Tesla has never run commercials, and it doesn’t have a Public Relations or Advertising Department. Evidence over the years suggests that it doesn’t need one as the company’s products, events, and uncommonly vocal CEO Elon Musk have shown that spending money on commercials is overrated. Instead, they’ve let the company do its own talking, and despite not spending a dollar on ads, it’s arguably the most talked-about car company on the planet.
Before I wrote about electric cars for a living and considered myself an “EV enthusiast,” I knew that other electric cars existed. There’s a BMW i3 that I see on a daily basis on my daily commute to the gym, there’s a Chevy Bolt owner in my neighborhood, and there were a handful of Teslas around. Now, Teslas dominate my area, despite the fact that the company has never spent any money on advertising its products. I know I’ve seen Chevy Bolt and BMW i3 commercials on several occasions, but nobody talks about them.
From Elon Musk’s Twitter feed to rapper Yung Gravy’s hit single “Whip a Tesla,” there are plenty of ways Tesla has received the spotlight of the public eye through the years. Here are a few of the ones that I feel are the best example of how powerful Tesla’s PR machine is, even though it uses that money to continue developing its products.
1. The Tesla Model X “Dance”
While this one is extremely old and worn-out, it was usually the first thing I showed people who didn’t know what a Tesla is. It’s a flashy, flamboyant, fun Easter Egg that has the Model X dancing to the Trans Siberian Orchestra, and it’s an extremely annoying feature, according to several long-time Tesla owners who I keep in touch with. Despite its overuse by Tesla’s newcomers, it’s still a feature that spread throughout the internet like wildfire. It was a combination of inventiveness and Elon Musk’s bold sense of humor, and it undoubtedly gets the attention of many people who have no clue what is so special about Tesla vehicles.
Yeah, it might be old and outdated to some, but there’s no doubt it got the word out to some new Tesla followers. Rarely used in the wild anymore, it was recently used in China to attract college grads to consider working for the company.
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2. Elon Musk’s Twitter Feed
From Tesla stock synopses to product release details, to updates to Tesla’s lineup, Elon Musk’s Twitter feed is a legendary PR tool for the automaker. It’s free to create a Twitter, and Elon Musk uses it for literally any reason he can. His over 55 million Twitter followers feast at nearly every Tweet he writes, and the main difference for me is the responses he receives.
Musk is a comical man, someone who holds a great sense of humor and a light-heartedness that only a few people in his stressful position would be able to display. While most professional athletes attract responses from fans and foes who are interested in the sport they play, Musk attracts attention from nearly everyone from every walk of life. While you can usually expect some to share their newest memes, looking for approval from the unequivocal Lord of Memes, most commonly there are questions from Tesla owners and fans who are interested in when the next big development will be released.
Musk gains around 1 million new followers every week, according to his profile on Social Blade, A million extra sets of eyes feast upon his Tweets every night, whether they deal with automotive or his other projects, or his recent dive into Cryptocurrency, they attract massive attention from everyone in every corner of the World.
3. The Cybertruck Broken Glass Episode
During the 2019 unveiling of the Tesla Cybertruck, a demonstration of the vehicle’s durability was underway. First, Tesla’s Cheif Designer Franz von Holzhausen slammed a sledgehammer into the driver’s side door of the all-electric pickup. With no dents, dings, or imperfections to be found, the next part of the demonstration would reveal the nearly impossible to break Cybertruck glass, and it would solidify Tesla’s nearly indestructible vehicle.
Except the glass broke.
And for weeks and weeks, and months even, video of the Cybertruck’s glass breaking plagued the internet. For most companies, it would have been an embarrassing episode of a PR nightmare that would need massive amounts of explaining. Instead, Tesla used it to expand the brand.
Yup. Sledgehammer impact on door cracked base of glass, which is why steel ball didn’t bounce off. Should have done steel ball on window, *then* sledgehammer the door. Next time …
— Elon Musk (@elonmusk) November 25, 2019
Tesla created the Cybertruck glass shirt for its store, which simply had the dinged-up glass put on the front of a black t-shirt. Not shying away from the event, Tesla used the cards it was dealt, and it was really incredible how something that would derail a product unveiling for something that claimed to be so strong and robust was used to continue the public’s awareness of the Cybertruck.
