Tesla Dips Its Toes into Google Advertising, Departing from Its Non-Traditional Marketing Approach

Posted on June 27, 2023

Tesla, the electric vehicle (EV) manufacturer renowned for its non-traditional marketing approach, has begun experimenting with Google advertising for the first time. This move follows CEO Elon Musk's announcement last month that the company would start exploring conventional advertising strategies. Historically, Tesla has relied on its product quality and word-of-mouth publicity from its owners, eschewing traditional advertising.

Last month, during Tesla’s annual meeting, Musk stated that the company would "try a little advertising" to see the potential outcomes. Recent reports indicate that Google users have begun noticing Tesla ads in their searches, primarily in the UK, and some solar ads in the US. Tesla's advertising efforts so far seem to be centered around search engine ads rather than traditional banner advertising.

The introduction of more electric vehicles into the market in increasing volumes has escalated competition, and automakers are expected to reallocate portions of their advertising budgets, some of the largest in any industry, from fossil fuel-powered vehicles to electric vehicles. Tesla's venture into advertising could be seen as an acknowledgment of this changing landscape.