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Auto industry spent less on advertising in 2022; Tesla already spends $0 Auto industry spent less on advertising in 2022; Tesla already spends $0

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Auto industry spent less on advertising in 2022; Tesla already spends $0

Credit: Tesla

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The automotive industry spent less on advertising during the first seven months of 2022. Although Tesla spends $0, the decline in ad spending could be an indicator of troubles for an industry trying to compete with Tesla’s EV lead.

Reuters reported that the auto industry’s ad spending fell to $4.8 billion between January and July 2022 or 4% year-on-year. Compared with the same period in 2019 ($5.50 billion) the overall ad spending for the first seven months of 2022 was 12.7% less.

According to data from Standard Media Index (SMI) digital ad spending accounted for 52% of the total $4.80 billion spent. Perhaps the automotive industry is learning a lesson, here. The lesson is to not focus so much on Tesla and more on its own products.

For example, during the During Super Bowl LVI, Polestar paid for an advertisement that focused more on Tesla, Mars, and Elon Musk than it did on its own products. Yes, it may have mentioned its own brand and products, but its focus on Elon Musk and Tesla is what’s memorable about the ad.

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On Twitter, a few executives of competing automotive and even software companies often take shots at Elon Musk, Tesla customers, and Tesla’s products and services. The focus of automakers on Tesla instead of its own products is noticed.

Automakers weren’t the only ones focusing on Tesla during the Superbowl. Salesforce also got in on the action but that was more or less focused on Elon Musk and Mark Zuckerberg. In stark contrast to these automakers’ spending on advertising, Tesla spends $0. Instead, Tesla spends more on research and development (R&D) than all of the other automakers.

According to a study by StockApps.com, Tesla recorded the highest R&D spend per car sold at $2,984 as of March 2022. Notably, the Stock Apps study backed up data published in October 2021 by Visual Capitalist which shared an R&D spending comparison between Tesla, Ford, Toyota, General Motors, and Chrysler.

Graph credit: Visual Capitalist

Reuters noted the decline in advertising coincided with inventory shortages, and fewer sales despite vehicle demand staying strong. Perhaps these automakers should consider spending more on R&D and focusing less on Tesla and Elon Musk.

Note: Johnna is a Tesla shareholder and supports its mission. 

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Your feedback is important. If you have any comments, or concerns, or see a typo, you can email me at johnna@teslarati.com. You can also reach me on Twitter at @JohnnaCrider1.

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Johnna Crider is a Baton Rouge writer covering Tesla, Elon Musk, EVs, and clean energy & supports Tesla's mission. Johnna also interviewed Elon Musk and you can listen here

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Tesla back on top as Norway’s EV market surges to 98% share in February

Tesla became Norway’s top-selling brand with 1,210 registrations, representing a 16.6% share.

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Credit: Grok Imagine

Tesla reclaimed the top spot in Norway’s auto market in February as electric vehicles captured more than 98% of all new car registrations.

The rebound follows a sharp January slump triggered by VAT rule changes, which prompted numerous car buyers to advance their purchases into late 2025.

As per data from the Norwegian Road Traffic Information Council (OFV), 7,127 new electric vehicles were registered in February, representing a 98.01% market share. Fossil-fuel vehicles and hybrids accounted for just 2% of total new registrations.

Total new car registrations reached 7,272 units in February, hinting at a rapid recovery after January sales fell nearly 75% year-over-year following VAT adjustments.

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OFV Director Geir Inge Stokke noted that similar patterns were observed after previous VAT changes in 2022, with demand temporarily weakening before normalizing, as noted in an Allt Om Elbil report. 

“We are now seeing signs that the market is returning to a more normal level of activity, which we also experienced after the VAT change in 2022. At that time, changes in demand led to a weak start to 2023. We have seen the same pattern this year,” he said. 

Amidst this trend, the Tesla Model Y made a strong comeback in the domestic market. After an unusually weak January that saw the Tesla Model Y drop to seventh place, the model returned to the top of Norway’s sales chart in February.

The Model Y recorded 1,073 registrations, giving it a 14.8% market share for the month. Tesla also became Norway’s top-selling brand with 1,210 registrations, representing a 16.6% share. Toyota followed with 941 registrations, while Volkswagen, Volvo, and Skoda rounded out the top five brands.

