Case Study: Tesla Marketing Strategy

March 22, 2021

Prepare to be wowed by one of the most innovative and trailblazing car companies in the world – Tesla. With its game-changing electric vehicles and futuristic technology, it’s no surprise that Tesla has become a household name. Its sleek designs, advanced self-driving features, and impressive acceleration have captured the attention of car enthusiasts and tech geeks alike.

An In-Depth Look at Tesla’s Marketing Strategy

In this blog post, we’ll dive into how Tesla has managed to create such a strong brand and loyal following through their savvy advertising techniques. Get ready to be inspired and amazed by this powerhouse of a company!

What Is Tesla’s Marketing Strategy?

Tesla has a knack for creating sustainable cars and a buzz with its ads. With Elon Musk at the helm, Tesla’s marketing strategy focuses on building an emotional connection with its audience and strengthening its brand presence.

While all the major automotive brands budget for paid marketing, Tesla has been avoiding it. For instance, Tesla spends 0$ on social media ads, unlike more traditional automotive brands such as BMW, Porsche, Cadillac, etc.

However, Tesla started doing partnerships with influencers. For example, a famous influencer from China, Viya, streamed Tesla’s latest model in 2020, and 4 million people watched it according to Bloomberg. There are many other examples that Tesla benefitted from influencers’ power to gain more visibility.

At this point, you may ask “Have paid options become Tesla’s main focus in marketing?” Our answer is a big no.

Tesla has certainly made changes in its marketing approach and is seeing success with this change. Yet it seems that the company’s primary focus lies in the power of building strong bonds with people which means emphasizing sustainability in marketing and R&D, forming a public opinion about its benefits on having a future on Earth, and most importantly cultivating brand appeal and turning people into brand advocates.

To fulfill the above-mentioned goals in its marketing strategy, Tesla published promotional videos on YouTube and followed a killer social media strategy that utilizes the popularity of Tesla’s CEO, Elon Musk.

Elon Musk’s Influence on Tesla’s Marketing Strategy

Elon Musk is a world-famous social media figure and his fame is increasing day by day with his high-profile purchase of Twitter and the following events like firing the majority of the employees. But, how does it affect Tesla’s growth and brand identity?

Elon Musk’s purchase of Twitter and Tesla’s marketing journey can seem irrelevant at the first glance, but actually, they are building each other with hype-building news.

Elon Musk generated significant excitement with a tweet about buying Twitter, but he later withdrew his plants and offer, causing the buzz to fizzle out, and then, he went back to the idea of buying Twitter. Such indecisiveness attracted attention to Elon Musk-related news including one of its brands, Tesla.

Although Elon Musk’s Twitter obsession caused a 28% decrease in Tesla stocks in 2022, every day, Elon Musk’s reputation is being further enhanced by the constant media attention. In other words, Elon Musk works as an influencer for Tesla! He also tweets about Tesla and benefits from his own popularity to promote the brand and its sustainable features.

So we can say that despite Tesla’s shift towards influencer marketing, Elon Musk’s influence on Tesla’s marketing strategy has maintained a focus on generating organic hype. This is made possible by both Elon Musk’s popularity and Tesla’s commitment to developing innovative and sustainable aspects that allow the brand and products to sell themselves.

Tesla’s Advertising Strategy: Publishing YouTube Videos

While Tesla doesn’t solely rely on YouTube videos for advertising, it has discovered that creating engaging and informative content on the platform is a great way to connect with people. Through these videos, viewers get a closer look at Tesla’s innovative products and features, as well as a behind-the-scenes peek into the company’s operations.

It seems that Tesla has found a way to go beyond the limits of traditional advertising and create brand awareness and loyalty through an organic and informative approach. To get a better idea of how they’re doing it, let’s take a look at some of Tesla’s advertising videos on YouTube. To get a better idea of how they’re doing it, let’s take a look at some of Tesla’s advertising videos on YouTube.

Find Your Perfect Match

Unlike a typical car ad, this video features robots introducing themselves and poking fun at the concept of finding love on Valentine’s Day.

This advertising video of Tesla is a perfect example of how the brand’s unique marketing style stands out in the crowd. The fun and playful robot theme is both engaging and entertaining, unveiling Tesla’s creativity and innovation. With millions of views, it’s clear that Tesla’s social media strategy is working wonders for building brand awareness and connecting with potential customers.

Schedule Your Departure

By showcasing the “Schedule Your Departure” feature in a fun and informative way, Tesla offers its customers a range of benefits, including the ability to charge their vehicle during off-peak hours to keep electricity bills low and to preheat their cabin, ensuring a comfortable and cozy ride from the moment they step inside.

Dog Mode Cabin Camera

In this video, Tesla demonstrates its “Dog Mode Cabin Camera” feature, which allows pet caregivers to leave their furry friends in the car in a comfortable and safe environment. With a playful dog as the star of the video, Tesla effectively conveys the message that they care about both the comfort of their customers and their companions. This is just one example of how Tesla is changing the game in the automotive industry by offering innovative features that truly appeal to its customers’ daily life needs and utilizing such aspects as a part of its marketing strategy.

Driven by Sustainability

Tesla emphasizes the importance it gives to sustainability in this YouTube video. However, there are concerns regarding the sustainability of electric cars due to the potential environmental impact of battery disposal. In its “Driven by Sustainability”, Tesla asserts that its vehicles do not emit pollution and electric cars, in general, have lower greenhouse gas emissions. It looks like Tesla has a point in saying so because EPA makes the same claim.


Tesla’s marketing strategy has been one of the most unique and effective ones in the automotive industry. Rather than relying on traditional forms of advertising, Tesla has focused on building an emotional connection with its audience and generating word-of-mouth buzz around its products through innovative and informative content.

One last word we can say is that Tesla’s marketing strategy is a powerful example of how a company can successfully connect with its audience and build a strong and lasting brand.