The Dawn of a New Era: Tesla Begins to Advertise on Google

June 30, 2023

By Kevin Armstrong

Tesla has begun advertising with Google ads

Yashu Sharma (Edited by NATA)

Tesla has revolutionized the automotive industry without spending a dime on advertising. Known for its unconventional marketing approach of relying on word-of-mouth and the popularity of CEO Elon Musk, the company has now begun to advertise - a first in its history.

A new approach to marketing sees Tesla experimenting with Google ads. Will this move increase Tesla's visibility and catapult it to the top of search results? The ads primarily appear in the UK, with some appearing in the U.S. in relation to their solar products. Intriguingly, the focus is on search engine advertising, shying away from traditional banner ads.

Setting the Stage for a Social Media Explosion?

Given Tesla's flair for innovation, surely there must be more than this. Considering Musk owns Twitter and Tesla has several videos on YouTube promoting products, there has to be a bigger show coming. Dog Mode (video below) and the Bioweapon Defense Mode videos are standout for videos that could easily be made into commercials that run on Twitter or even conventional tv advertising.

Decoding the Advertising Decision: Are Sales Down or Production Up?

With Tesla's inventory at its highest this year, the question arises: Is this a response to slowing sales or ramped-up production? As Tesla continues to expand and accelerate the pace in its new factories, they have set a goal to sell 2 million vehicles this year. To meet this target, building a bigger demand base via advertising seems a smart move.

The Heavy Wallets of Auto Makers: A Look at Advertising Expenditure

To put things in perspective, let's glance at the amount major automakers spend on advertising. According to Statista, General Motors invested nearly $2.7 billion in advertising in the U.S. in 2022. Ford followed with about $2 billion, and Stellantis, Toyota Motor, and Honda Motor exceeded a billion.

As Tesla breaks into this arena, the size of its ad spend will be interesting to watch. It's also worth noting how their foray might impact the shift of advertising budgets from traditional fossil fuel-powered vehicles to electric ones.

Is this just the beginning? Only time will tell how Tesla's new advertising strategy will shake up the auto industry. With their commitment to innovation and change, Tesla is poised to rewrite the advertising playbook, electrifying their way to the top of the search results and beyond.

Tesla Robotaxi Sends Out More Invites: Next Phases of Robotaxi

June 27, 2025

By Karan Singh

@TerrapinTerpene

Following the successful launch of Robotaxi on Sunday, June 22nd, Tesla has begun moving to the next phase of its Robotaxi rollout. They have finally begun sending out a second, larger wave of invites, expanding the early access program to more members of the Tesla community across the United States.

This has moved them past the initial 20 or so users that were offered access on Sunday. That also means Tesla is on the hunt for something crucial: more real-world data.

More Riders ASAP

The initial launch was a tightly controlled event, with access granted to a small and curated group of influencers. While this approach was ideal for generating initial buzz for the launch and collecting feedback from high-quality testers, it also presented logistical challenges.

With only a handful of authorized riders and vehicles, the demand for rides would inevitably dry up as influencers begin their journeys back home. Without a public release, that would leave Tesla’s Robotaxi fleet idle, unable to gather additional data.

To rapidly improve on Robotaxi’s FSD, Tesla needs its vehicles to be constantly navigating real-world scenarios, encountering edge cases, and logging miles. The second round of invites is needed to keep Robotaxis learning and on the road.

Austin Users Next?

This new wave of invites isn’t an open door for members of the public quite yet. By continuing to send invites to trusted community members, Tesla is executing a slow and deliberate rollout by inviting members who know and love Tesla. This allows them to scale the program gradually, increasing the number of users and the diversity of ride requests without overwhelming the relatively small initial fleet of about 10 cars.

Future phases will likely involve opening access to Tesla owners within Austin, which would open up a regular flow of rides. Once that’s done, Robotaxi will likely open up to the public.

Sign of Confidence

The expansion of the early access program is a sign that Tesla is happy and confident with the rollout so far. While Tesla can gather plenty of data around Austin from Tesla owners using FSD, they also need to continue testing features that are exclusive to the Robotaxi, such as the Robotaxi app, support, and remotely control the vehicles when needed.

We expect a full launch to potentially still be months out, but this methodical expansion will likely see more users gradually gain access to the Robotaxi network in the coming weeks.

