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Yeah, it might be old and outdated to some, but there’s no doubt it got the word out to some new Tesla followers.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
Tesla appears to have teased a long-awaited Model Y trim for a Friday launch
The company posted it with its Europe & Middle East account, and it appears to be a Model Y Performance, which has been spotted testing at the famed Nurburgring in Germany.
Tesla appears to have teased a long-awaited Model Y trim for a launch on Friday.
The company posted it with its Europe & Middle East account, and it appears to be a Model Y Performance, which has been spotted testing at the famed Nurburgring in Germany.
Tesla has teased a video of the Model Y Performance from its European X account
We’ve been waiting for this trim of the Model Y for a very long timepic.twitter.com/izXviZKs4X
— TESLARATI (@Teslarati) August 27, 2025
The Model Y Performance became a big-time hit after it packed the family-style interior with lightning-fast acceleration, speed, and handling.
As Tesla transitioned the Model Y into the updated “Juniper” design, the company took its time to create an even better vehicle with the new Performance configuration.
It has surely taken its time, but the vehicle appears to have undergone some exterior changes to enhance aerodynamics, handling, and overall performance.
We recently went into what was different about the test units spotted at Nurburgring in an article, but we’ll also list them here:
- New 21″ wheels
- All black headliner, a big change that was included in the Model Y L, the first time a Model Y has had that option
- Updated brakes
- Bucket seats that appear to be similar to the new Model Y L in China
- New Carbon Fiber Spoiler
- Performance Badging
- Changes to both the front and rear bumper
- Suspension with Adaptive Dampers
Tesla Model Y Performance zips around Nurburgring with new features
It does not seem like there’s much else it could be, but it is important to note that Tesla has been developing a handful of affordable models. There is a possibility that Tesla could launch one of these on Friday, but it seems unlikely.
The affordable models will likely be coming to the United States or China before they would in Europe.
They would be developed at Gigafactory Texas or Gigafactory Shanghai. The company stated in its Q2 Earnings Shareholder Deck that it had continued to expand its vehicle offerings and successfully manufactured the first builds of a more affordable model in June.
Volume production is planned for the second half of 2025.
Elon Musk
SpaceX Starship Flight 10 was so successful, it’s breaking the anti-Musk narrative
That’s all the proof one could need about the undeniable success of Starship Flight 10.
Starship Flight 10 was a huge success for SpaceX. When both the Super Heavy booster and the Starship Upper Stage successfully landed on their designated splashdown zones, the space community was celebrating.
The largest and most powerful rocket in the world had successfully completed its tenth test flight. And this time around, there were no rapid unscheduled disassemblies during the mission.
As per SpaceX in a statement following Flight 10, “every major objective was met, providing critical data to inform designs of the next generation Starship and Super Heavy.” The private space enterprise also stated that Flight 10 provided valuable data by stressing the limits of Starship’s capabilities.
With all of Flight 10’s mission objectives met, one would think that it would be pretty easy to cover the story of Starship’s successful tenth test flight. But that’s where one would be wrong, because Elon Musk companies, whether it be Tesla or SpaceX or xAI, tend to attract negative slant from mainstream media outlets.
This was in full force with Starship Flight 10’s coverage. Take the BBC’s Facebook post about the fight test, which read “Elon Musk’s giant rocket, earmarked for use in a 2027 mission to the Moon, has had multiple catastrophic failures in previous launches.” CNN was more direct with its slant, writing “SpaceX’s troubled Starship prototype pulls off successful flight after months of explosive mishaps” on its headline.
While some media outlets evidently adopted a negative slant towards Starship’s Flight 10 results, several other media sources actually published surprisingly positive articles about the successful test flight. The most notable of which is arguably the New York Times, which featured a headline that read “SpaceX’s Giant Mars Rocket Completes Nearly Flawless Test Flight.” Fox News also ran with a notably positive headline that read “SpaceX succeeds at third Starship test flight attempt after multiple scrubs.”
Having covered Elon Musk-related companies for the better part of a decade now, I have learned that mainstream coverage of any of his companies tends to be sprinkled with varying degrees of negative slant. The reasons behind this may never be fully explained, but it is just the way things are. This is why, when milestones such as Starship’s Flight 10 actually happen and mainstream media coverage becomes somewhat objective, I can’t help but be amazed.
After all, it takes one heck of a company led by one heck of a leader to force objectivity on an entity that has proven subjective over the years. And that, if any, is all the proof one could need about the undeniable success of Starship Flight 10.
Elon Musk
Tesla’s Elon Musk takes another shot at Waymo’s capabilities stemming from LiDAR
“LiDAR also does not work well in snow, rain or dust due to reflection scatter. That’s why Waymos stop working in any heavy precipitation.”
Tesla CEO Elon Musk has frequently expressed his opinions on LiDAR in the past, but in recent days, the EV maker’s frontman has continued to discuss the weaknesses in the technology and why his company has relied on cameras.
He also mentioned the suite’s limits on Waymo’s capabilities.
Tesla completely abandoned using radar alongside its camera suite a few years ago, something it referred to as “Tesla Vision” at the time. For its vehicles, it has only used cameras since this transition, and Musk has never once shied away from this strategy.
Earlier this week, he discussed the reliance of LiDAR and radar by other companies:
“Lidar and radar reduce safety due to sensor contention. If lidars/radars disagree with cameras, which one wins?
This sensor ambiguity causes increased, not decreased, risk. That’s why Waymos can’t drive on highways.
We turned off radars in Teslas to increase safety. Cameras ftw.”
Elon Musk argues lidar and radar make self driving cars more dangerous
He continued with this narrative again and mentioned Waymo specifically on a second occasion.
Musk’s focus this time was on Waymo vehicles and their capabilities in adverse weather, specifically snow, rain, or even dust storms, and how LiDAR struggles to navigate in these conditions.
He said:
“LiDAR also does not work well in snow, rain or dust due to reflection scatter. That’s why Waymos stop working in any heavy precipitation. As I have said many times, there is a role for LiDAR in some circumstances and I personally oversaw the development of LiDAR for the SpaceX Dragon docking with Space Station. I am well aware of its strengths and weaknesses.”
LiDAR also does not work well in snow, rain or dust due to reflection scatter. That’s why Waymos stop working in any heavy precipitation.
As I have said many times, there is a role for LiDAR in some circumstances and I personally oversaw the development of LiDAR for the SpaceX…— Elon Musk (@elonmusk) August 26, 2025
Tesla’s approach is significantly different than most companies. Waymo, Motional, Aurora, and Zoox all use LiDAR for their self-driving programs, while Tesla continues to rely on its camera-only approach.
Musk even said that Model S and Model X utilized a Tesla-developed high-resolution radar, but it could not “compare to passive optical (cameras), so we turned it off.”
Tesla developed high resolution radar and the hardware is actually present in Model S & X, but it just can’t compare to passive optical (cameras), so we turned it off.
As a side note, any military systems that rely on radar “stealth” technology are toast in a modern conflict,…
— Elon Musk (@elonmusk) August 26, 2025
Tesla appears to have teased a long-awaited Model Y trim for a Friday launch
SpaceX Starship Flight 10 was so successful, it’s breaking the anti-Musk narrative
Tesla’s Elon Musk takes another shot at Waymo’s capabilities stemming from LiDAR
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