As part of a directive to promote the environmental friendliness of the new Tesla models, the automotive company has recently promoted a “Bioweapon Defense Mode” feature for new vehicles that supposedly protects the inside of vehicles from outer environmental conditions that match a hypothetical, concerted effort to poison those inside the vehicle. The company wants to demonstrate that its air filters are so powerful that they not only keep the air clean inside their cars but also purify the air beyond normal conditions. The PR stunt has drawn a great deal of attention and has featured in notable publications across the world. Although cabin filters have been in cars for decades, Tesla’s HEPA-compliant air filters go beyond traditional standards to ensure an air clairity within cars that has dubious application to real world conditions. The probability that normal consumers would enter near-lethal environmental conditions is close to zero, but the company has effectively used the situation and their cars’ preparedness for it in order to promote their new line. Although the technology could be useful in densely populated and highly polluted urban areas like major metropolitan areas in China, the campaign exists more as an elaborate form of advertising than a sincere attempt to improve the functionality of Tesla cars. The advertising campaign has worked: TechCrunch recently stated that “Tesla is going to sell so many cars” because they target an emerging market of upper class environmentalists: “People who care both about the air they breathe and about not being part of the problem.” It will be interesting to see if the attraction to the air filters fades over the next couple of months or sustains itself past the launch date of Tesla’s upcoming round of cars.