General Motors (GM) has announced that it will partner with Netflix to have its EV offerings displayed in shows on the streaming platform, but they are far from the only automaker looking to show off its upcoming EVs.
GM is no stranger to marketing its EVs in fun and strange ways. Since its Superbowl ad about EVs in Norway stole the show back in 2021, the company has been dedicated to making marketing partnerships and creative ads that it hopes will bring new demand. Now, the auto giant has doubled down, partnering with Netflix to show off its new EVs.
“EVs on Screen” was created to “give EVs the stage they deserve,” says the GM press release. This will include appearances on the “Love is Blind,” “Queer Eye,” and “Unstable” Netflix series that have each garnered significant attention. Vehicles like the Cadillac Lyriq, the Chevy Bolt, and the GMC Hummer EV are all expected to make appearances “where appropriate,” says Netflix.
While no financial details about the Netflix deal were made public, there is no doubt that GM made a big bet on putting its vehicles in front of the eyes of consumers. Yet, with similar focuses on EV marketing coming from around the industry, the deal certainly isn’t without precedent.
Other automakers are making similar moves in advertising EVs, even vehicles that have yet to hit the road. Mid last year, BMW unveiled its EV commercial series featuring Arnold Schwarzenegger, whereby the famed bodybuilder dressed as the Greek god, Zeus, showing off the German brand’s newest electric models.
Nissan, whose ads have often focused on the automaker’s participation in Formula E, has also recently launched its EV ad series, “EVs that Electrify.” While more subdued than the offerings from BMW and the General, it still shows a dedication to guiding consumers to the future of mobility.
This leads to the question, why such a focus on EV marketing? Particularly when the marketing focuses on vehicles that are not yet available? For GM, the answer was simple; it’s a chance for exposure and to build the public’s understanding of EVs. “Entertainment has a huge impact on culture. We want to make EVs famous on streaming, small and silver screens to build an EV culture through storytelling that incorporates the experiences of driving and owning an EV,” said GM Global Chief Marketing Officer Deborah Wahl.
In complete opposition, Tesla has remained starkly outside of the traditional marketing sphere, instead opting for what supporters call a higher dedication to vehicle engineering or what critics call a higher dedication to Elon Musk’s Twitter account. Though Tesla’s success, particularly in the North American market, does seem to speak for itself.
It’s unclear if this new EV marketing push will garner the attention that legacy brands are searching for, but at the very least, the hunger for electric vehicles does seem to be building. But with an increasing number of competitive electric vehicles entering the market this year, there is no doubt that the effect of these ads will become obvious fairly quickly.
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Tesla Senior Vice President for Automotive Tom Zhu, a key executive behind the company’s success in China and Giga Texas, recently highlighted the “prime directive” of Full Self-Driving (FSD).
Zhu’s comments emphasize Tesla’s uncompromising focus on safety, which has made the company’s vehicles among the safest on the road.
Echoing Musk’s vision for safe autonomous driving
Zhu’s post quoted Musk’s statement from 2021, where the CEO reportedly stated that FSD must avoid accidents even if the most ridiculous events happened in the middle of the road. Zhu stated that beyond everything, Tesla’s systems like Autopilot and FSD are designed to keep passengers safe.
“Elon said it in 2021: “For self-driving, even if the road is painted completely wrong and a UFO lands in the middle of the road, the car still cannot crash and still needs to do the right thing. The prime directive for the autopilot system is: Don’t crash. That really overrides everything. No matter what the lines say or how the road is done, the thing that needs to happen is minimizing the probability of impact while getting you to your destination conveniently and comfortably,” Zhu stated.
“The prime directive, the absolute priority, is to minimize the probability of injury to yourself or to anyone on the road, to pedestrians, or anything like that. It can’t be dependent on the road markings being correct.”
Tesla leadership rallies behind global FSD rollout
Tom Zhu, who previously led Tesla China through its record-breaking growth phase, now oversees automotive operations worldwide. He has reportedly become a problem solver for Elon Musk over the years, with previous reports stating that he was brought in to help Giga Texas optimize its vehicle production ramp.
Zhu’s comments may sound ambitious, but FSD has proven that it values safety above all else over the years. This was highlighted recently in an incident in Australia, when a Model Y was hit by what could very well be a meteor. Despite the impact and part of its windshield melting, the vehicle was able to drive safely and keep its passengers safe.
