Tesla Starts Advertising on X, YouTube and Facebook [VIDEO]

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Tesla, a company known for not using conventional marketing strategies, appears to have launched its first full social media campaign. X users reported seeing ads on different platforms worldwide, including X, which is, of course, owned by Tesla CEO Elon Musk. However, advertisements have been popping up on YouTube and Facebook.

BREAKING: Tesla has started paid advertising on X in the U.S. pic.twitter.com/oAY7ZVYUak

— Sawyer Merritt (@SawyerMerritt) February 6, 2024

As Tesla ventures into social media advertising, the company is simultaneously preparing for a year that CEO Elon Musk anticipates might see lower growth rates. During the most recent earnings call, Musk provided insights into Tesla's strategic direction for 2024, emphasizing the company's position between two major growth waves. Despite this forecast, Tesla is actively implementing strategies to maintain its momentum and ensure long-term success.

A Strategic Shift in Tesla's Strategy

Although not the first instance of Tesla delving into advertising, the company's recent move to include social media platforms marks a significant expansion of its marketing efforts. Previously, Tesla tested the waters with targeted Google ads, primarily in the UK and the US, focusing on search engine visibility. These initial steps were indicative of Tesla's cautious approach to advertising, aiming to gauge its effectiveness without committing substantial resources.

What I saw in YouTube.. pic.twitter.com/XQGeL6hWzn

— UziObi (@ObiUzi97708) February 6, 2024

The recent earnings call shed light on Tesla's advertising and educational campaigns' preliminary results and return on investment. Tesla did have a digital campaign underway at the end of 2023 that was highly targeted and aimed at driving awareness about the brand and its products.

These campaigns, particularly one in Texas, reached approximately 10 million unique viewers and generated close to 0.5 million visits to Tesla's website, many of whom were first-time visitors. This data suggests that digital advertising can significantly enhance Tesla's visibility and address misconceptions about EVs, including concerns about safety and affordability.

This expansion aligns with Musk's comments during the earnings call about the need to increase awareness in regions where Tesla's market share is low. Using a mix of social media platforms, Tesla can tailor its messaging to different audiences, ensuring its campaigns resonate with diverse consumers.

The Impact of Digital Advertising on EV Awareness

The strategic focus on digital advertising comes at a crucial time for Tesla and the EV industry. As competition intensifies and market dynamics evolve, Tesla must recognize the importance of addressing affordability, enhancing awareness, and correcting misconceptions about electric vehicles. The company's digital campaigns highlight EVs' benefits, such as their environmental impact, advanced technology, safety features, and increasingly competitive pricing.

Tesla are advertising on YouTube in the UK 🇬🇧 pic.twitter.com/edQ3KE7ghI

— Young in Cheshire (@youngincheshire) February 6, 2024

By leveraging social media platforms' reach and targeting capabilities, Tesla can effectively communicate these messages to a global audience, potentially accelerating the shift toward sustainable transportation. This approach also allows Tesla to gather valuable consumer behavior and preferences data, informing future marketing and product development strategies.

New Buyers While Keeping the Loyal Customers Happy

The advertising campaign comes just one day after the company announced a significant offering to entice current owners to upgrade. Notably, Tesla now allows the transfer of Full Self-Driving (FSD) packages and supercharging benefits to new vehicles purchased by existing customers. The new cars must be delivered by the end of March.

While Tesla prepares for a year of potentially lower growth in 2024, its strategic moves highlight its proactive approach to overcoming challenges. By focusing on innovation, enhancing customer value propositions, and leveraging social media platforms for advertising, Tesla is taking comprehensive steps to ensure its resilience and long-term success.

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Tesla and Uber Partner for Another Discount Off New Vehicles

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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.

It's interesting to see Tesla and Uber partner so closely, given that Tesla’s Robotaxi service will become a direct competitor to Uber. Tesla also recently launched the Trip Navigation and Battery Awareness feature for Uber drivers.

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Tesla Updates Cybertruck Range Extender Timeline and Specs

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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.

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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