Tesla Motors Inc doesn’t spend any money on advertising, or that’s one of the messages that the firm spends millions trying to get across. Elon Musk’s firm is generally opposed to advertising, but he seems to have no problem with short videos that showcase the key features of the cars that Tesla Motors makes, and connects the idea of owning the car to various human aspirations.
The video above shows off the latest effort from Elon Musk’s firm. Luckily for his shareholders, Tesla Motors is good enough at making that sort of content that it doesn’t need to pay to have it placed. You can judge for yourself whether it’s worth sharing by watching above. The clip is still relatively unknown with just 6,000 views.
For those who can’t watch it, the clip features three Model X SUVs using their lights, and their unique doors, to visually stimulate on top of the track aural stimulation of Wizards in Winter by Trans-Siberian Orchestra. It’s a powerful instrumental piece, though likely not to everyone’s taste, and it helps to underline a boldly stated message from Tesla Motors and the Model X.
At the very least the clip has all three Model X SUVs roaring “I am here!” That’s something that Tesla Motors fans and investors alike have been waiting to hear for a very long time.
Tesla Motors starts selling the Model X
Model X-mas is a fitting way for Tesla Motors to ring in the new year. The firm’s 2015 has been all about the Model X, and the constant delays in getting the car released. Finally, just a week before the end of 2015, the firm appears to be on track with the EV SUV. Shipments of Signature versions of the car have begun, and Tesla Motors appears to be ramping up production.
More than one visitor to the firm’s Fremont factory has reported that work on the Model X is in full swing, and at least a handful of shipments of the Signature Model X have been confirmed to date. As far as we know the first Signature Model X was delivered on December 18 at the firm’s plant.
It’s hard to put an accurate number on the number of Model X shipments so far, but Tesla Motors will offer us a vital clue when it publishes its December quarter shipment numbers. That release should happen in the first or second week of January, but it’s not clear if the firm will show off the direct number of Model X shipments.
We’ll surely get a decent guide to how many units of the Model X Tesla Motors delivered when it publishes its fourth quarter results in full. Those results won’t arrive until February, however, so we’ve got a long time to wait before we get a certain idea of how the Model X is shipping.
Tesla Motors shows ads, but they’re awesome
The Model X holiday video is an example of the sort of new wave of advertising that has taken over in recent years. Despite not paying to have the video put in front of millions during the Superbowl, Tesla Motors has brought brand recognition and Model X awareness to the world with this content, even if fewer than 10,000 have ended up seeing it.
This is advertising with an organic base. Tesla Motors Inc won’t pay to put it in front of people, but the firm will pay to make it great enough for people to share. Where the line between that and advertising exists is hard to draw with any certainty.
Back in 2013 Tesla Motors Inc shared some of its ideas about ads with AdAge. The firm’s spokesperson Alexis Georgeson said, “Right now, the stores are our advertising. We’re very confident we can sell 20,000-plus cars a year—without paid advertising. It may be something we’ll do years down the road. But it’s certainly not something we feel is crucial for sales right now.”
Tesla Motors may not spend much on traditional marketing, but the idea that the firm uses things like its stores and its Superchargers as marketing as well as a service for users means that the firm’s actual budget may not be fully reflective of the reality of the firm’s marketing spend.
Likewise the millions the firm likely spends sending Elon Musk around the world every year nets the firm a huge amount of coverage in the media, both national and international.
Tesla Motors won’t advertise just yet
It looks like we’re along way away from a Tesla Motors Inc that uses more traditional ads. The firm, using nothing but it’s own media guile, has been able to secure orders for its cars that multiply its current production capacity. Any ads thrown on top of that would result in more orders that Tesla Motors can’t fill.
What the firm wants to do is keep as many eyes on its activities as possible, while keeping those watching on its side. Delays like that which hit the Model X since 2012 are dangerous for the future of a firm like Tesla Motors. As the car begins to ship it seems that there was very little brand damage as a result of the delay, but the risk was there during the process.
For the time being, with 30,000 or more orders in the queue, the Model X ringing out “I am here!” as in the above video should be enough to keep a lot of people interested in the progress of the firm’s big new release.