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Yeah, it might be old and outdated to some, but there’s no doubt it got the word out to some new Tesla followers.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
Anti-Tesla union leader ditches X, urges use of Threads instead
Tesla Sweden and IF Metall have been engaged in a bitter dispute for over two years now.
Marie Nilsson, chair of Sweden’s IF Metall union and a prominent critic of Tesla, has left X and is urging audiences to follow the union on Meta’s Threads instead.
Tesla Sweden and IF Metall have been engaged in a bitter dispute for over two years now.
Anti-Tesla union leader exits X
In a comment to Dagens Arbete (DA), Nilsson noted that her exit from X is not formally tied to IF Metall’s long-running labor dispute with Tesla Sweden. Still, she stated that her departure is affected by changes to the platform under Elon Musk’s leadership.
“We have stayed because many journalists pick up news there. But as more and more people have left X, we have felt that the standard has now been reached on that platform,” she said.
Jesper Pettersson, press officer at IF Metall, highlighted that the union’s departure from X is only indirectly linked to Tesla Sweden and Elon Musk. “Indirectly it does, since there is a lot of evidence that his ownership has caused the change in the platform to be so significant.
“We have nevertheless assessed that the platform had value for reaching journalists, politicians and other opinion leaders. But it is a microscopic proportion of the public and our members who are there, and now that value has decreased,” Petterson added.
IF Metall sees Threads as an X alternative
After leaving X, IF Metall has begun using Threads, Meta’s alternative to the social media platform. The union described the move as experimental, noting that it is still evaluating how effective the platform will be for outreach and visibility.
Pettersson acknowledged that Meta also does not operate under Sweden’s collective bargaining model, but said the union sees little alternative if it wants to remain visible online.
“In a perfect world, all large international companies would be supporters of the Swedish model when they come here. But unfortunately, the reality is not like that. If we are to be visible at all in this social media world, we have to play by the rules of the game. The alternative would be to become completely invisible, and that would not benefit our members,” he said.
Despite many recent rumors and various reports, Elon Musk confirmed today that SpaceX is not developing a phone based on Starlink, not once, but twice.
Today’s report from Reuters cited people familiar with the matter and stated internal discussions have seen SpaceX executives mulling the idea of building a mobile device that would connect directly to the Starlink satellite constellation.
Musk did state in late January that SpaceX developing a phone was “not out of the question at some point.” However, He also said it would have to be a major difference from current phones, and would be optimized “purely for running max performance/watt neural nets.”
Not out of the question at some point. It would be a very different device than current phones. Optimized purely for running max performance/watt neural nets.
— Elon Musk (@elonmusk) January 30, 2026
While Musk said it was not out of the question “at some point,” that does not mean it is currently a project SpaceX is working on. The CEO reaffirmed this point twice on X this afternoon.
Musk said, “Reuters lies relentlessly,” in one post. In the next, he explicitly stated, “We are not developing a phone.”
Reuters lies relentlessly
— Elon Musk (@elonmusk) February 5, 2026
We are not developing a phone
— Elon Musk (@elonmusk) February 5, 2026
Musk has basically always maintained that SpaceX has too many things going on, denying that a phone would be in the realm of upcoming projects. There are too many things in the works for Musk’s space exploration company, most notably the recent merger with xAI.
SpaceX officially acquires xAI, merging rockets with AI expertise
A Starlink phone would be an excellent idea, especially considering that SpaceX operates 9,500 satellites, serving over 9 million users worldwide. 650 of those satellites are dedicated to the company’s direct-to-device initiative, which provides cellular coverage on a global scale.
Nevertheless, there is the potential that the Starlink phone eventually become a project SpaceX works on. However, it is not currently in the scope of what the company needs to develop, so things are more focused on that as of right now.
Tesla has added a notable improvement to its Dashcam feature after complaints from owners have pushed the company to make a drastic change.
Perhaps one of the biggest frustrations that Tesla owners have communicated regarding the Dashcam feature is the lack of ability to retain any more than 60 minutes of driving footage before it is overwritten.
It does not matter what size USB jump drive is plugged into the vehicle. 60 minutes is all it will hold until new footage takes over the old. This can cause some issues, especially if you were saving an impressive clip of Full Self-Driving or an incident on the road, which could be lost if new footage was recorded.
This has now been changed, as Tesla has shown in the Release Notes for an upcoming Software Update in China. It will likely expand to the U.S. market in the coming weeks, and was first noticed by NotaTeslaApp.
The release notes state:
“Dashcam Dynamic Recording Duration – The dashcam dynamically adjusts the recording duration based on the available storage capacity of the connected USB drive. For example, with a 128 GB USB drive, the maximum recording duration is approximately 3 hours; with a 1 TB or larger USB drive, it can reach up to 24 hours. This ensures that as much video as possible is retained for review before it gets overwritten.”
Tesla Adds Dynamic Recording
Instead of having a 60-minute cap, the new system will now go off the memory in the USB drive. This means with:
- 128 GB Jump Drive – Up to Three Hours of Rolling Footage
- 1TB Jump Drive – Up to 24 Hours of Rolling Footage
This is dependent on the amount of storage available on the jump drive, meaning that if there are other things saved on it, it will take away from the amount of footage that can be retained.
While the feature is just now making its way to employees in China, it will likely be at least several weeks before it makes its way to the U.S., but owners should definitely expect it in the coming months.
It will be a welcome feature, especially as there will now be more customization to the number of clips and their duration that can be stored.
Anti-Tesla union leader ditches X, urges use of Threads instead
Elon Musk confirms SpaceX is not developing a phone
