Here’s the latest news on the third fire reported for the Tesla Model S. Tesla has sold over 19,000 of the all-electric Model S sedans but this news threatens to change the mostly positive image the company has created over the years.

In today’s world of YouTube and social media, one viral video can instantly create a PR nightmare for a company. Tesla is dealing with that now, as the video above showing a Tesla S on fire is getting tons of views and is reportedly affecting the Tesla stock price today.

Of course, we have no idea whatsoever as to why this car was on fire and as to whether this gives any indication of real problems with Tesla vehicles. But the company needs to respond and address the issue.