Tesla has a budding brand problem. The question for investors is whether CEO Elon Musk will realize it in time. Tesla stock closed up 5.3% at $248.71, while the S&P 500 the Dow Jones Industrial Average gained 0.

Tesla finds itself in uncharted territory, now that it appears to have lost its aura of infallibility, leaving punters in the dark about its outlook.

Elon Musk's recent after-hours all-hands at Tesla shows he can often ask more of workers than other CEOs. Yet there might also be limits.

Shares of the electric carmaker Tesla ( TSLA 5.33%) traded 4.3% higher today, as of 2:34 p.m. ET, well ahead of major market indexes. Tesla CEO Elon Musk reportedly told company employees in a meeting earlier today to "hang on to their stock."

The CEO aimed to excite employees and investors about futuristic, if unproven, lines of business Tesla will pursue, including building a fleet of 5,000 humanoid robots.

Elon Musk sought to reassure Tesla Inc. employees during what he referred to "a little bit of stormy weather,"