 3 will not be $35,000. It will arrive with a substantial price adjustment like every Tesla car in history. I am guessing $42k – $45k. Maybe as high as $50k when it is configured the way most people will want it.

The III is going to be a very nice car when it arrives, but as you note, the base cars MSRP is going to be around $40k if it has the full 200 mile AER. And I don’t see them making a 150 mile model because the 14 extra kWh needed to get it from 150 to 200 cost so little.
Tesla probably will be a victim of its own success, in that they will have delivered nearly 200,000 electric cars by the time the III shows up, but the way the credit is structured, Tesla (and GM) can sell as many plug in cars as they can find buyers for in the 6-9 months after they sell the 200,000th car and every plug in car will get the full credit.

They can’t do that. They have stuck to the price for too long. If Musk reneges on that, then the stock could actually tank for real.

How about you stop harassing every single commentator who has a critical view of Tesla?

By normal value-investment standards Tesla is obviously an extremely overvalued stock. You may well argue that such valuation methods are wrong for a disruptor – but even then you’d have to admit it is a speculative gamble.

Tesla doesn’t make money and its liquidation assets are nowhere near enough to justify the market value. The only way the market value may be justified then is future profits – and they are, as for any company, uncertain.

It is really that simple. And yet anyone who dare point out this obvious truth gets accused by you of being a FUDster, short-seller, or worse. WTF

“Tesla doesn’t make money and its liquidation assets are nowhere near enough to justify the market value. The only way the market value may be justified then is future profits – and they are, as for any company, uncertain.” Do you remember Amazon.com didn’t have full year profit for many years after started up in the 90’s ? Amazon.com was expanding/growing their business, their investments were more profit they had selling everything. Look at their domination and their stock price over the last 10 years. Tesla isn’t exactly the same as Amazon.com, but Tesla is in expanding mode the last few years and will be the next few years. Look at their production volume since 2012, it grows every year from few thousands in 2012 to almost 50,000 in 2015 and should be about 80,000 for 2016 and higher in 2017 … The auto manufacturing industry is highly capital and labor intensive, expanding production line by 40-50% a year requires a lot of money buying tools, robots, stamping … 2011 Tesla employed about 3,000 people and it is more than 13,000 now. It costs a lot more money to have an extra of 10,000 employees in 5 years. Just Google… Read more »

You are dead on with this Stuart22. They are facing extremely strong headwinds right now. It is unlikely the stock will ever see 225 again let alone anything near its high trade.

They have massive execution risk – negative profits and trending down, dwindling cash, product quality issues, many high level executives departing, sales in EU dropping like a stone and not a clue how to make 500,000 units a year. The Cinderella story is unraveling.

And a very mediocre design in the Model 3 at best. It is very bleak. Sad.

And beat to market for a mass market car by more than 2 years by GM. And the bolt is superior quality product.

I LOLed a bit there. Rant on against Tesla – there are fair things to say. But to say the Bolt is a “superior quality product” when neither are actually available seems more of a stretch than usual.

“More than 2 years…” when that might be right but no one know and schedules put them at closer to 9 months apart.

“Very mediocre design…” regarding the 3. At least if you want to make arguments, look for something decent.

Those were the worst of course. Most of the others were pretty bad too but I just wanted to highlight the most ridiculous.

The concept of a reasonable ramp up and no major model 3 issues scares the legacy automakers as it should. EVs are amazing and if Tesla can hit a lower price point at volume (which I am confident they can), the stock price will be just fine.

As one more tell-tale sign, ever since Mobileye dumped Tesla, their stock is up and rising while Tesla’s is down and dropping.

I get the feeling that you think wall Street is a rational community; wall Street is an irrational, emotional, testosterone driven and drug infused community that thrives on tax payer handouts. Wake up man.

+1000

Tesla marketing truly has a lot of issues. I was helping film a piece for a major network yesterday about EVs, and the discussion came around to Tesla helping out.

They had been in discussion with Tesla since the spring and were not able to get any kind of substantial help from Tesla for the filming.

Gross incompetence at its finest.

