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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 discloses interesting collaboration partner for Supercharging
This BOXABL collaboration would be a great way to add a rest stop to a rural Supercharging location, and could lead to more of these chargers across the U.S.
Tesla disclosed an interesting collaboration partner in an SEC filing, which looks like an indication of a potential project at Supercharger sites.
Tesla said on Tuesday in the filing that it was entering an agreement with BOXABL to design and build a Micromenity structure. Simply put, this is a modular building, usually a few hundred square feet in size, and it has been seen at Superchargers in Europe.
In Magnant, France, Tesla opened a small building at a Supercharger that is available to all EV owners. There are snacks and drinks inside, including ice cream, coffee, a gaming console, and restrooms. It gives people an opportunity to get up and out of their cars while charging.
This building was not built by BOXABL, but instead by bk World Lounges. It is likely the final Supercharging stop before people get to Paris, as it is located 250 kilometers, or 155 miles, from the City of Light.
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Magnant has 56 stalls, so it is a large Supercharging stop compared to most. The building could be a sign of things to come, especially as Tesla has opened up larger Supercharger stations along major roadways.
It is for just a single building, as the Scope of Work within the filing states “a comprehensive package for one Micromenity building.”
NEWS: BOXABL, a company that creates modular, prefabricated buildings, has entered into an agreement with @Tesla.
This is Tesla formally contracting BOXABL to design, engineer, and build a pilot “Micromenity” structure, a compact, modular building unit.
While some info in the… pic.twitter.com/RabJczGpEp
— Sawyer Merritt (@SawyerMerritt) December 9, 2025
Superchargers are commonly located at gas stations, shopping centers, and other major points of interest. However, there are some stops that are isolated from retail or entertainment.
This BOXABL collaboration would be a great way to add a rest stop to a rural Supercharging location, and could lead to more of these chargers across the U.S.
Tesla has done a lot of really great things for Supercharging this year.
Along with widespread expansion, the company launched the “Charging Passport” this week, opened the largest Supercharger in the world in Lost Hills, California, with 168 chargers, opened the Tesla Diner, a drive-in movie restaurant in Los Angeles, and initiated access to the infrastructure to even more automakers.
Elon Musk
Tesla CEO Elon Musk confirms Robotaxi safety monitor removal in Austin: here’s when
Musk has made the claim about removing Safety Monitors from Tesla Robotaxi vehicles in Austin three times this year, once in September, once in October, and once in November.
Tesla CEO Elon Musk confirmed on Tuesday at the xAI Hackathon that the company would be removing Safety Monitors from Robotaxis in Austin in just three weeks.
This would meet Musk’s timeline from earlier this year, as he has said on several occasions that Tesla Robotaxis would have no supervision in Austin by the end of 2025.
On Tuesday, Musk said:
“Unsupervised is pretty much solved at this point. So there will be Tesla Robotaxis operating in Austin with no one in them. Not even anyone in the passenger seat in about three weeks.”
Musk has made the claim about removing Safety Monitors from Tesla Robotaxi vehicles in Austin three times this year, once in September, once in October, and once in November.
In September, he said:
“Should be no safety driver by end of year.”
The safety driver is just there for the first few months to be extra safe.
Should be no safety driver by end of year.
— Elon Musk (@elonmusk) September 4, 2025
On the Q3 Earnings Call in October, he said:
“We are expecting ot have no safety drivers in at least large parts of Austin by the end of this year.”
Finally, in November, he reiterated the timeline in a public statement at the Shareholder Meeting:
“I expect Robotaxis to operate without safety drivers in large parts of Austin this year.”
Currently, Tesla uses Safety Monitors in Austin in the passenger’s seat on local roads. They will sit in the driver’s seat for highway routes. In the Bay Area ride-hailing operation, there is always a Safety Monitor in the driver’s seat.
Three weeks would deliver on the end-of-year promise, cutting it close, beating it by just two days. However, it would be a tremendous leap forward in the Robotaxi program, and would shut the mouths of many skeptics who state the current iteration is no different than having an Uber.
Tesla has also expanded its Robotaxi fleet this year, but the company has not given exact figures. Once it expands its fleet, even more progress will be made in Tesla’s self-driving efforts.
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SpaceX reportedly mulling IPO, eyeing largest of all time: report
“I do want to try to figure out some way for Tesla shareholders to participate in SpaceX. I’ve been giving a lot of thought to how to give people access to SpaceX stock,” Musk said.
SpaceX is reportedly mulling an initial public offering, eyeing what would be the largest valuation at the time of availability of all time, a new report from Bloomberg said on Tuesday.
It is one of many reports involving one of Elon Musk’s companies and a massive market move, as this is not the first time we have seen reports of an IPO by SpaceX. Musk himself has also dispelled other reports in the past of a similar nature, including an xAI funding round.
SpaceX and Musk have yet to comment on the report. In the past, untrue reports were promptly replied to by the CEO; this has not yet gained any response, which is a good sign in terms of credibility.
However, he said just a few days ago that stories of this nature are inaccurate:
“There has been a lot of press claiming SpaceX is raising money at $800B, which is not accurate. SpaceX has been cash flow positive for many years and does periodic stock buybacks twice a year to provide liquidity for employees and investors. Valuation increments are a function of progress with Starship and Starlink and securing global direct-to-cell spectrum that greatly increases our addressable market. And one other thing that is arguably most significant by far.”
There has been a lot of press claiming @SpaceX is raising money at $800B, which is not accurate.
SpaceX has been cash flow positive for many years and does periodic stock buybacks twice a year to provide liquidity for employees and investors.
Valuation increments are a…
— Elon Musk (@elonmusk) December 6, 2025
Musk has discussed a potential IPO for SpaceX in recent months, as the November 6 shareholder meeting, as he commented on the “downsides” of having a public company, like litigation exposure, quarterly reporting pressures, and other inconveniences.
Nevertheless, Musk has also said he wants there to be a way for Tesla shareholders to get in on the action. At the meeting in early November, he said:
“I do want to try to figure out some way for Tesla shareholders to participate in SpaceX. I’ve been giving a lot of thought to how to give people access to SpaceX stock.”
Additionally, he added:
“Maybe at some point., SpaceX should become a public company despite all the downsides of being public.”
Musk has been historically reluctant to take SpaceX public, at times stating it could become a barrier to colonizing Mars. That does not mean it will not happen.
Bloomberg’s report cites multiple unidentified sources who are familiar with the matter. They indicate to the publication that SpaceX wants to go public in mid-to-late 2026, and it wants to raise $30 billion at a valuation of around $1.5 trillion.
This is not the first time SpaceX has discussed an IPO; we reported on it nine years ago. We hope it is true, as the community has spoken for a long time about having access to SpaceX stock. Legendary investor Ron Baron is one of the lucky few to be a SpaceX investor, and said it, along with Tesla, is a “lifetime investment.”
Tesla bull Ron Baron reveals $100M SpaceX investment, sees 3-5x return on TSLA
The primary driver of SpaceX’s value is Starlink, the company’s satellite internet service. Starlink contributes 60-70 percent of SpaceX’s revenue, meaning it is the primary value engine. Launch services, like Falcon 9 contracts, and the development of Starship, also play supporting roles.
Tesla discloses interesting collaboration partner for Supercharging
Tesla CEO Elon Musk confirms Robotaxi safety monitor removal in Austin: here’s when
