The time-honored way of promoting a car is to run a road competition. They need to create some kind of long-distance rally (or rallye) between Model S's and gas

The time-honored way of promoting a car is to run a road competition. They need to create some kind of long-distance rally (or rallye) between Model S's and gas-powered cars, with a prize big enough to draw lots of coverage. Even if the Tesla doesn't win it, a respectable finish will do it good. Like for instance, a cross-north-america race but allowing refueling/recharging only at designated stations, which are spaced at intervals that are 90% of the full-tank/full-charge range of each vehicle.