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.
What do you think of the article? Do you have any comments, questions, or concerns? Shoot me an email at william@teslarati.com. You can also reach me on Twitter @WilliamWritin. If you have news tips, email us at tips@teslarati.com!
Elon Musk
Elon Musk’s new $29B Tesla stock award gets strange synopsis from governance firm
Did CGI not realize that Tesla Shareholders supported Musk being paid not once, but twice?
Elon Musk was recently awarded around $29 billion in Tesla stock as the company’s Board of Directors is attempting to get its CEO paid after his original pay package was denied twice by the Delaware Chancery Court.
But a new and strange synopsis from the Corporate Governance Institute (CGI) says the award is potentially a strength move to “endorse the will of a powerful CEO.” The problem is, in the same sentence, the firm said the new award brings up a “question of whether the board exists to steward a company in the interests of all stakeholders.”
The problem with their new analysis of Musk’s pay package is that shareholders voted twice on Musk’s original pay package of $56 billion. They voted to give Musk that sum on two separate occasions.
Musk’s original $56 billion pay package was approved by shareholders twice; once in 2018 and once again last year. Last year’s vote was in response to Delaware Chancery Court Kathaleen McCormick’s decision to revoke the “unfathomable sum” from Musk.
Shareholders still showed support for Musk getting paid. Tesla said in its new award to the CEO that this is a way to give him compensation for the first time in seven years.
CGI said in its note (via TipRanks):
“When a board builds its strategy around a single individual, it creates a concentration risk, not just operationally, but culturally and ethically. If that individual becomes a source of volatility, the company becomes fragile by design.”
What’s strange with this type of narrative is the fact that Tesla’s valuation has skyrocketed with Musk at the helm. Go back to 2020, and the stock is up over 200 percent. Since Musk’s $56 billion pay package was introduced in 2018, shares are up well over 1,000 percent.
Tesla engineer explains why Elon Musk deserves new pay package
Musk’s 2018 pay package was also not awarded to him without performance-based incentives. He was required to reach certain growth goals, all of which were accomplished through the launch of new vehicles and the advancements of its driver-assistance suites, like Autopilot and Full Self-Driving.
It is tough to agree with CGI’s perception of Musk’s new pay plan, especially as it is much less than what shareholders voted on twice. Musk deserves to be paid for his contributions to Tesla.
News
Tesla Robotaxi is headed to New York City, but one thing is in its way
Tesla is working to hire Vehicle Operators in New York City, but the company still needs some regulatory hurdles to go through.
Tesla Robotaxi will be headed to New York City, but there is one huge thing that stands in its way: approval to test autonomous vehicles.
Tesla is expanding its Robotaxi platform across the United States as it currently operates in Austin, Texas, and the Bay Area of California.
The company has also been seeking approvals in several other states, including Nevada, Arizona, and Florida.
However, the company is also working to expand to major metropolitan areas across the U.S. that it has not explicitly mentioned, as it attempts to reach CEO Elon Musk’s goal of giving half of the country’s population access to the platform by the end of the year:
🚨Tesla plans to offer driverless Robotaxi rides to half the U.S. population by the end of the year, Musk says https://t.co/xEDoTF6fIt
— TESLARATI (@Teslarati) July 23, 2025
It appears New York City is next on the list, according to a job posting on Tesla’s Careers website.
The company says it is hiring a Vehicle Operator for Autopilot in Flushing, New York, a section of the borough of Queens. Queens is connected to Brooklyn and Long Island, so it seems more ideal than launching in Manhattan or the Bronx, where traffic is heavy and charging is not as readily available.
Tesla’s job posting states:
“We are looking for a highly motivated self-starter to join our vehicle data collection team. As a Prototype Vehicle Operator, you will be responsible for driving an engineering vehicle for extended periods, conducting dynamic audio and camera data collection for testing and training purposes. Access to the data collected is limited to the applicable development team. This role requires a high level of flexibility, strong attention to detail, excellent driving skills, and the ability to thrive in a fast-paced, dynamic environment.”
It also lists the hours of operation as Tuesday through Saturday or Sunday through Thursday, with its three shifts listed as:
- Day Shift: 6:00 AM – 2:30 PM or 8:00 AM – 4:30 PM
- Afternoon Shift: 2:00 PM – 10:30 PM or 4:00 PM – 12:30 AM
- Night Shift: 10:00 PM-6:30 AM or 12:00 AM-8:30 AM
We wouldn’t count on New York City being the next place Tesla launches Robotaxi. According to a report from CNBC, a spokesperson for the NYC Department of Transportation confirmed Tesla has not yet applied for permits that are needed to operate its ride-hailing service.
For what it’s worth, it could just be the first step in Tesla’s plans. It also has Vehicle Operator job postings in other regions. Houston, Texas, as well as Tampa, Miami, and Clermont, Florida, are all listed on Tesla’s Career postings.
Elon Musk
Tesla’s Elon Musk gives nod to Ford while acknowledging his influence on EVs
“Ford basically invented mass manufacturing of large, complex products. Everyone else copied.”
Tesla CEO Elon Musk gave a tremendous nod to Ford while also acknowledging his own influence on EVs and the automotive industry in general.
Yesterday, Ford announced its new manufacturing process for EVs, which was essentially a rebirth of its own production lines and plans for more affordable models to offer consumers.
It was important to recognize that Ford truly launched automotive manufacturing with its production of the Model T 122 years ago.
That’s exactly what Musk did in a response to Ford CEO Jim Farley:
Ford basically invented mass manufacturing of large, complex products. Everyone else copied.
Most people don’t know this.
— Elon Musk (@elonmusk) August 11, 2025
In the over 100 years since Ford started producing vehicles, the company has had one significant fact go under the radar: it truly created a great process for building large, complex vehicles. It is something that many companies eventually adopted as the car industry took off.
Tesla is in a similar situation. It has used things like the Giga Press from the Italian company IDRA to create a better, more efficient, streamlined process for building cars.
It was able to use casting to eliminate a vast majority of parts from the Model Y, which not only helped increase manufacturing efficiency but also improved safety and structural rigidity. It truly revolutionized manufacturing for the company, and Ford said that it would adopt a similar mindset with its new EVs.
Yesterday, Doug Field, the Chief EV, Digital and Design Officer for Ford, and a former Sr. VP of Engineering for Tesla, said the company was taking the mentality that “the best part is no part.”
Musk acknowledged how far it has come and how it is influencing other car companies to do the same in terms of its production strategy:
🫡
— Elon Musk (@elonmusk) August 12, 2025
Ford is using an “Assembly Tree,” which is essentially very similar to Tesla’s “unboxed production process.” In addition to the use of Gigacasting, which Ford is calling “Unicasting,” as well as the use of structural batteries, it is almost as if Tesla is having its own “Model T moment.”
Ford has been quick to adopt an EV mentality as it plans to transition its business over the next decades. It is working to prepare for the future of the atuomotive industry, and although it has adjusted its strategy, it can’t be denied that Ford is one of the legacy automakers taking this new chapter in cars seriously.
Elon Musk’s new $29B Tesla stock award gets strange synopsis from governance firm
Tesla Robotaxi is headed to New York City, but one thing is in its way
Tesla’s Elon Musk gives nod to Ford while acknowledging his influence on EVs
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