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Industry veterans weigh in on Tesla advertising strategies and their potential
The shift in Elon Musk’s stance on advertisements has caught the attention of veterans in the advertising sector. As per recent comments from several industry veterans, Tesla’s advertising strategies moving forward — especially at this stage in the EV transition — could hold significant potential for the automaker.
For years, Musk has been staunchly anti-advertisement, arguing that Tesla would rather spend the money it would allocate for ads on improving its products. While this strategy had worked in the past when Tesla was just a budding automaker, things are different now that the EV sector is becoming more populated and Tesla is already the largest player in the field.
Tesla has noted that there is no such thing as an “EV market.” There’s only the auto market. And with Tesla now producing over a million vehicles per year, the company needs to attract as many customers as possible, including those that are completely unaware of the advantages of electric cars. Tal Jacobson, incoming CEO at advertising technology company Perion Network, told Reuters that Tesla would probably adopt a unique approach for its advertising strategies.
“Tesla has not been like every other car company, and it’s not going to start now, so expect breakthrough creative that speaks to Tesla’s disruptive technology and personality. His ability to use the media to amplify his brand and his company’s brands is an art form,” Jacobson said.
In a comment following the 2023 Cyber Roundup, Musk shared with CNBC that he does not really have a fully formed strategy for Tesla’s advertisements just yet. However, he noted that the company’s ads have to be “informative about a product” and “aesthetically pleasing.” “It should have some artistic element to it. And it should be something that you don’t regret watching after it’s done,” Musk said.
Bob Gruters, chief revenue officer at streaming platform Loop Media, noted that Tesla would probably not spend excessively on a brand mosaic similar to what Apple did with its iconic 1984-inspired Macintosh commercial that aired during Super Bowl XVIII. “I don’t think Musk would spend elaborately on a brand mosaic like Apple did, but… a minimalistic yet futuristic approach is what I’d see him taking,” Gruters said.
Kimberly Whitler, a professor at the University of Virginia’s business school, also stated that while Musk is effectively the face of Tesla, the CEO’s polarizing persona might not be a good fit for an advertising campaign. “Is he an effective ambassador? My guess is that there is a less polarizing, more motivating and compelling way to communicate the brand’s benefits than using Musk as a spokesperson,” Whitler said.
Thomas Martin, senior portfolio manager at Globalt Investments, shared his optimism about Tesla’s new direction. “Obviously, they’re going to have to focus on what’s good for the environment and also that it is a car of the future as opposed to your father’s Oldsmobile,” Martin said.
Advertising intelligence firm Vivvix estimated that Tesla spent roughly $151,947 on advertising in the United States last year. Ford, on the other hand, spent $370 million, Toyota spent $1.1 billion, and General Motors (GM) spent about $1.35 billion on US ads. Globally, GM is estimated to have spent $4 billion on advertising and promotions last year. This was nearly twice as much as Ford, which is estimated to have spent $2.2 billion last year.
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Tesla plans to boost production at its Gigafactory Berlin plant in Germany following a sharp rebound in sales and demand in Europe after a softer 2025.
The plans put Tesla in a better position to compete with strengthening companies in Europe and potentially other markets; demand indicators show Tesla is much better off than in 2025.
Last year was a tough year for Tesla in terms of overall demand in Europe. The company produced over 200,000 vehicles at the German plant last year, a soft figure compared to the 375,000 vehicles Tesla lists as its current capacity at the factory.
🚨 Tesla said this morning it will ramp up production at Gigafactory Berlin to a volume of 7,500 vehicles per week.
This is a 20 percent boost in production. Tesla will hire 1,000 new employees to help with the increase.$TSLA pic.twitter.com/kravKfRO5n
— TESLARATI (@Teslarati) June 25, 2026
Tesla’s overall European sales dropped significantly last year due to a variety of factors. However, sales are rebounding, and demand is strong once again, and only getting stronger. Tesla is now planning to bump production of Model Y vehicles at Giga Berlin upward by about 20 percent. It will also bring 1,000 new jobs to the plant.
Tesla confirmed the details of its planned production expansion in Germany this morning. It is a strategy to keep up with strengthening demand.
In Q1, Tesla saw a record 61,000 vehicles produced at Giga Berlin. European registrations rebounded sharply, with Model Y seeing 117 percent increases in March 2026 compared to last year. Germany alone saw stark increases, with a quadrupling in registrations to 9,252 units.
This trend continued in other key European markets, including France, Denmark and Sweden. Tesla registrations were up over 46 percent in some of these markets, and Model Y continued its trend as a top BEV in the market.
Demand has been recovering strongly in 2026, giving Tesla a reason to expand production efforts at the factory. These increases signal management’s confidence in sustained or growing European pull for Berlin-built vehicles.
Tesla is being sued by the family of the woman who was killed in a Texas crash involving a Model 3. The driver, who is also being sued, claimed the vehicle was operating on Autopilot mode, but Tesla executives have come out challenging that claim, stating that the driver of the vehicle overrode the system.
The lawsuit was filed by 76-year-old Martha Avila’s daughter and her husband, who allege a “design defect” involving a Tesla and a failure to warn. The suit alleges negligence against Tesla and the driver, Michael Butler.
