Following his frequent advocacy for a new marketing approach, Future Fund managing partner Gary Black reiterated his push for Tesla to begin advertising its products more, urging the EV maker to take inspiration from iPhone maker Apple. According to Black, Apple owes its value to the best products coupled with the best marketing, while Tesla has the best products but no marketing.
He stated a potential advertising campaign for Tesla must answer who it is and explain the brand’s relevance to consumers, whether in EVs, autonomy, or personal robots. Black drew this perspective from Steve Jobs’ talk on Apple’s ‘Think Different’ campaign. Consequently, Tesla does not engage in traditional advertising, instead relying on word of mouth and its several affiliated X accounts to disseminate information.
However, the company briefly experimented with ads in 2023 after Musk stated it would “try a little advertising”. The team hired for traditional advertising was disbanded in 2024 after Musk criticized the output as “too generic.” Meanwhile, Black has often called upon Tesla to better market its ease of charging and full self-driving technology to reach more consumers. Neither Tesla nor Apple break down their advertising spending separately.
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