Tesla Executive Omead Afshar Departs as Tesla's Focus Also Changes

June 27, 2025

By Karan Singh

Not a Tesla App

Omead Afshar, who was previously Elon Musk’s “Fixer” and the Head of Operations for North America and Europe, has left the company, according to reports from Forbes and Bloomberg.

While some sources have claimed he was fired, others say he voluntarily left, but his exit isn’t exactly an isolated event.

Afshar’s departure is the second high-level exit this month, following Optimus' lead, Milan Kovac. When viewed together, alongside Elon's full-time return to Tesla, these changes may offer some insight into the pressures the Tesla executive team is facing during a transitional period.

Transition from what, you may ask? Well, from the world’s largest EV company to an AI and robotics-first company. This transition has been looming for years, and with Elon’s vision of a future powered by autonomous vehicles and humanoid robots. It’s the path that Tesla is determined to forge, ahead of anyone else, and despite the immense challenges of real-world AI.

Two Competing Narratives

Two primary theories have emerged to explain the timing of Afshar’s exit, and each paints quite a different picture.

The first, supported by the reporting from Forbes, frames him as a casualty of Tesla’s current sales issues. With sales having declined for five consecutive months in Europe and dropping in the US, the second quarter of 2025 has been rough for Tesla. In conjunction with recent factory shutdowns, a lot is happening behind the scenes, with Robotaxi taking the limelight and the missing Affordable Model in the backseat. Afshar’s departure could be the result of a move to show accountability for the performance drop of the core business he managed.

The second narrative is one of “mission accomplished.” Just days before his abrupt exit, Afshar posted a celebratory message on X about the successful launch of the Robotaxi Network.

Absolutely historic day for Tesla.

This has been years of hard work and focus by so many people within the company.

Thank you, Elon, for pushing us all! https://t.co/2FPKU77ZOo
— Omead Afshar (@omead) June 23, 2025

He followed up with a second celebratory-styled message the day after - it was a project he was deeply involved in as the do-it-all executive for Elon. This has led to speculation that his departure was planned, and potentially tied to compensation vesting with the launch of the Robotaxi Network, allowing him to leave on a high note after seeing the kick-off of one of Tesla’s most critical projects. This follows other recent departures of Tesla’s executive team, many of whom have gone to full-time retirement following years of hard work.

The Bigger Picture: What Is Tesla, really?

While both theories are plausible, the truth may be that Afshar’s departure is the symptom of a much larger challenge. Tesla is balancing two very different corporate identities.

On one hand, it's a manufacturing and sales powerhouse, responsible for the world’s best-selling electric vehicles, a business facing intense competition and brand perception challenges that even Elon has acknowledged.

On the other hand, Tesla is the only company shipping real-world AI for consumers, and betting its future on robotics and AI with massive investments in capacity for both future businesses.

The recent executive churn suggests that this balancing act is creating some strain, especially for Tesla’s senior executives. The departure of Milan Kovac signaled pressure on the future side of the business, where progress has been slow but consistent. Now, the exit of Afshar, who ran the “legacy” automotive side of the business, shows there’s pressure there, as the automotive business navigates a period of flattening growth and intense global competition.

So, we ask again - What is Tesla, really? Is it an AI and Robotics company? Kind of, but not really. Is it an EV company? Once again, kind of.

In our eyes, it is no longer just an EV company, but it’s at a critical point where it is transitioning to an AI and robotics company.

Tesla’s messaging to the outside world is similarly conflicted. On the one hand, the launch of the refreshed Model Y, a massive boost for the business, went seemingly unnoticed by Elon, who only posted a single update on the Model Y after its launch. On the other hand, we’ve seen consistent and non-stop posts about Robotaxi, which is likely years away from generating a significant portion of Tesla’s profits.

A Company in Transition

Ultimately, Omead Afshar’s departure is more than a single personnel change; it’s a reflection of Tesla navigating a crucial and challenging transition. The evidence of an abrupt halt, with internal sources reporting his account has been removed from internal company directories, suggests that there’s more to this than meets the eye.

Whether he was fired for declining sales or chose to leave after the successful launch of the Robotaxi Network, the outcome is the same. A key leader, tasked with managing the core business of the present, is gone at the very moment when the company is changing its path towards AI and robotics.

Being both a car company in a tough market and an AI company on the verge of a breakthrough is a monumental challenge, and the path forward is likely to see even more changes.