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.
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Tesla and Uber are partnering to offer a new discount for Uber drivers. The offer is similar to one that was offered earlier in the year. Uber and Tesla previously offered a $2,000 USD purchase incentive under a special Uber referral code. That offer ended in March, and Tesla is now offering a new, similar offer.
Both the previous incentive as well as this new offer are only available in the United States.
Offer Conditions
The new offer is simple: If you’re an Uber Driver, you’ll be able to get $1,000 in Tesla credits upon taking delivery and another $1,000 in Uber Cash after completing 100 rideshare trips. You’ll need to purchase either a new Model 3 or Model Y—any variant, including the Performance versions, is acceptable. The program is not available for used or demo vehicles.
For anyone interested in trying out being an Uber driver, this is also a nice way to get $2,000 off a new Tesla. While the discount is no longer a purchase incentive, you can use the $1,000 in Tesla credits towards accessories, service, Supercharging, swag, or another vehicle. The Uber Cash, on the other hand, will be paid out alongside your 100th trip.
The offer is combinable with the Military Purchase Program, but you can’t use the Tesla referral program to get $500 off. If you’ve already got referral credits, though, you can use them toward the purchase of the vehicle.
Finally, you’ll need to take delivery before the end of the year (December 31st) and complete your 100th trip before February 15, 2025.
How to Use It
To take advantage of the offer, go to Tesla’s Uber page and log in via Uber. Both companies will verify that you’re eligible for the discount. You’ll also have to be in good standing as an Uber driver - if you’re not, no discount.
Tesla has released updated specifications and a revised timeline for the Cybertruck’s Range Extender. Originally launched alongside the Cybertruck last year, the Range Extender offered a significant boost in range along with a notable price tag—requiring a $2,000 reservation deposit and an estimated price of $16,000.
Updated Specs
Tesla has updated the Ranger Extender's range, now increasing the vehicle’s range from 340 miles to 445 miles on the Dual Motor variant and from 320 miles to 440 miles on the Cyberbeast.
The updated specifications reduce the vehicle’s total range with the Range Extender by about 6% compared to the original specs, while the Range Extender itself sees a 20% reduction in range. This is a substantial reduction, and Tesla has yet to explain the change. It’s likely that they’ve started testing Cybertrucks with Range Extenders under EPA test conditions, which may have adjusted the initial range estimates.
Truck
Range
Original Range Extender
Updated Range Extender
Dual Motor AWD
325 mi
470 mi
445 mi +
Cyberbeast
301 mi
440 mi
415 mi +
Delayed Timeline
The Range Extender was originally supposed to be available for those who pre-ordered sometime in early-2025. That timeline has now been pushed back to mid-2025. However, given Tesla’s lackluster attempts at maintaining timelines, we could fully expect this timeline to continue to slip closer to 2026, but we remain hopeful that it’ll arrive on time.
Tesla has been working towards perfecting its dry-cathode process, which could also be a likely cause of the delays. Tesla may want to ship the Range Extenders as dry-cathode—it's a small batch product and one that’s easier to replace or repair than an entire truck.
Overall, the Range Extender itself is an interesting item. While it does provide a small range increase—one that’s necessary for towing—it has its fair share of demerits. It takes up a considerable amount of bed space and must be installed and uninstalled by Tesla Service. Additionally, the weight in the bed will result in a change in the center of gravity.
We’re interested to see what Tesla does with the Range Extender - we’ve only seen a few pictures of engineering samples on Tesla’s site, but it could come with considerable changes when it launches.
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