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Tesla’s best advertisements are the much-hyped ‘Tesla Killers’ from veteran auto

Published

6 years ago

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In one of his recent excursions on Twitter, Elon Musk reaffirmed that Tesla does not advertise. While traditional car companies invest a lot in advertisements, Tesla has mostly relied on word-of-mouth and clever initiatives such as referral programs to promote its vehicles. As the auto industry shifts towards electric transportation with more and more EVs from traditional auto, it is evident that Tesla’s best advertisements can actually come from its vehicles’ rivals in the market.

Take Audi, for example. The German automaker has already released its first all-electric vehicle, the e-tron, an SUV expected to compete against the Tesla Model X. Audi has been promoting the SUV heavily, as shown in physical advertisements such as billboards and social media campaigns. Jaguar’s the same with the I-PACE, and the same is true with Porsche and the Taycan. These veteran carmakers know the auto business, and they are aware that ultimately, advertisements work. And they do.

Back in March, the I-PACE comprised almost 6% of Jaguar’s entire US sales. This is the company’s first all-electric vehicle, and it is competing in the market without a dedicated rapid charging network or the convenience of Tesla’s frequent over-the-air updates. Despite this, the I-PACE appears to be seeing a lot of interest, especially among buyers who are already committed to Jaguar’s brand. Porsche is experiencing something similar with the Taycan. The company is yet to reveal the production version of the high-performance sedan, but the number of paid reservations for the Taycan already exceed the company’s initial estimate for the vehicle’s annual production rate. Audi’s e-tron also appears to be getting a lot of interest from car owners committed to German-made vehicles too, even if the company is reportedly running into issues with the SUV’s production.

These electric cars from veteran auto, while packaged and hyped as potential “Tesla Killers” at some point, actually play a valuable part in Elon Musk’s plan to wean the world away from fossil fuels. Each I-PACE, e-tron, or Taycan that is sold is ultimately not a blow against Tesla; rather, it is a blow against vehicles equipped with the internal combustion engine. Despite this, it is still pertinent to note that even if veteran auto’s much-promoted electric vehicles are designed to take down Tesla’s entries like the Model S and Model X, it might still take some time before these companies can create a compelling EV comparable to one of Tesla’s offerings. This results in one of the most ironic twists for Tesla, as the existence and performance of rival EVs end up becoming the perfect advertisements for its electric cars.

The Audi e-tron will be yet another perfect example to illustrate this point. When the vehicle was unveiled, Audi hinted that the all-electric SUV’s range would be around 300 miles per charge, thanks to its sizable 90 kWh battery. The vehicle was only given a very conservative and almost underwhelming 204 miles of range per charge by the EPA, which is estimated to be caused by the vehicle’s poor efficiency. Ironically, range and efficiency is something that Tesla, which is still learning the challenges of mass producing vehicles, has mastered over the years, as proven by the Model S Long Range, which can travel 370 miles on a single charge. This learning curve that veteran auto is currently traversing with regards to electric vehicles is something that was felt openly by r/TeslaMotors subreddit member u/SilverTangerine5599, who recently took the Audi e-tron on a 260-mile test drive in Europe.

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Similar to the Jaguar I-PACE, the Audi e-tron relies on an existing electric vehicle charging network to recharge its batteries. This became a problem during the test drive, since several public chargers that were compatible with the premium all-electric SUV proved unavailable. Ultimately, the r/TeslaMotors subreddit member noted that he ended up charging the e-tron at a 10 kW connector, which took a very long time to charge the vehicle’s batteries. This proved to be quite frustrating, since several Teslas finished recharging at a nearby Supercharger while the e-tron charged for hours at 10 kW. In a post about the experience, the electric vehicle enthusiast noted that at least for now, Tesla’s best advertisement could very well be a customer’s firsthand experience in an EV that is not a Tesla.

It should be noted that the Jaguar I-PACE and the Audi e-tron are both first-generation vehicles, and thus, are only bound to get better with time. Both carmakers already have their interior and build quality locked in from their experience in producing internal combustion vehicles. In the coming years, Jaguar, Audi, and every other large automaker going all-in on electric cars will have to master ideas that first movers like Tesla have refined over the years, such as software and efficiency.

When Tesla open-sourced its patents, Elon Musk admitted that the company could not transition the transportation sector away from the internal combustion engine on its own. For such a change to happen, other companies would have to join the movement. The arrival of the I-PACE, the e-tron, and other all-electric vehicles like the Taycan show that the electric car movement is now gaining speed.

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Simon is an experienced automotive reporter with a passion for electric cars and clean energy. Fascinated by the world envisioned by Elon Musk, he hopes to make it to Mars (at least as a tourist) someday. For stories or tips--or even to just say a simple hello--send a message to his email, simon@teslarati.com or his handle on X, @ResidentSponge.

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President Donald Trump buys a Tesla at the White House – Here’s which model he chose

Published

2 months ago

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March 11, 2025

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Credit: cb_doge | X

U.S. President Donald Trump was greeted by a convoy of Tesla electric vehicles today at the White House after he said last evening he would be buying one of the company’s cars in support of Elon Musk.

A variety of Tesla EVs, including the Model S, Cybertruck, and Model Y, all arrived in Washington on Tuesday around lunch time where the President sat in, examined, and mulled over which car he would choose. White House Press Secretary Karoline Leavitt told reporters today that President Trump would be paying “full market price” for the vehicle.

CEO Elon Musk was alongside Trump to help make his decision:

Which Tesla did President Trump Choose?

