Top Tesla Investor Tries Again to Get Musk to Fine-Tune Strategy

(Bloomberg) -- For the third time in the past year, Tesla Inc.'s largest outside shareholder is openly advocating for Elon Musk to fine-tune his approach to communicating with the market.

There's no need for Musk, an avid Twitter user, to be contained by a social-media blackout, James Anderson, a partner and portfolio manager at Baillie Gifford & Co., told Bloomberg Television. But there are ways the chief executive officer could change his tack in how he talks about Tesla that would be "fruitful," Anderson said in an interview at Allen & Co.'s Sun Valley conference on Wednesday.

"One should, on the whole, try not to give too many targets that may not be attainable, with specific dates at establishment," Anderson said. "And I don't think one wants sudden reversals of policy. I hope that's not too much for a major shareholder to ask."

Anderson, whose firm holds 13.2 million Tesla shares, said his comment about making goals applies to robotaxis. Musk, 48, said in April that by the middle of next year, 1 million Teslas will be on the road that are fully capable of driving themselves. Weeks later, Musk said autonomy could turn Tesla into a "half-trillion-dollar market cap company."

Musk, who owns 34.1 million Tesla shares, has made several strategic U-turns in the past year. Ten days after blindsiding many employees with a plan to close all but a small number of the company's stores, Musk backtracked. Within a span of less than three weeks last fall, he went public with an attempt to take Tesla private, then abruptly abandoned the pursuit.

Call for Peace

Less than a month before Musk's take-private tweets, Anderson called for a period of "peace and execution" for the company, which was struggling at the time to ramp up production of the Model 3 sedan. In March of this year, Anderson said Musk should be "enabled to step back from having to feel so driven to comment" about Tesla, adding that the CEO "can be in the background."

While Tesla shares have fallen 28% this year through the close Wednesday, they're outperforming Chinese electric-vehicle challenger NIO Inc., whose New York-listed stock has plummeted 42%. Baillie Gifford is the Shanghai-based company's top shareholder, with a 13% stake, according to data compiled by Bloomberg.

"We believe in the process of exponential technologies over periods of 10 years and more," Anderson said of Baillie Gifford's case for investing in both NIO and Tesla. "It's frankly close to inevitable -- nothing's ever inevitable, but close to inevitable -- that electric vehicles will be a dominant factor in 10 years' time."

Buffett's View

Anderson isn't alone in weighing in on Musk's outspokenness. In April, fellow billionaire Warren Buffett questioned whether the Tesla CEO needed to tweet so much.

"He's a remarkable guy. I just don't see the necessity to communicate," Buffett said in an interview with Yahoo Finance. He added that Musk had "room for improvement" in behaving like a CEO.

For all the suggestions he's publicly made to Musk, Baillie Gifford's Anderson is still far from a critic.

"The last thing we want to do -- and I would be resilient about this -- is to in any way crimp the great gifts and extraordinary achievements that Mr. Musk does have," he said.

To contact the reporters on this story: Craig Trudell in New York at;Ed Hammond in New York at

To contact the editors responsible for this story: Craig Trudell at, Ville Heiskanen, Sam Nagarajan

For more articles like this, please visit us at

©2019 Bloomberg L.P.


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