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Tesla Tequila is Elon Musk’s latest proof that advertising isn’t necessary
Tesla makes cars, big batteries, solar panels, and now tequila. But the few hours that the most recent product on that list was available shows that advertising isn’t needed to create brand loyalty or a strong consumer base. Instead, Tesla creates a great series of electric cars and sustainable energy systems. Pair that with an innovative CEO that people believe in, and you can sell basically anything: Just ask Tesla, or the Boring Company, for that matter.
After years of teasing a high-quality, agave-based liquor known as tequila that would dawn the electric car company’s name, Tesla Tequila finally hit the shelves after two and a half years of anticipation. It didn’t last long, though, as the $250 + tax bottle of booze that was shaped like a lightning bolt wasn’t available for more than a few hours. A company that has never made tequila, or any drinks for that matter, and spends 99.999999% of its time trying to figure out the world’s transition to sustainable energy sold out of its first batch in a relatively short period of time.
Tesla Tequila sold out in just a few hours, no advertising needed.
Not knowing the quality of the booze they were buying, nor whether it would be available again, Tesla fans flocked to the company’s shop and bought up to two bottles per person. Disappearing in a few hours, Tesla hasn’t stated whether a second batch will become available. But if you didn’t get one, bottles are still being sold on eBay for more than they were originally worth. But don’t expect it to have tequila inside.
Tesla has managed to sell a product that isn’t a car or a battery, all by Elon Musk making an April Fool’s joke two years ago. It is the latest testament to the company’s strange and unorthodox advertising campaign. The thing is: it’s only strange if it doesn’t work. And besides, that money is going toward product development, which is more important to the company’s future, anyway.
But it did work, and it isn’t the first time. In January 2018, Musk’s Boring Company sold 20,000 Flamethrowers for $500 apiece. Selling out in a few days, Musk vowed on the Joe Rogan Experience that they’ll never make more of them and that it was a horrible idea. “You shouldn’t buy one. I said, ‘Don’t buy this Flamethrower. Don’t buy it.”
But people bought it, and they bought them quickly. It isn’t a secret why, either. Flamethrowers are cool, they were limited edition, and they were something that was thought up by Musk, and fans wanted every part of it.
But on a more serious note, the same thing is going on with Tesla’s actual products. While the company has a concerted effort to create a massive volume of electric cars and energy storage systems, Tesla is working on expanding its production capabilities to keep up with demand. The Tesla Tequila and the Flamethrower are novelty items. However, these cars will keep the Earth free of fossil fuels and massive batteries that will keep energy available for outage occurrences.
The automaker is opening new production facilities in the United States and Europe and trying to solve the challenges that come with manufacturing. It turns out that electric cars are gaining momentum over their gas-powered counterparts, and Tesla didn’t need to buy any airtime or cool social media ads to convince people to drive their cars.
It all comes down to creating a product that people believe in. If you can build a solid base of customers who believe in the mission, you can sell anything. Advertising isn’t necessary, and Elon Musk and Tesla have recognized that.
Elon Musk
Elon Musk’s net worth is nearing $800 billion, and it’s no small part due to xAI
A newly confirmed $20 billion xAI funding round valued the business at $250 billion, adding an estimated $62 billion to Musk’s fortune.
Elon Musk moved within reach of an unprecedented $800 billion net worth after private investors sharply increased the valuation of xAI Holdings, his artificial intelligence and social media company.
A newly confirmed $20 billion funding round valued the business at $250 billion, adding an estimated $62 billion to Musk’s fortune and widening his lead as the world’s wealthiest individual.
xAI’s valuation jump
Forbes confirmed that xAI Holdings was valued at $250 billion following its $20 billion funding round. That’s more than double the $113 billion valuation Musk cited when he merged his AI startup xAI with social media platform X last year. Musk owned roughly 49% of the combined company, which Forbes estimated was worth about $122 billion after the deal closed.
xAI’s recent valuation increase pushed Musk’s total net worth to approximately $780 billion, as per Forbes’ Real-Time Billionaires List. The jump represented one of the single largest wealth gains ever recorded in a private funding round.
Interestingly enough, xAI’s funding round also boosted the AI startup’s other billionaire investors. Saudi investor Prince Alwaleed Bin Talal Alsaud held an estimated 1.6% stake in xAI worth about $4 billion, so the recent funding round boosted his net worth to $19.4 billion. Twitter co-founder Jack Dorsey and Oracle co-founder Larry Ellison each owned roughly 0.8% stakes that are now valued at about $2.1 billion, increasing their net worths to $6 billion and $241 billion, respectively.