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The February data suggests that Tesla’s January dip was tied more to timing effects around VAT adjustments than to structural demand shifts. It would then be interesting to see how the rest of the year unfolds for Tesla, particularly as the company pushes for the release of its Full Self-Driving (Supervised) system to Europe this year. 

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Tesla arson suspect pleads guilty, faces up to 70 years in prison

The update was announced by the U.S. Attorney’s Office for the District of Nevada.

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Credit: Tesla China

A Las Vegas man has pleaded guilty to federal arson charges tied to a March 2025 attack on a Tesla Collision Center in Nevada.

The update was announced by the U.S. Attorney’s Office for the District of Nevada.

According to court documents, on March 18, 2025, Paul Hyon Kim spray-painted the word “RESIST” on the front entrance of the Tesla Collision Center before damaging the facility and multiple vehicles.

Federal prosecutors stated that Kim used a PA-15 multi-caliber firearm equipped with a .300 BLACKOUT upper receiver and a 7.62mm silencer to shoot out surveillance cameras. He then fired multiple rounds into Tesla vehicles on the property.

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Authorities stated that Kim later threw three Molotov cocktails into three separate Tesla vehicles. Two of the devices exploded and ignited the vehicles, while a third did not detonate. In total, five Tesla vehicles were damaged in the incident.

Kim pleaded guilty to two counts of arson of property used in interstate commerce, one count of attempted arson of property used in interstate commerce, and one count of unlawful possession of an unregistered firearm classified as a destructive device.

The mandatory minimum sentence for the charges is five years in federal prison, though the total maximum statutory penalty is 70 years, as per a release from the United States Attorney’s Office of the District of Nevada. 

Sentencing is scheduled for May 27, 2026, before U.S. District Judge Jennifer A. Dorsey. A federal judge will determine the final sentence after considering the U.S. Sentencing Guidelines and other statutory factors.

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The case was investigated by the FBI, the Bureau of Alcohol, Tobacco, Firearms and Explosives, and the Las Vegas Metropolitan Police Department, with assistance from the Clark County Fire Department.

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SpaceX pursues 5G-level connectivity with Starlink Mobile V2 expansion

SpaceX noted that the upcoming Starlink V2 satellites will deliver up to 100 times the data density of the current first-generation system.

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Credit: SpaceX

SpaceX has previewed a major upgrade to Starlink Mobile, outlining next-generation satellites that aim to deliver significantly higher capacity and full 5G-level connectivity directly to mobile phones.

The update comes as Starlink rebrands its Direct-to-Cell service to Starlink Mobile, positioning the platform as a scalable satellite-to-mobile solution that’s integrated with global telecom partners.

SpaceX noted that the upcoming Starlink V2 satellites will deliver up to 100 times the data density of the current first-generation system. The company also noted that the new V2 satellites are designed to provide significantly higher throughput capability compared to its current iteration.

“The next generation of Starlink Mobile satellites – V2 – will deliver full cellular coverage to places never thought possible via the highest performing satellite-to-mobile network ever built. 

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“Driven by custom SpaceX-designed silicon and phased array antennas, the satellites will support thousands of spatial beams and higher bandwidth capability, enabling around 20x the throughput capability as compared to a first-generation satellite,” SpaceX wrote in its official Starlink Mobile page. 

Thanks to the higher bandwidth of Starlink Mobile, users should be able to stream, browse the internet, use high-speed apps, and enjoy voice services comparable to terrestrial cellular networks. 

In most environments, Starlink says the upgraded system will enable full 5G cellular connectivity with a user experience similar to existing ground-based networks.

The satellites function as “cell towers in space,” using advanced phased-array antennas and laser interlinks to integrate with terrestrial infrastructure in a roaming-like architecture. 

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“Starlink Mobile works with existing LTE phones wherever you can see the sky. The satellites have an antenna that acts like a cellphone tower in space, the most advanced phased array antennas in the world that connect seamlessly over lasers to any point in the globe, allowing network integration similar to a standard roaming partner,” SpaceX wrote.

Starlink Mobile currently operates with approximately 650 satellites in low-Earth orbit and is active across more than 32 countries, representing over 1.7 billion people through partnerships with mobile network operators. Starlink Mobile’s current partnerships span North America, Europe, Asia, Africa, and Oceania, allowing reciprocal access across participating nations.

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