Ploy, Noun: A cunning plan or action designed to turn a situation to one's own advantage.
Synonyms: trick
It definitely has a negative connotation.
It definitely has a negative connotation.
"Make no mistake, this is as much a PR cunning plan or action designed to turn a situation to one's advantage by Tesla to pump up their offering."
? A synonym may be trick. But the definition you cited fits what was happening perfectly without intending the synonym. Synonyms aren't always interchangeable due to nuances in meaning differences.