Only Tesla.
There’s three of my favorite examples of Tesla’s PR brilliance. Of course, there are plenty more, including one that occurred last weekend with UFC Lightweight Beneil Dariush.
Be sure to let me know what your favorite examples of Tesla’s PR are!
I use this newsletter to share my thoughts on what is going on in the Tesla world. If you want to talk to me directly, you can email me or reach me on Twitter. I don’t bite, be sure to reach out!
News
SpaceX completes another secret Pentagon launch, adding to suspected Starshield buildout
SpaceX launched the classified USSF-385 mission from Vandenberg, landing its booster on a tenth flight.
SpaceX launched another classified mission for the U.S. Space Force from California early Saturday morning, and the Falcon 9 booster that carried it landed on a drone ship in the Pacific for the tenth time. The USSF-385 mission lifted off from Space Launch Complex 4E at Vandenberg Space Force Base at 7:00 a.m. PT.
Booster B1100 touched down on Of Course I Still Love You roughly eight and a half minutes after liftoff. It was the booster’s tenth flight and tenth successful landing, following the NROL-95 national security mission and eight Starlink launches. Its previous flight, a Starlink Group 15 mission on August 22, came just 35 days earlier. SpaceX ended its livestream shortly after the landing, which is standard for classified payloads, and neither the company nor the Space Force has said what the rocket carried.
Watch Falcon 9 launch the USSF-385 mission from pad 4E in California https://t.co/CAdbx85Ydy
— SpaceX (@SpaceX) September 26, 2026
USSF-385 is the fourth Space Force launch from the same Vandenberg pad in roughly six weeks, following USSF-366 on August 15, USSF-153 on September 10, and USSF-259 on September 17. When SpaceX flew USSF-366 in August, independent trackers noted that the rocket’s stage drop zones matched SpaceX’s Starlink Group 15 missions, pointing to Starshield, the government version of the Starlink satellite bus. The Space Force later cataloged 23 satellites after both USSF-366 and USSF-153, while USSF-259 placed 17 satellites into a different orbital plane, per KeepTrack. Launch databases describe USSF-385 the same way, though the payload remains officially unidentified.
The cadence lines up with the contracts, because in July, the Space Force awarded SpaceX $1.6 billion in task orders for 18 Falcon 9 missions from Vandenberg through the end of 2027. SpaceX also holds contracts to build pieces of that same network, which pushed its Pentagon contract total for 2026 past $8 billion.
Saturday’s flight was also the sixth and final Falcon 9 launch from Vandenberg in September, according to Spaceflight Now, while only one Falcon 9 flew from the East Coast this month as SpaceX shifts its Florida infrastructure toward Starship. Launch trackers list it as SpaceX’s 112th mission of 2026 and the 108th Falcon 9 flight of the year, with SLC-4E turned around about six and a half days after its previous launch.
The West Coast pad will not stay quiet for long, considering SpaceX has another Starlink mission scheduled from SLC-4E on September 30. Meanwhile, in Texas, the company is two days away from Starship Flight 14, which is targeting Monday at 7:15 a.m. CT for the vehicle’s first attempt to reach orbit.
News
Tesla hints at new Roadster design in surprise clip
Tesla ended its Semi event with a Roadster teaser revealing a new front light bar.
Tesla closed out its Semi event in Nevada on Thursday night with a nod to its own history, dropping a short Roadster teaser that suggests the production car will look noticeably different from the prototype first shown in 2017.
“We can’t have a Semi event without the Roadster,” Tesla engineering executive Lars Moravy told the crowd before the clip played. The line was a deliberate callback. Tesla first revealed the next generation Roadster in November 2017 by driving it out of the back of a Semi trailer at the truck’s original unveiling in Hawthorne, California.
The new video opens on trailer doors swinging apart in the dark. A thin white light bar glows across what appears to be the nose of the car, Tesla and SpaceX logos flash over the frame, and the Roadster name appears before the clip ends on “See you next week.” Tesla posted the nine second clip on X after the livestream wrapped.
