Tesla`s Marketing Revolution: Driving the Future of Mobility through Brand Advocacy
| Case Code: MKTG472 Case Length: 9 Pages Period: - Pub Date: 2025 Teaching Note: Available |
Price: Rs.400 Organization : Tesla, Inc. Industry : Automotive Countries : United States Themes: Advertising & Promotion, Advocacy Campaigns |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Viral Velocity — Tesla’s Marketing Playbook
While traditional automakers spent billions of dollars annually on advertising, Tesla had embraced a zero-dollar advertising strategy that leveraged the power of word-of-mouth, social media, and an almost cult-like customer base. Tesla’s marketing approach was not about buying airtime or print space; it was about creating moments, stories, and products that people could not stop talking about. In its 2017 annual report, Tesla stated, “Historically, we have been able to generate significant media coverage of our company and our vehicles, and we believe we will continue to do so. To date, for vehicle sales, media coverage and word of mouth have been the primary drivers of our sales leads and have helped us achieve sales without traditional advertising and at relatively low marketing costs.” ..
Challenges & Risks
While Tesla’s marketing strategy had been wildly successful, there were attendant risks. The company’s reliance on Musk’s personal brand made it vulnerable to his public behavior and statements,.
Exhibits
Exhibit I: Tesla’s Competitors
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