During Tesla’s annual meeting of shareholders in 2023, CEO Elon Musk announced that the company will “try” its hand at advertising, marking a departure from its traditional approach.
Unlike other automakers, Tesla has long relied on unconventional marketing methods, such as email campaigns, referral programs, and Elon Musk’s influential tweets, rather than traditional advertising. The company has even leveraged its passionate customer base to create homemade ads, as demonstrated by the Project Loveday advertising contest held in 2017.
In the past, Tesla’s success was attributed to the quality of its products and the word-of-mouth advocacy from early customers, leading Advertising Age to recognize the brand as one of America’s hottest. Musk acknowledged the role of Tesla owners as brand ambassadors.
However, as Tesla seeks to promote new car features and highlight the affordability of its vehicles, Musk is open to exploring advertising options. Responding to a question during the meeting, he expressed willingness to advertise features like over-the-air updates and counter misconceptions about the pricing of Teslas.
Drawing from his experience as CEO of Twitter, a platform heavily reliant on advertising, Musk acknowledged the effectiveness of advertising and its potential impact. He acknowledged that while there is a dedicated following of Tesla enthusiasts, there are still many people unaware of the remarkable features and functionality offered by Teslas.
The specific details of Tesla’s advertising campaign remain uncertain. Given Musk’s tendency to share resources among his companies, it is possible that he may tap into the expertise of Twitter, one of his other ventures, to launch Tesla’s first advertising initiatives.
By embracing advertising, Tesla aims to reach a broader audience and increase awareness about the impressive capabilities and value of its electric vehicles, signaling a potential shift in its marketing strategy.