See you next week pic.twitter.com/BT52bGVxFu
— Tesla (@Tesla) September 25, 2026
The light bar is the most concrete design detail so far. The 2017 prototype used two separate curved headlamp pods, while a connected front light strip would bring the Roadster in line with the Cybertruck, Cybercab, Semi, and refreshed Model Y. Sawyer Merritt was among the first to point out what looked like part of a SpaceX logo in the video, something Tesla has not addressed.
That logo fits the buildup around the optional SpaceX Package, which Elon Musk has long said would use cold gas thrusters to improve acceleration and possibly allow the car to briefly leave the ground. Tesla’s “Go for launch” post on September 12 set the October 1 date, and invitations sent to reservation holders place the event in Waco, Texas, at 8:30 p.m. Eastern. Waco sits roughly 20 minutes from SpaceX’s McGregor rocket test site, where the FAA has put a temporary flight restriction in place from September 18 through October 2, covering a 1.5 nautical mile radius from the surface up to 10,000 feet.
Tesla is also taking money ahead of the reveal. The company reopened Roadster reservations earlier this week with a $5,000 refundable card payment, followed by a $45,000 wire transfer due within 10 days. That puts buyers at $50,000 committed before Tesla has published a price.
The original pitch set a high bar: 0 to 60 mph in 1.9 seconds before any upgrades, 620 miles of range, a top speed above 250 mph, and production in 2020. That timeline has slipped repeatedly, and Tesla has since pointed to production at Gigafactory Texas no earlier than 2027. The company has said next Thursday’s event will include pricing, specifications, and production targets, the three details original reservation holders have been waiting on for nearly nine years.
Tesla Full Self-Driving’s release in Europe is set to be delayed by at least a few months.
The European Union will not vote on Tesla’s Full Self-Driving (Supervised) on October 6. The draft agenda for the 119th meeting of the Technical Committee on Motor Vehicles lists only a 25-minute “continuation of discussions” on the Netherlands’ Article 39 request, not a decision. The next scheduled TCMV session is in December, which is now the earliest date a bloc-wide vote could occur.
Tesla Europe had pointed to October 6 as a possible EU-wide vote after the Dutch vehicle authority RDW granted the first European type approval on April 10.
That approval, under UN Regulation 171 plus an Article 39 exemption in EU Regulation 2018/858, is the legal file other member states have been recognizing one by one. The same committee has already discussed the request twice without voting.
Elon Musk’s reply to the delay was a single word: “Sigh.”
Sigh
— Elon Musk (@elonmusk) September 25, 2026
Seven EU countries have now cleared FSD Supervised on their own roads: the Netherlands, Lithuania, Estonia, Denmark, Belgium, Slovenia, and Czechia. Those seven states represent about 53 million people, or roughly 12 percent of the EU population. An EU-wide authorization still needs a qualified majority: at least 15 of 27 member states representing 65 percent of the bloc’s population, about 292 million people.
Germany, France, Italy, and Spain remain the decisive markets. France has already rejected the current system; several other governments have flagged speed-limit compliance as the main sticking point.
The safety case Tesla is putting in front of those governments is now public. On September 1, Tesla Europe said FSD Supervised was in use by more than 70,000 customers, covering over 1 million kilometers a day, and was 4.1 times less likely to be involved in a crash than manual driving across 100 million kilometers on EU public roads.
An earlier mid-year cut of the same fleet data, covering 65 million kilometers in five approved countries, put the collision advantage at 5.2 times, with zero highway collisions over 41.9 million kilometers. Tesla also reported far fewer automatic emergency braking events, harsh accelerations, and hard swerves than in comparable manual Tesla driving. Those figures are company-reported, not independently audited.
Tesla Full Self-Driving is taking over Europe: fourth country gets FSD approval
The public-health backdrop is harder to dispute. European countries recorded about 19,400 road deaths in 2025, or roughly 53 a day, most of them attributed to human error. FSD Supervised is not unsupervised autonomy; the driver remains legally responsible. But the software is already legal and in daily use across seven member states.
Until TCMV votes, the rest of the EU remains a patchwork: available in Prague and Amsterdam, locked behind review in Paris and Berlin. December is now the next chance to close that gap.
SpaceX completes another secret Pentagon launch, adding to suspected Starshield buildout
Tesla hints at new Roadster design in surprise clip
