Elon Musk is fascinated with the letter X.
Let's help him out.
He causes confusion by renaming Twitter to just X, so people keep calling it Twitter or "X formerly Twitter", etc.
So, let's style it like SpaceX as TwitX.
It seems to fit, so let's go for consistency and rename his car company Tesla as TeslaX, which we can easily pronounce as "Tes-lax".
Again, it seems to fit.
It even evokes thoughts of something that rhymes with "fit".