For nearly a decade, The Boring Company, Elon Musk’s ambitious tunneling enterprise, has operated with a distinct aversion to public engagement, mirroring the media strategy often employed by Musk’s other ventures. Journalists found their inquiries routinely ignored, and the company maintained no public relations department. Its president, Steve Davis, a long-time associate and known “fixer” for Musk, was a particularly elusive figure, rarely surfacing for public appearances or speaking engagements. This established pattern of silence, however, has recently undergone a dramatic shift, prompting observers to question the motivations behind this sudden pivot towards transparency.
The change became undeniably apparent in late November when Davis participated in a 90-minute livestream discussion on X, a platform Musk owns, with a former news broadcaster. The conversation centered on The Boring Company’s proposed tunnel project in Nashville. This was not an isolated incident. Weeks later, Davis personally guided a reporter from the Las Vegas Review Journal through tunnels under construction in the city. In January, he rode in a Tesla with a YouTuber, pointing out features within the completed section of the Las Vegas Loop. This recent flurry of public activity from a figure who has spent the better part of ten years actively avoiding the spotlight marks a significant departure for the company. Davis himself acknowledged this new approach, telling the Las Vegas reporter during the tour, “We’re not transparent enough, so we’re glad that you’re here.”
The timing of this newfound openness may not be coincidental. The Boring Company has recently faced several public challenges. Fortune reported that the company incurred a fine for discharging wastewater into Las Vegas manholes, and an investigation into incidents where firefighters sustained burns in its tunnels led a member of Congress to demand greater transparency from Nevada’s governor. In Nashville, where the company aims to build a new 25-mile network of tunnels, a Metro Council member has introduced legislation opposing the Loop project, garnering significant support from peers. A group identifying itself as the “Big Dumb Hole Coalition” has also emerged to actively oppose the project. These pressures suggest that the company’s media engagement could be a strategic response to mounting scrutiny and public resistance.
Despite its ambitious goals of developing “hyperloop” tunnels for autonomous vehicles traveling at speeds exceeding 100 miles per hour, The Boring Company’s progress has been incremental over its roughly ten-year existence. The company has only opened a four-mile stretch of tunnel in Las Vegas, where human drivers currently chauffeur tourists at 35 miles per hour. Previous projects in California, Illinois, Texas, Florida, and Maryland have all failed to materialize, stymied by a loss of political momentum or environmental assessment hurdles. A former employee, speaking anonymously due to fear of reprisal, suggested that these past setbacks have likely informed the company’s current strategy. “I think they’ve realized based on failures on other projects that they need to be more proactive on messaging,” the individual stated. The company has also launched a bimonthly blog in Nashville and had a representative, Tyler Fairbanks, speak at a Nevada State Board of Regents meeting to underscore the company’s commitment to safety.
Steve Davis, a mid-40s president of The Boring Company, stands as the primary figure in this evolving public relations effort. His history within Musk’s ecosystem is extensive; an early SpaceX engineer, he was recruited by Musk in 2022 to help reduce costs at X and later assisted in running Musk’s Department of Government Efficiency. While Davis has historically maintained a low public profile, his recent appearances offer a more direct glimpse into his personality. Descriptions from peers have painted him as a hands-on manager, known for his direct involvement in employee communications and interactions with regulators, though some have noted a ruthless and occasionally insensitive streak. During the recent tunnel tour with a Tesla podcaster, Davis appeared energetic and enthusiastic, particularly when discussing the “Hyperloop Plaza” in Bastrop, Texas, where The Boring Company’s research and development facility is located.
Len Sherman, an adjunct professor at Columbia Business School, suggests that while Davis’s efforts might make the company appear more approachable, sustained public trust will ultimately depend on delivering tangible results. “They made claims, and now are continuing to make claims to be the new face of urban mobility,” Sherman observed, adding that he has yet to see evidence that supports these assertions. However, Sherman also expressed optimism about The Boring Company’s increased willingness to engage with the public, hoping that Davis will continue to participate in discussions that include challenging questions. The long-term viability of their projects, particularly those involving public transportation, necessitates broad stakeholder buy-in, from landowners and politicians to technical experts and city residents. Hiding from public discourse, as Sherman put it, is simply not a sustainable option.