Butler “stated he was operating with an automated driving assistance system engaged at the time of the crash,” the Harris County Sheriff’s Office said in a statement. He showed no signs of intoxication and was cooperative, the Sheriff’s Office said, according to NBC News.
Just after reports of the crash and numerous headlines that immediately blamed Tesla’s Autopilot suite, both Tesla CEO Elon Musk and Head of AI Ashok Elluswamy challenged that. Musk said the crash made “no sense” given that Tesla Autopilot and Full Self-Driving do not travel at the speeds the door cameras captured the car traveling at, which Tesla says was 73 MPH.
Tesla finally clarifies fatal Texas crash, confirms driver manually overrode acceleration
Elluswamy also revealed that Tesla data showed Butler overrode the system by pressing the accelerator to 100%, and that the pedal was compressed fully even after the car had crashed. Tesla has not released this data to the public, likely because it is communicating with agencies like the NHTSA on an investigation.
The suit uses a Washington Post analysis of government data that “identified at least 17 fatal incidents linked to Tesla Autopilot.”
This is far from the first time an accident has been blamed on Autopilot. A fatal crash in Texas was blamed on Autopilot several years ago, but when Tesla released data to the NTSB, which was investigating the crash, Autopilot was not available where the crash occurred, and Autosteer was never enabled, meaning the car was manually controlled at the time of the accident.
“Application of the accelerator pedal was found to be as high as 98.8 percent,” the NTSB said in their findings. The highest recorded speed in the five seconds leading up to the impact was 67 miles per hour. The area where the crash occurred is residential, and Texas State laws… pic.twitter.com/XGD97NHVZ2
— TESLARATI (@Teslarati) March 18, 2026
More information on the accident will be released as Tesla works with agencies to find the cause of the crash. From personal experience, it is hard to imagine Tesla Autopilot or FSD operating in this manner. It drives sometimes too cautiously in residential areas in parking lots, at least in my experience. Speeding happens, but at this rate in this type of area, it is hard to believe.
We look forward to more details being released with time.
The Insurance Institute for Highway Safety (IIHS) has awarded the 2025-2026 Tesla Cybertruck crew cab pickup its highest honor: Top Safety Pick+. This marks the Cybertruck as the only full-size pickup to achieve this distinction in recent evaluations.
The award applies specifically to vehicles built after April 2025, following structural upgrades including front underbody reinforcements and footwell modifications.
These changes enabled strong performance in updated crash tests. The Cybertruck earned “Good” ratings in the small overlap front (driver and passenger sides), updated moderate overlap front, and updated side tests—core requirements for the Top Safety Pick+ designation.
It also secured acceptable or good headlights across trims and a “Good” rating for its standard front crash prevention system in pedestrian scenarios, along with acceptable or good performance in vehicle-to-vehicle testing.
The Cybertruck avoided every single pedestrian collision, including:
- Daytime child crossing
- Nightitime adult crossing
- Night parallel adult
In IIHS pedestrian front crash prevention tests, @Cybertruck avoided every single collision – daytime, nighttime & different angles
It was also the only pickup to earn Top Safety Pick+ (highest award) in 2026https://t.co/BNPqT9TbsW pic.twitter.com/M6nwDisBFK
— Tesla (@Tesla) June 24, 2026
In the large pickup category, competitors such as the Toyota Tundra received only a standard Top Safety Pick, while the Ford F-150 and Ram 1500 did not qualify for either award. This positions the Cybertruck as a standout in occupant protection and crash avoidance among its peers.
Credit: IIHS
Ironically, the same vehicle celebrated for superior U.S. safety performance remains banned from public roads in the United Kingdom and much of Europe. Regulators there cite the Cybertruck’s sharp external edges and highly rigid stainless-steel construction as failing pedestrian-protection standards. European and UK rules require rounded surfaces on protruding parts to minimize injury risk in collisions with vulnerable road users.
Critics also point to the truck’s substantial weight and unyielding body structure, which some argue could transfer more force to other vehicles or pedestrians rather than absorbing it.
Tesla’s engineering philosophy underpins the Cybertruck’s strong IIHS results. The vehicle features a distinctive stainless-steel exoskeleton made from ultra-hard 30X cold-rolled stainless steel. This provides exceptional structural rigidity and a robust safety cage that resists deformation in side impacts and rollovers.
Engineers designed integrated load paths to channel crash forces away from the occupant compartment while allowing controlled energy absorption in key zones. Post-April 2025 refinements to the front underbody further optimized performance in overlap crashes.
Complementing the passive structure is Tesla’s advanced active safety suite, including the standard Collision Avoidance Assist system with automatic emergency braking. This contributed directly to the vehicle’s strong front crash prevention scores. The skateboard platform and low center of gravity also enhance stability and handling, reducing the likelihood of certain crashes.
The IIHS recognition highlights how Tesla’s combination of high-strength materials, structural innovation, and software-driven safety systems can deliver top-tier protection in rigorous testing. While global regulatory differences on design and pedestrian interaction continue to limit the Cybertruck’s availability outside North America, its U.S. safety credentials set a new benchmark for full-size pickups.
Tesla plans production boost at Giga Berlin following rebound in Europe
Tesla and driver sued by family of woman killed in Texas crash: what we know
