The first fire-related incident associated with the "Model S" occurred in Washington state on October 1, 2013. The media was quick to extrapolate the incident from the context. Graphic images and videos taken by bystanders who witnessed the incident began circulating across social media portals. Tesla executives were quickly responsive in taking action and addressing the issue. CEO Elon Musk took matters into his own hands and addressed the media backlash via a blog post on Tesla's website two days after the accident (Model S Fire, October 4, 2013). Elon used a specific style and tone in his response explaining the root cause of the fire, defending the "Model S" from an engineering perspective. He used language that was easy to understand. In this way, once the firefighters arrived at the scene of the accident, they managed to put to rest a series of speculations and theories circulating in the media regarding the cause of the fire and its spread. Model S fire, October 4, 2013) highlights his effective communication style as Musk states: “Earlier this week, a Model S traveling at highway speeds struck a large metal object, causing significant damage to the vehicle. A curved section that fell from a semi-trailer was recovered from the roadway near the accident site and appears to be the culprit, according to road crews who responded to the scene. Only a force of this magnitude would be strong enough to punch a 3-inch diameter hole through the quarter-inch armor protecting the base of the vehicle. “Tesla Motors took it a step further by publishing the email sent by the Vice President of Sales to the owner of the vehicle that caught fire. Most likely, it was strategically published… halfway through the document… Musk explicitly states : "We felt it was important to reduce this risk to virtually zero to provide Model S owners with peace of mind." Tesla service will also retrofit protections, free of charge, to existing cars upon request or as part of a normally scheduled service.” In his usual out-of-the-box thinking, Musk has gone a step further to add credibility and transparency to the company's efforts. to satisfy its customers and investors by attaching videos from high-speed cameras mounted on test vehicles to demonstrate the effectiveness of the titanium shield. on the impact of road debris, metal objects and concrete. In doing so, Tesla Motors has taken all possible steps and measures to put to rest further speculation associated with the Model S fires.