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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 FSD (Supervised) fleet passes 8.4 billion cumulative miles
The figure appears on Tesla’s official safety page, which tracks performance data for FSD (Supervised) and other safety technologies.
Tesla’s Full Self-Driving (Supervised) system has now surpassed 8.4 billion cumulative miles.
The figure appears on Tesla’s official safety page, which tracks performance data for FSD (Supervised) and other safety technologies.
Tesla has long emphasized that large-scale real-world data is central to improving its neural network-based approach to autonomy. Each mile driven with FSD (Supervised) engaged contributes additional edge cases and scenario training for the system.
The milestone also brings Tesla closer to a benchmark previously outlined by CEO Elon Musk. Musk has stated that roughly 10 billion miles of training data may be needed to achieve safe unsupervised self-driving at scale, citing the “long tail” of rare but complex driving situations that must be learned through experience.
The growth curve of FSD Supervised’s cumulative miles over the past five years has been notable.
As noted in data shared by Tesla watcher Sawyer Merritt, annual FSD (Supervised) miles have increased from roughly 6 million in 2021 to 80 million in 2022, 670 million in 2023, 2.25 billion in 2024, and 4.25 billion in 2025. In just the first 50 days of 2026, Tesla owners logged another 1 billion miles.
At the current pace, the fleet is trending towards hitting about 10 billion FSD Supervised miles this year. The increase has been driven by Tesla’s growing vehicle fleet, periodic free trials, and expanding Robotaxi operations, among others.
With the fleet now past 8.4 billion cumulative miles, Tesla’s supervised system is approaching that threshold, even as regulatory approval for fully unsupervised deployment remains subject to further validation and oversight.
Elon Musk
Elon Musk fires back after Wikipedia co-founder claims neutrality and dubs Grokipedia “ridiculous”
Musk’s response to Wales’ comments, which were posted on social media platform X, was short and direct: “Famous last words.”
Elon Musk fired back at Wikipedia co-founder Jimmy Wales after the longtime online encyclopedia leader dismissed xAI’s new AI-powered alternative, Grokipedia, as a “ridiculous” idea that is bound to fail.
Musk’s response to Wales’ comments, which were posted on social media platform X, was short and direct: “Famous last words.”
Wales made the comments while answering questions about Wikipedia’s neutrality. According to Wales, Wikipedia prides itself on neutrality.
“One of our core values at Wikipedia is neutrality. A neutral point of view is non-negotiable. It’s in the community, unquestioned… The idea that we’ve become somehow ‘Wokepidea’ is just not true,” Wales said.
When asked about potential competition from Grokipedia, Wales downplayed the situation. “There is no competition. I don’t know if anyone uses Grokipedia. I think it is a ridiculous idea that will never work,” Wales wrote.
After Grokipedia went live, Larry Sanger, also a co-founder of Wikipedia, wrote on X that his initial impression of the AI-powered Wikipedia alternative was “very OK.”
“My initial impression, looking at my own article and poking around here and there, is that Grokipedia is very OK. The jury’s still out as to whether it’s actually better than Wikipedia. But at this point I would have to say ‘maybe!’” Sanger stated.
Musk responded to Sanger’s assessment by saying it was “accurate.” In a separate post, he added that even in its V0.1 form, Grokipedia was already better than Wikipedia.
During a past appearance on the Tucker Carlson Show, Sanger argued that Wikipedia has drifted from its original vision, citing concerns about how its “Reliable sources/Perennial sources” framework categorizes publications by perceived credibility. As per Sanger, Wikipedia’s “Reliable sources/Perennial sources” list leans heavily left, with conservative publications getting effectively blacklisted in favor of their more liberal counterparts.
As of writing, Grokipedia has reportedly surpassed 80% of English Wikipedia’s article count.
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Tesla Sweden appeals after grid company refuses to restore existing Supercharger due to union strike
The charging site was previously functioning before it was temporarily disconnected in April last year for electrical safety reasons.
Tesla Sweden is seeking regulatory intervention after a Swedish power grid company refused to reconnect an already operational Supercharger station in Åre due to ongoing union sympathy actions.
The charging site was previously functioning before it was temporarily disconnected in April last year for electrical safety reasons. A temporary construction power cabinet supplying the station had fallen over, described by Tesla as occurring “under unclear circumstances.” The power was then cut at the request of Tesla’s installation contractor to allow safe repair work.
While the safety issue was resolved, the station has not been brought back online. Stefan Sedin, CEO of Jämtkraft elnät, told Dagens Arbete (DA) that power will not be restored to the existing Supercharger station as long as the electric vehicle maker’s union issues are ongoing.
“One of our installers noticed that the construction power had been backed up and was on the ground. We asked Tesla to fix the system, and their installation company in turn asked us to cut the power so that they could do the work safely.
“When everything was restored, the question arose: ‘Wait a minute, can we reconnect the station to the electricity grid? Or what does the notice actually say?’ We consulted with our employer organization, who were clear that as long as sympathy measures are in place, we cannot reconnect this facility,” Sedin said.
The union’s sympathy actions, which began in March 2024, apply to work involving “planning, preparation, new connections, grid expansion, service, maintenance and repairs” of Tesla’s charging infrastructure in Sweden.
Tesla Sweden has argued that reconnecting an existing facility is not equivalent to establishing a new grid connection. In a filing to the Swedish Energy Market Inspectorate, the company stated that reconnecting the installation “is therefore not covered by the sympathy measures and cannot therefore constitute a reason for not reconnecting the facility to the electricity grid.”
Sedin, for his part, noted that Tesla’s issue with the Supercharger is quite unique. And while Jämtkraft elnät itself has no issue with Tesla, its actions are based on the unions’ sympathy measures against the electric vehicle maker.
“This is absolutely the first time that I have been involved in matters relating to union conflicts or sympathy measures. That is why we have relied entirely on the assessment of our employer organization. This is not something that we have made any decisions about ourselves at all.
“It is not that Jämtkraft elnät has a conflict with Tesla, but our actions are based on these sympathy measures. Should it turn out that we have made an incorrect assessment, we will correct ourselves. It is no more difficult than that for us,” the executive said.
Tesla FSD (Supervised) fleet passes 8.4 billion cumulative miles
Elon Musk fires back after Wikipedia co-founder claims neutrality and dubs Grokipedia “ridiculous”
