That's a pretty damning article and it looks like there are more and more of those coming. Tesla still somehow benefits from its innovators / clean company reputation, but at this pace it won't be long before agencies start to act on what's become much more than just 'optimistic marketing'.
I think that reputation already died in the last 2-3 years. It's now pretty common in my circle to hear people say they'll pay a premium to not own a Tesla. Primarily because of lots of bad experiences with build quality/repairs, but also because there are now lots of high quality alternatives. Namely Rivian and Lucid, but also the legacy automakers (two friends bought mach-es recently and there's a smattering of F-1…
Are they also in the market for an electric car? I said I would pay a premium not to own a Tesla, largely because of Musk. And then it came time to buy an EV: and there just isn't a vehicle under $100,000 that performs better under 100mph. And range? The Kia EV6 GT, which costs $5k more than the Model 3 Performance (or $12,500 because it doesn't qualify for the tax credit), is slower 0-60, has only 200 mile range. The Model 3 could have 26% lower range than advertised and still have 10% more range. So .5 second faster 0-60, 10% longer range, for $12,500 less.