Elon Musk
Elon Musk’s biggest tech rival just canceled his Tesla Roadster
“I really was excited for the car! And I understand delays. But 7.5 years has felt like a long time to wait,” Altman said.
Elon Musk’s biggest tech rival just canceled his reservation for a Tesla Roadster, the supercar the company has been developing for nearly eight years.
Sam Altman, the CEO of OpenAI, announced on X on Thursday evening that he canceled his Tesla Roadster reservation, or at least is trying to:
A tale in three acts: pic.twitter.com/ClRZBgT24g
— Sam Altman (@sama) October 30, 2025
Altman placed his Tesla Roadster reservation with a $50,000 deposit way back on July 11, 2018. However, he recently decided that he had waited long enough and decided to email the company to officially cancel the order.
“Hi, I’d like to cancel my reservation. Could you please refund me the $50k?” Altman emails to reservations@tesla.com.
He then received an immediate response, but not from Tesla. Instead, it was a bounce-back message from Google, stating that the message could not be delivered to the email because it was not active.
Altman then provided a reason for his cancellation, and it was not related to the intense rivalry he had with Elon Musk:
“I really was excited for the car! And I understand delays. But 7.5 years has felt like a long time to wait.”
I really was excited for the car! And I understand delays. But 7.5 years has felt like a long time to wait.
— Sam Altman (@sama) October 30, 2025
Altman and Musk have a lengthy history with one another that dates back to 2015, when OpenAI was created. The feud has resulted in lawsuits over breaching founding agreements by prioritizing profits.
Musk has been especially critical in recent years because of Altman’s decision to turn OpenAI into a for-profit business that he says is “built on a lie.”
This year, Musk offered over $97 billion to buy OpenAI, and a judge blocked his request to stop the company from being converted into a for-profit in March.
OpenAI then countersued Musk in April, while xAI, Musk’s company, sued OpenAI for allegedly stealing secrets through poached employees in September.
Elon Musk explains why xAI sued OpenAI over alleged trade secret theft
Regarding the Roadster, Tesla has been developing it for several years and has delayed its release for five consecutive years. The company says it will have a demo of what it has changed since it was unveiled in 2017 later this year, but no date has been set quite yet.
News
Neuralink’s first human patient reflects on 21 months with brain implant “Eve”
He credited Neuralink and Elon Musk for giving him “the opportunity to be the first,” as the experience has been life-changing.
Nolan Arbaugh, the first person to receive Neuralink’s brain implant, shared his 21-month update this week, reflecting on how far he’s come since his groundbreaking surgery.
Arbaugh, who became paralyzed after a diving accident, stated that his Neuralink implant, which he fondly calls “Eve,” continues to transform his daily life.
Arbaugh celebrates Neuralink’s progress
In his post on X, Arbaugh revealed that his hands-on involvement with Neuralink has decreased as more participants have joined the program. “The team might call me to test something once in a blue moon,” he wrote, adding that he’s happy to see others experience the technology’s full potential, from operating robotic arms to typing on keyboards with thought alone.
He credited Neuralink and Elon Musk for giving him “the opportunity to be the first,” as the experience has been life-changing. Despite a recent pressure sore that temporarily kept him bedridden, Arbaugh noted that he is still very optimistic, describing his journey as one of resilience, faith, and gratitude. He also teased “big news” coming for his two-year update in early 2026.
Studies and a growing public speaking career
These days, Arbaugh stated that he is focused on his studies in neuroscience, taking full-semester courses in chemistry, biology, and pre-calculus while earning top grades. He credited “Eve” for making school possible again, as his current academic workload would have been “impossible without Neuralink.” Arbaugh stated that he has also begun building a speaking business after delivering a paid talk at Fortune’s Brainstorm Tech conference.
“At the beginning of September I attended the Fortune Brainstorm Tech conference in Park City, Utah, as a paid speaker. That sentence seemed like an impossibility two years ago. But it’s just the beginning. My business is built, my legal is near complete, I’m surrounding myself with a team of amazing folks, and I plan on speaking once or twice a month in the same fashion beginning as soon as January.
“Conferences, interviews, podcasts—you name it, and I want to be there spreading the word about how amazing this technology is, the growth it’s experiencing, the possibilities of the future, and how it has so deeply affected my life,” Arbaugh stated.
Tesla top exec Tom Zhu highlights Elon Musk’s “prime directive” for FSD
Elon Musk’s biggest tech rival just canceled his Tesla Roadster
Neuralink’s first human patient reflects on 21 months with brain implant “Eve”
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