Tesla prepares for an epochal change of course. Elon Musk in fact, he said that perhaps the time has come to do some publicity. The statements came during the annual meeting with shareholders and caused quite a stir.
In fact, in the past, the CEO of the House has repeatedly said that the money spent on promotion was superfluous, if not worse, and that he much preferred to allocate that budget to research and development to have better products. Now, however, he said: "We'll try to do some publicity and see how it goes." And the shares are up by 4,4%.
An evolving scenario
Elon Musk's move finds more than one justification, if you look at the current situation. The CEO himself admitted that Tesla is not immune to the macroeconomic pressures present in this historical period and certainly cannot ignore the growing competition. It is true that the electric car market is expanding, but it is also true that all manufacturers are now giving priority to their zero-emission range.
"Tesla hasn't been like any other automaker and it won't start now, so we expect breakthrough creativity that speaks to Tesla's disruptive technology and personality," Tal Jacobson, CEO of ad tech firm Perion Network, told Reuters. . “His ability to use media to amplify his brand and his company's brands is an art form,” he added of Musk.
Musk come testimonial?
Musk, for his part, explained: “We don't have a formed strategy yet. We are looking for something that informs about our products, is aesthetically pleasing and has some artistic element. And it should be something you won't regret seeing once you're done with it."
That's not to say it's going to go down a path similar to the way Apple, by hiring director Ridley Scott, pioneered big-budget "movie" commercials in 1984.
"I don't think Musk would spend as much as Apple spends - said Bob Gruters, chief revenue officer of the streaming platform Loop Media always to Reuters - he will focus on something minimalist and futuristic".
In truth, Tesla has spent some money on advertising. In 2022, for example, according to the advertising intelligence company Vivvix, he spent $151.947 in the US (about €140.000). A negligible figure, compared to the 4 billion of General Motors or ai 2,2 billion of Ford, just to give the example of two other American manufacturers. But something has already moved.
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