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Tesla Tequila is Elon Musk’s latest proof that advertising isn’t necessary

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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.

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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.

Joey has been a journalist covering electric mobility at TESLARATI since August 2019. In his spare time, Joey is playing golf, watching MMA, or cheering on any of his favorite sports teams, including the Baltimore Ravens and Orioles, Miami Heat, Washington Capitals, and Penn State Nittany Lions. You can get in touch with joey at joey@teslarati.com. He is also on X @KlenderJoey. If you're looking for great Tesla accessories, check out shop.teslarati.com

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Tesla Supercharger access has proven to be a challenge for one company

Interestingly, it seems to be the Volkswagen brand specifically that is having issues with compatibility with Tesla Superchargers. Other brands under the VW umbrella, like Audi and Porsche, have already gained access to the charging network.

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Credit: MarcoRP | X

Tesla Supercharger access has proven to be quite the challenge for one company, as it continues to delay the date that it will enable its owners to charge at the most expansive network in the world.

Tesla Superchargers have been opening up to other brands for well over a year, and many car companies that are manufacturing electric vehicles now have access to the vast network that has over 70,000 locations worldwide.

Tesla to launch Supercharger access for VW owners later this year

However, one brand has experienced some issues with what it is calling “technical challenges,” specifically failing to enable cross-compatibility between its vehicles and Tesla Superchargers.

Volkswagen has had to delay its ability to enable customers to charge at Superchargers because there have been some difficulties getting things to run smoothly. A report from PCMag cites a quote from a Volkswagen spokesperson who said there are still plans to deliver this year, but there have been some delays:

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“Volkswagen looks forward to making it possible for ID. Buzz and ID.4 vehicle owners to gain access to the Tesla NACS Partner Superchargers. The timeline has been delayed by technical challenges, and we ask for customers’ patience. We still expect to deliver access this year.”

Interestingly, it seems to be the Volkswagen brand specifically that is having issues with compatibility with Tesla Superchargers. Other brands under the VW umbrella, like Audi and Porsche, have already gained access to the charging network.

Volkswagen EV owners will need to use an official VW adapter to access the Tesla Supercharger Network once the issues are resolved. It still plans to launch access to its owners later this year, but its spokesperson did not announce any planned timeline.

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Tesla Giga Berlin makes big move amid strong sales and demand

“We currently have very good sales figures and have therefore revised our production plans for the third and fourth quarters upwards.”

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Credit: Tesla Manufacturing

Tesla is making a big move at its factory in Germany, known as Giga Berlin, as managers at the plant have indicated the company plans to increase its production rate for the remainder of the year.

Giga Berlin is responsible for manufacturing Model Y vehicles for several markets worldwide, including those outside of Europe. It was opened in March 2022, and it recently built its 500,000th Model Y in March and its 100,000th new Model Y just three weeks ago.

Due to some encouraging sales figures in the markets it provides vehicles for, Tesla said it is planning to increase production at the factory for the remainder of the year.

Andrè Thierig, plant manager at Giga Berlin, said to German news outlet DPA on Sunday that market data has encouraged a move to be made regarding the production at the factory:

“We currently have very good sales figures and have therefore revised our production plans for the third and fourth quarters upwards.”

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It is interesting to see this kind of narrative from Thierig, especially as data has shown Tesla has struggled in various markets, including Germany, this year.

Sales drops have been reported, but other markets are holding strong, especially those in Northern Europe, such as Norway, where the Model Y saw a nearly 39 percent increase in sales in August compared to the same month the previous year.

Tesla Model Y leads sales rush in Norway in August 2025

Gigafactory Berlin supplies vehicles for other markets, such as Canada, Australia, and New Zealand, which are strategically important to avoid tariffs. It also builds cars for the Middle East.

Thierig reiterated this point during the interview with DPA:

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“We supply well over 30 markets and definitely see a positive trend there.”

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Tesla analyst says Musk stock buy should send this signal to investors

“With Musk’s (Tesla stock) purchase, combined with the upward momentum for delivery expectations and robotaxi rollout, we are becoming more bullish.”

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(Credit: Tesla)

Tesla CEO Elon Musk purchased roughly $1 billion in Tesla shares on Friday, and analysts are now breaking down the move as the stock is headed upward.

One of them is William Blair analyst Jed Dorsheimer, who said in a new note to investors on Monday that Musk’s move should send a signal of confidence to stock buyers, especially considering the company’s numerous catalysts that currently exist.

Elon Musk just bought $1 billion in Tesla stock, his biggest purchase ever

Dorsheimer said in the note:

“With Musk’s (Tesla stock) purchase, combined with the upward momentum for delivery expectations and robotaxi rollout, we are becoming more bullish. This purchase is Musk’s first buy since 2020. To us, this sends a strong signal of confidence in the most important part of Tesla’s future business, robotaxi.”

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Musk putting an additional $1 billion back into the company in the form of more stock ownership is obviously a huge vote of confidence.

He knows more than anyone about the progress Tesla has made and is making on the Robotaxi platform, as well as the company’s ongoing efforts to solve vehicle autonomy. If he’s buying stock, it is more than likely a good sign.

Tesla has continued to expand its Robotaxi platform in a number of ways. The project has gotten bigger in terms of service area, vehicle fleet, and testing population. Tesla has also recently received a permit to test in Nevada, unlocking the potential to expand into a brand-new state for the company.

In the note, Dorsheimer also touched on Musk’s recent pay package, revealing that William Blair recently met with Tesla’s Board of Directors, who gave the firm some more color on the situation:

“We recently participated in a meeting with Tesla’s board of directors to discuss the details of Musk’s performance package. The board is confident of its position in the Delaware case and anticipates a verdict by end of year. It does not expect a similar situation to occur under new Texas jurisdiction. Musk has the board’s full support, and we expect he’ll get more than enough shareholder support for this to pass with flying colors.”

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Tesla stock is up over 6 percent so far today, trading at $421.50 at the time of publication.

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