This happened to me too! I was creating a film for a major UK network and wanted help. Considering the short film was basically talking up BEV’s as the way forward, Tesla didnt even have the courtesy to respond to my requests. Musk needs to truly learn from Virgin founder Sir Richard Branson. Look after the media, and the media looks after you.

I hosted the largest EV event ever put together two years ago right in their own backyard here in SoCal. I had corporate level participation from all 17 OEM plug-in models available in CA at the time and everybody was fantastic except for Tesla. They were very arrogant and demanding and ultimately backed out of showing the Model X prototype as promised. They were a nightmare.

“Gross incompetence”? Seriously?

Or maybe Tesla Motors — one of the most high-profile high-tech companies in the USA — gets far more requests of this type than it could handle even if the PR department was ten times its size.

If you consider how much press coverage Tesla gets, then clearly insufficient coverage is not among Tesla’s problems.

“Or maybe Tesla Motors gets far more requests of this type than it could handle even if the PR department was ten times its size.”

Likely not. Nonetheless you are blind to the point here – no response to a request is not good business. Failure to commit to a bare minimum of assistance is not good business.

Tesla is not representing themselves as a successful business very well right now.

Your Tesla fanboyism blinds you to realities.

Not commenting on, well…any of the other comments.

But from our prospective (and not getting into specifics), having dealt with Tesla and all the other OEMs directly for a very long time, this is one area Tesla is far behind its counterparts.

IMO, this department is far under-staffed, over worked/stretched thin, and seems to be beholden to the unpredictable whims/demands of those above them, with absolutely no power (and no budget) of its own to make any independent decisions with – working in PR at Tesla would not be a job I would want that is for sure.

Last year I was part of a large Green Expo here in Huntington Beach. Many other OEMs participated with ride and drives and displays and giveaways. Tesla couldn’t bother showing up at all. They did offer to send some Tesla crayons to give to the kids. Crayons man. Awful.

I’m sure that is accurate. But what it’s like from the media’s end isn’t necessarily important. What is certain is that Tesla doesn’t need to fight hard for attention. Elon can’t really tweet ANYTHING Tesla-related, and hardly much else, without a minor media storm following the fact – at least in the EV specialist media. And their “events” – taking a page from Apple’s playbook – are viewed live by millions, plus further millions in retrospect. It seems to me like they can do fairly well without a lot of PR people spending much time talking to the media. Instead, their PR people can work on tactics and strategies that are then carried out by Elon. For instance, I’d bet they try to plan what Elon might tweet that is a hint of what’s coming but unclear enough to generate tons of speculation. And then I’m also sure Elon occasionally tweets a quick reply without having discussed it with any of his PR folks. As long as the products are so unique and appeals to so many, the need for traditional PR is questionable. It could even hurt the company. Part of the mystique is the whole idea that Tesla… Read more »

That is possible.

As an EV proponent for nearly 20 years that pushes the concept forward in every way possible, I am frustrated by their lack of participation in the general transition to sustainable transportation. Their mission is to accelerate the advent of sustainable transport yet they do not support or collaborate in the efforts of others who are working hard for the same end. It is a critical and enormous task that has and will continue to require spectacular effort from many sources to achieve, including the government, the public, the media and the private sector.

BTW, the government, you and me, are significant reason Tesla is happening at all. Obama’s policies have helped to create a commercial opportunity for Tesla to leverage. They are not achieving it in their own.

Their behavior is disappointing, that’s all.

You just exceeded Trump’s lies and spin here with this statement of yours Darren:

“I am frustrated by their lack of participation in the general transition to sustainable transportation.”

Tesla’s very mission is to leverage their ability to get the world to sustainable transportation and they have done more then every other of the (laggard) OEMs combined who history has shown repeatedly need to be dragged kicking and screaming away from their polluting ICE profits towards making compelling EVs.

I’m not saying that Tesla’s communication department doesn’t have problems but they are light years ahead of your FUD statements when it comes to electrification and sustainable transportation!

Nailed it…I think Darren is suffering from sour grapes after being snubbed by Tesla.

+100