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Tesla marketing push in China sparks hope for investors in the West
As Tesla has ramped its marketing presence in China, some investors are hopeful the automaker could expand the strategy to Western markets.
One significant distinction between Tesla and traditional automakers in Western markets is the EV leader’s lack of marketing and advertisements. Unlike Ford, Chevrolet, Jeep, or even premium brands like BMW and Mercedes, Tesla has never had a Superbowl commercial, nor does it engage in any other traditional marketing mediums. However, with some investors now pushing Tesla to begin a marketing effort, the automaker seems to be implementing a marketing blueprint in one of its largest markets, China.
Like in Western markets, Tesla controls a solid social media presence in its second-biggest region by sales. However, alongside this online focus, Tesla has also increasingly engaged with the public in person. Most typically, this can be seen in community engagement events, in which Tesla displays its lineup, working to educate and influence the Chinese public to consider a Tesla for their next car purchase.
One great example of this marketing strategy was seen earlier this week as Tesla appeared at the Xichan Tempel in Fuzhou, China. At this event, the automaker brought vehicles for potential customers to interact with and also showed off a prototype of the Optimus robot and set up fun games and activities for children to play with.
Today, another example was published on the Chinese social media website Weibo, in which Tesla showed off much of the same at a marketplace in Xi’an, China.
Most importantly, thanks at least in part to this advertising push, Tesla continues to be a leader in EV sales in China, despite the incredibly competitive market. Just demonstrating a sample of this success, the Tesla Model Y is consistently one of the top-sold vehicles in many regions in China. For some investors, these results are evidence that the company should feel emboldened to advertise in other markets.
Regarding Tesla’s marketing strategy in North America and Europe, as noted above, it is lacking, resulting in calls from many notable investors to begin some kind of advertising campaign. As reported earlier this week, the automaker already has a strong social media following, particularly on Twitter, where it now eclipses top brands like Apple and Facebook in followers.
Some Tesla fans have taken this advertising effort into their own hands. Perhaps the best examples have come from Sawyer Merrit on Twitter, who has been publishing a series of videos advertising the most attractive aspects of EV ownership, explicitly focusing on the incredibly popular Model Y.
I made a new @Tesla Model Y video: pic.twitter.com/fx1gMqeQfK
— Sawyer Merritt (@SawyerMerritt) May 4, 2023
Neither Tesla nor Elon Musk has commented recently regarding the push from investors to engage in advertising. However, the CEO has previously noted that his comments on Twitter serve as an advertisement for the brand. With a multi-million follower count, Musk certainly has the credibility to back up his statement.
Not all Tesla investors are behind the recent effort to begin advertising the Tesla brand, with many pointing out that the business’s lack of advertising is an attractive force on its own. Moreover, many believe that an investment in advertising would take away funding from Tesla’s primary focuses; engineering, design, and software development.
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!
Tesla Cybertruck Lead Engineer Wes Morrill revealed the company has made several changes to the all-electric pickup, which he calls a “living thing, constantly evolving and improving.”
Cybertruck is manufactured at Tesla’s Gigafactory Texas just outside of Austin, and over the past few years, Tesla has continued to make small changes to the pickup to improve everything from cost, reliability, serviceablility, and manufacturability.
“The finish line isn’t getting to production. A product is a living thing, constantly evolving and improving,” Morrill added.
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Some of those changes are yet to be revealed, but perhaps the most notable one was the change Tesla made to the aero shield that sits underneath the truck. In the past, it was aluminum, but now the Cybertruck is using a self-reinforcing polypropylene.
Morrill said that the polypropylene is “stretched into fibers and then laminated into the form,” and is much more durable, much lighter, and significantly cheaper than aluminum when it is manufactured this way.
It also enabled some improvements in the geometry of the Cybertruck, improving the manufacturing around the bolts and edges, in addition to minor form changes. These all benefitted the Cybertruck in more ways than one: specifically with durability and improved drag.
I was surprised by how interested people were to find out we made a relatively benign change to the Cybertruck aero shield, a part of the car most people never even see. So I’ll share some more details.
Here are two photos, the left is one of the latest trucks off the… pic.twitter.com/F5cZo2CZKf
— Wes (@wmorrill3) September 7, 2026
Typically, Teslas are not necessarily identified by model year because these changes are fluid and occur when the company sees fit to implement them. It is not like other automotive companies, which usually make sweeping manufacturing changes when building a new model year.
Instead, Teslas are recognized by their “generation” or “era.” For example, those with a newer Model Y might refer to their car as a “Juniper.” This is the same with Model 3, as many refer to the new body style as the “Highland.”
Tesla’s manufacturing changes are proof of the company’s constant need to improve its products and move things forward with its vehicles. There is no need to drag one’s feet and wait until next year if the product can be made better right now, and that’s precisely what Tesla did with the Cybertruck.