The backbone of Musk’s net worth
Despite xAI’s rapid rise, Musk’s net worth is still primarily anchored by SpaceX and Tesla. SpaceX represents Musk’s single most valuable asset, with his 42% stake in the private space company estimated at roughly $336 billion.
Tesla ranks second among Musk’s holdings, as he owns about 12% of the EV maker’s common stock, which is worth approximately $307 billion.
Over the past year, Musk crossed a series of historic milestones, becoming the first person ever worth $500 billion, $600 billion, and $700 billion. He also widened his lead over the world’s second-richest individual, Larry Page, by more than $500 billion.
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Tesla Cybercab sighting confirms one highly requested feature
The feature will likely allow the Cybercab to continue operating even in conditions when its cameras could be covered with dust, mud, or road grime.
A recent sighting of Tesla’s Cybercab prototype in Chicago appears to confirm a long-requested feature for the autonomous two-seater.
The feature will likely allow the Cybercab to continue operating even in conditions when its cameras could be covered with dust, mud, or road grime.
The Cybercab’s camera washer
The Cybercab prototype in question was sighted in Chicago, and its image was shared widely on social media. While the autonomous two-seater itself was visibly dirty, its rear camera area stood out as noticeably cleaner than the rest of the car. Traces of water were also visible on the trunk. This suggested that the Cybercab is equipped with a rear camera washer.
As noted by Model Y owner and industry watcher Sawyer Merritt, a rear camera washer is a feature many Tesla owners have requested for years, particularly in snowy or wet regions where camera obstruction can affect visibility and the performance of systems like Full Self-Driving (FSD).
While only the rear camera washer was clearly visible, the sighting raises the possibility that Tesla may equip the Cybercab’s other external cameras with similar cleaning systems. Given the vehicle’s fully autonomous design, redundant visibility safeguards would be a logical inclusion.
The Cybercab in Tesla’s autonomous world
The Cybercab is Tesla’s first purpose-built autonomous ride-hailing vehicle, and it is expected to enter production later this year. The vehicle was unveiled in October 2024 at the “We, Robot” event in Los Angeles, and it is expected to be a major growth driver for Tesla as it continues its transition toward an AI- and robotics-focused company. The Cybercab will not include a steering wheel or pedals and is intended to carry one or two passengers per trip, a decision Tesla says reflects real-world ride-hailing usage data.
The Cybercab is also expected to feature in-vehicle entertainment through its center touchscreen, wireless charging, and other rider-focused amenities. Musk has also hinted that the vehicle includes far more innovation than is immediately apparent, stating on X that “there is so much to this car that is not obvious on the surface.”
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Tesla seen as early winner as Canada reopens door to China-made EVs
Tesla had already prepared for Chinese exports to Canada in 2023 by equipping its Shanghai Gigafactory to produce a Canada-specific version of the Model Y.
Tesla seems poised to be an early beneficiary of Canada’s decision to reopen imports of Chinese-made electric vehicles, following the removal of a 100% tariff that halted shipments last year.
Thanks to Giga Shanghai’s capability to produce Canadian-spec vehicles, it might only be a matter of time before Tesla is able to export vehicles to Canada from China once more.
Under the new U.S.–Canada trade agreement, Canada will allow up to 49,000 vehicles per year to be imported from China at a 6.1% tariff, with the quota potentially rising to 70,000 units within five years, according to Prime Minister Mark Carney.
Half of the initial quota is reserved for vehicles priced under CAD 35,000, a threshold above current Tesla models, though the electric vehicle maker could still benefit from the rule change, as noted in a Reuters report.
Tesla had already prepared for Chinese exports to Canada in 2023 by equipping its Shanghai Gigafactory to produce a Canada-specific version of the Model Y. That year, Tesla began shipping vehicles from Shanghai to Canada, contributing to a sharp 460% year-over-year increase in China-built vehicle imports through Vancouver.
When Ottawa imposed a 100% tariff in 2024, however, Tesla halted those shipments and shifted Canadian supply to its U.S. and Berlin factories. With tariffs now reduced, Tesla could quickly resume China-to-Canada exports.
Beyond manufacturing flexibility, Tesla could also benefit from its established retail presence in Canada. The automaker operates 39 stores across Canada, while Chinese brands like BYD and Nio have yet to enter the Canadian market directly. Tesla’s relatively small lineup, which is comprised of four core models plus the Cybertruck, allows it to move faster on marketing and logistics than competitors with broader portfolios.
Elon Musk’s net worth is nearing $800 billion, and it’s no small part due to xAI
Tesla Cybercab sighting confirms one highly requested feature
