This is Why Tesla Doesn't Need to Advertise

Tesla essentially pioneered the electric vehicle market. And they have been so successful at dominating it, that they have yet to actually put much effort into advertising. Yet everyone now knows the brand as the slick, slightly rebellious, eco-responsible auto that has something called a Ludicrous mode. You can’t buy that kind of cool with ad dollars. "A lot of companies get confused, they spend money on things that don’t actually make the product better," said CEO Elon Musk while giving his USC Commencement speech in 2014. "At Tesla, we’ve never spent any money on advertising. We put all the money into [research and development], and manufacturing and design to try to make the car as good as possible. And I think that’s the way to go."

Under Musk’s leadership, Tesla has become a $4.4 billion company. The reason why the company has succeeded to this degree isn’t only because they create great cars though. It’s also because Tesla (and Musk) have become synonymous with futuristic technology and by extension upcoming trends, which enables the brand to reach into all sorts of different markets. In other words, something as far removed as the hotel or toy industries will scramble to be associated with them, because consumers are drawn to the brand’s oozing cool factor. This puts Tesla in a unique position.

So naturally, instead of producing traditional advertisements to sell cars (like commercials and billboards) Tesla takes a more unconventional approach and lets their fans do it for them. After all, why spend money on a commercial when fans make their own professional-grade videos for you? Customers have also posted hidden camera clips of themselves wowing their passengers with the P90 Ludicrous Mode—all Tesla had to do was share them across social media. There’s even a man in Arizona who gained national attention for renting out his Model S as a hotel for $85 a night, something which Elon Musk probably wouldn't have even thought of to do. 

Mila Pantovich

An avid traveler, Mila Pantovich splits her time between San Diego, CA and Banff, AB Canada. She has been working with JustLuxe as a writer and editor since 2012 and has been featured in several publications, including Huffington Post. Additionally, she works in marketing for a prestigious securities law firm. Follow her travels on Instagram: @MilaPantovich ...(Read More)

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