After mulling the decision for several minutes, President Trump seemed to have gravitated toward the Tesla Model S Plaid in Deep Red, the company’s quickest and most luxurious offering, suitable for the leader of the U.S.

Trump said:

“The one I like is that one (Model S). And I want that same color. I’m going to give [Tesla] a check. I don’t want a discount.”

According to images shared from Washington, it seems Musk brought two Model S vehicles — one in Deep Red and another in Deep Blue Metallic — knowing that the President would probably choose that vehicle, but was unsure about the color.

Tesla makes a decision on the future of its flagship Model S and Model X

President Trump’s Comments on Tesla and Elon Musk

President Trump has truly gained a meaningful working relationship with Musk, who he has called “a genius” and “brilliant” on several occasions. Regarding Tesla, the President said:

“Tesla’s a great company; They’re American cars, it’s American made. He employs thousands of people. He has the most modern plants in the world.”

In regards to the Tesla lineup, President Trump said:

“I know people that have these cars; It blows them away. They love them.”

When talking about the polarizing design of the Cybertruck, he said:

“In terms of imagination, and I think I have a pretty great imagination, who else but this guy would design this and everybody on the road is looking at it. As soon as I saw it, I said, ‘That’s the coolest design.’ You gotta give him (Elon) credit.”

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Tesla makes a decision on the future of its flagship Model S and Model X

Published

3 months ago

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February 24, 2025

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Tesla has made a decision regarding the future of its flagship vehicles, the Model S and Model X, which both have been sticking around for “sentimental reasons” and have no true alignment with the company’s future goals of growth.

The Model S and Model X were Tesla’s first two vehicles to be offered to the public.

They were essentially fundraisers for future, mass-market, affordable models, according to Elon Musk’s “Tesla Master Plan,” but their ability to still attract some buyers thanks to the performance of the Model S or the space of the Model X keeps them lingering.

But speculation regarding the vehicles’ true place in the expanding Tesla lineup has been persistent. With the vehicles, which have been grouped in with the Cybertruck in its quarterly delivery releases, only amounting to 23,000 deliveries in Q4, there are questions as to whether it is still worth keeping them around.

Tesla’s VP of Vehicle Engineering, Lars Moravy, said on the Ride the Lightning podcast yesterday that there are currently no plans to eliminate the Model S and Model X from the lineup.

When asked about whether there were plans for the Model S and Model X moving forward, Moravy replied:

“Just give it a minute. We’ll get there. The upgrade a couple of years ago was bigger than most people thought in terms of architecture and structure of the car got a lot better, too. But, we’ll give it some love later this year and make sure it gets a little bit…you know, with the stuff we’ve been putting in 3 and Y. Obviously, with 3 and Y, the higher volume stuff, you’ve gotta focus there.”

He confirmed that the two vehicles were not going anywhere “anytime soon.”

Moravy said the Model S and Model X are great consider when you consider autonomy and the robotaxi use: the Model S due to its overall quality and the Model X because of its interior space.

Need accessories for your Tesla? Check out the Teslarati Marketplace:

Please email me with questions and comments at joey@teslarati.com. I’d love to chat! You can also reach me on Twitter @KlenderJoey, or if you have news tips, you can email us at tips@teslarati.com.

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Tesla is offering a crazy Supercharging incentive on its two ‘sentimental’ vehicles

Published

3 months ago

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February 8, 2025

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Credit: Tesla

Tesla is offering a crazy Supercharging incentive for those who choose to buy two vehicles that CEO Elon Musk said the company is keeping around for “sentimental reasons” a few years ago.

Tesla Supercharging incentives are pretty hard to come by, and it is hard to tell when the company is going to offer them. Usually, they are used to move vehicles and nudge consumers toward purchasing one model over another.

However, Tesla sometimes offers Supercharging incentives at random times for no real reason other than luck of the draw.

However, Tesla is using the Supercharging incentive to help move two of the cars that are low-volume sellers, but are kept around for what Musk called “sentimental reasons” in 2019.

Tesla is offering free Supercharging for those who choose to purchase or lease a new Model S or Model X.

The offer is good for the life of your ownership or lease. Tesla talks more about the terms on its website:

“Customers who purchase or lease a new Model X (or Model S) are eligible for free Supercharging during your ownership of the vehicle. Offer is tied to your Tesla Account and cannot be transferred to another vehicle, person or order, even in the case of ownership transfer. Used vehicles, business orders and vehicles used for commercial purposes (like taxi, rideshare and delivery services) are excluded from this promotion. You are still responsible for Supercharger fees, like idle and congestion fees, when applicable.”

This is a great promotion to attempt and move some of Tesla’s vehicles, especially two that the company only keeps around because they are two of the company’s foundational, flagship cars.

Musk said in 2019:

“I mean, they’re very expensive, made in low volume. To be totally frank, we’re continuing to make them more for sentimental reasons than anything else. They’re really of minor importance to the future.”

Tesla has not released a major update to the Model S or Model X in a few years. In 2022, it launched the Plaid configuration, but it has not received any true modifications since then, leading some to believe they could be sunsetted in the future.

For now, it seems they will be sticking around, but Tesla is still adjusting the prices and incentives of the two vehicles. Earlier this week, Tesla pushed the Model X’s price in the U.S. up by $5,000.

Need accessories for your Tesla? Check out the Teslarati Marketplace:

Please email me with questions and comments at joey@teslarati.com. I’d love to chat! You can also reach me on Twitter @KlenderJoey, or if you have news tips, you can email us at tips@teslarati.com.

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