Elon Musk
Tesla Cybercabs narrowly miss deadly Amazon cargo plane crash
An Amazon cargo plane crash near Miami’s airport stopped feet from dozens of Tesla Cybercabs.
An Amazon Prime Air Boeing 767 cargo jet overran the runway at Miami International Airport on Sunday afternoon, killing five people and injuring five more. The jet, operated by North Carolina based carrier 21 Air as Flight 7598, touched down around 2 p.m. after arriving from San Juan, Puerto Rico, then crossed the airport perimeter, plowed across NW 67th Avenue and struck multiple vehicles before catching fire, according to the Associated Press.
Photos and video from the scene show the aircraft’s nose stopped within meters of a fenced staging lot holding dozens of gold painted Tesla Cybercabs, the steering wheel free robotaxi Tesla began putting on public roads in Austin last week. Miami-Dade Fire Rescue has confirmed the plane struck “multiple vehicles” but has not said whether any Cybercabs were among them, and neither Tesla nor airport officials have addressed the fleet directly.
The Cybercabs had not yet entered commercial service in Miami. Tesla’s existing Robotaxi operation there runs on modified Model Y vehicles and has been unsupervised since Ashok Elluswamy confirmed the detail on X in July.
Footage of the plane crash from earlier today | #ONLYinDADE pic.twitter.com/iGoOtnd6cD
— ONLY in DADE (@ONLYinDADE) September 6, 2026
Elon Musk offered the briefest of reactions. Replying to a Zero Hedge post about the Cybercabs sitting so close to the wreckage, he wrote a single word: “Weird.” He has not commented further, and Tesla has not issued a statement.
The timing puts Tesla’s newest vehicle near an unrelated but highly visible tragedy just days after its Austin debut, a launch that had already drawn scrutiny from federal regulators. The National Highway Traffic Safety Administration opened an audit how Tesla certified the Cybercab as compliant with federal vehicle safety standards, a process Teslarati covered after the vehicle’s September 3 launch event. That inquiry concerns the car’s lack of a steering wheel and pedals, not the Miami crash.
Investigators from the FAA and NTSB are focused on the plane, not the parking lot beside it. Flight data reviewed by outlets including Simple Flying show the 767 touched down around 170 knots, well above the 135 to 140 knot range typical for the aircraft, though investigators have not determined a cause. Amazon said it is working with authorities and that its priority is the safety of everyone affected.
Whether any Cybercabs were damaged, and what Tesla plans for the fleet parked near one of the country’s busiest airports, remain open questions.
Tesla has reached a notable benchmark in its autonomous driving program after its Robotaxi fleet surpassed one million miles of unsupervised operation. The company made the announcement during its Cybercab event in Austin on September 3.
Tesla Vice President of AI Ashok Elluswamy told attendees he was happy to report the fleet had achieved one million miles of unsupervised Robotaxi operation as a testament to safety.
The new total marked a sharp increase from the 380,000 unsupervised miles Tesla disclosed during its second-quarter 2026 earnings update in late July.
In roughly six weeks, the company added about 620,000 miles. That acceleration followed Tesla’s decision to remove in-vehicle safety monitors from most of its operations outside the San Francisco Bay Area.
Credit: Tesla
Tesla first launched Robotaxi service in Austin in June 2025 with safety drivers present. It later began fully unsupervised rides and expanded into Dallas, Houston, Miami, Orlando, and Tampa. The San Francisco Bay Area remains the exception, where a safety monitor still rides in the vehicle under California permitting rules.
The company has not released a city-by-city breakdown of the one million unsupervised miles.
The milestone arrived as Tesla began offering public Cybercab rides in Austin. The purpose-built vehicle has no steering wheel or pedals and is designed only for autonomous ride-hailing. Production versions joined the existing fleet of modified Tesla vehicles already operating in the service.
Tesla’s unsupervised mileage is growing at a double-digit weekly rate according to earlier company comments, yet its fleet size remains modest compared with established competitors. Waymo has accumulated more than 200 million fully autonomous rider-only miles. Tesla has described its own unsupervised operations as having recorded zero notable incidents in the period leading up to the July update.
The one-million-mile figure reflects Tesla’s shift from supervised testing to broader driverless service in multiple states. It also highlights the company’s strategy of using both existing Model Y vehicles and the new Cybercab to scale its network.
Credit: Tesla
Whether the rapid recent growth continues will depend on further city expansions, regulatory approvals, and the performance of the purpose-built Cybercab in everyday paid rides. Tesla has not specified how many of the latest miles involved the new vehicle versus the rest of the fleet.
The announcement underscores Tesla’s progress toward a larger robotaxi network while illustrating the remaining gap in total autonomous experience relative to longer-operating rivals.
Tesla Cybertruck engineer reveals new changes in ‘constantly evolving’ pickup
Tesla Cybercabs narrowly miss deadly Amazon cargo plane crash
