Things like the Consumer Reports ratings and the Motor Trend "Car of the year" award are pretty objective. You're right that it's subjective, but there's empirical evidence that a lot of people feel it's superior.
I dont trust either. I dont know who paid off who to get a good rating. ;-) And who knows what biases are there in the reviewer?
Besides, I may not purchase a vehicle based on any of the same factors as the average person that these ratings/awards are targeted to. To some people a car has to have a certain feel. How much more subjective can that be?
It's like product reviews on the internet. Almost wish they didn't exist they're so fake most of the time. we digress...
The quality of awards/ratings aside, that shouldn't even matter here. Tesla or any other manufacturer should be able to sell directly to the consumer if that's the way the two parties want to do business. I can buy apple products directly from Apple and not have to go through Best Buy or anyone else. Why do cars have to be different, still, in 2014?