While Tesla Motors may be at the forefront of both today and tomorrow’s most groundbreaking technological advancements in the motor industry they give a different aspect to the age-old saying “the best things in life are free'”. While anyone who is remotely aware of what the cost of a Tesla would be will tell you that it is definitely not ‘for free’, however, ‘free’ is the very definition of Tesla’s marketing scheme.
The Genesis of Tesla.
Tesla was founded in 2003 by a group of engineers who wanted to prove that people didn’t need to compromise to drive electric – that electric vehicles can be better, quicker and more fun to drive than gasoline cars. Today, Tesla builds not only all-electric vehicles but also infinitely scalable clean energy generation and storage products. Tesla believes the faster the world stops relying on fossil fuels and moves towards a zero-emission future, the better. Currently Tesla have these all-electric car models available:
- Tesla Roadster (First all-electric of Tesla Motors)
- Tesla: Model S
- Tesla: Model X
- Tesla: Model 3 (launched in 2017)
Tesla’s Zero to Hero marketing strategy.
Tesla’s marketing budget stands at a grand total of $0.00 and does not make use of any of the traditional tools of marketing. While this may seem an odd way to go about creating awareness for a clearly marketable brand with many enviable features, it is in fact possibly the best way! The awareness of the brand has not suffered as a result, it could almost be said that the lack of marketing to the naked eye has elevated the ‘larger than life’ persona typified by Tesla Motors.
There is an added air of mystery surrounding Tesla which has only served to increase interest in the brand, they have relied on the knowledge that the products which they possess are of an extremely high standards in any and all facets and as such will generate attention due simply to the simple intrigue and fascination accompanying Tesla. In order to promote and facilitate sales, alongside the normal avenues of stores and test drives Tesla also offers $1000 for each advocate and/or referral given, that reminds me, would you like to buy a Tesla?
Behind the curtains.
Tesla’s marketing may seem non-existent, but it is behind the scenes where they do their best advertising. Elon Musk, their visionary founder and leader is a man who understands that, in his own words, “The public tends to be, as they should, interested in things that are precedent and superlatives”, he understands the value of showmanship and wonder to people and has filtered this throughout his business model. In many interviews on TV shows, Youtube and other media platforms Musk is a very passionate, intelligent and candid person, his image is conveyed and maintains a human link with which the public can relate. He is also of the belief that the best method of communication is facilitated by creating something of great significance to a significant
audience; in electric cars, Tesla has the future of sustainable transport, something very significant which is of importance to well… everyone, perhaps not right now but eventually!
In addition, Tesla has other unique initiatives to stimulate brand awareness and sales. They have recently completed the construction of the “biggest, cleanest factory ever” otherwise known as a ‘Gigafactory’ .Tesla expects the ‘Gigafactory’ to be the biggest building in the world – and entirely powered by renewable energy sources, with the goal of achieving net zero energy. Another less publicised trait of Tesla is that they are very focused on people, and both the present and future.
They are a ‘good-guy’ brand who are aiming at ensuring human-kind is able to thrive while also focusing on the people themselves.Tesla is also known to bump customers who are in dire medical situations up their waiting lists, they have an open policy on their patents and claim to be the safest car around winning multiple awards in regards to safety, showing that they too are a caring brand which even though it may seem distant has a strong human connection and cares deeply about society as a whole. All these efforts serve to further their cutting-edge, eco-friendly, ahead of the game image, while ensuring that they maintain a strong human-connection within their brand. Here is a video showcasing the new Tesla Model 3 with Elon Musk’s vision behind it:
In doing all the aforementioned things Musk has ensured that Tesla negated the need for traditional marketing structures and tools, as , where is the need to market your product when society does it for free?