A new revolution in Tesla? It would seem good. Indeed, during the annual meeting of shareholders, Elon Musk, the boss of the brand, actually stated that he “Maybe it’s time to advertise”.

An important change in direction for Tesla if confirmed, as Elon Musk has stated several times in the past that the money spent on advertising was “vain”and that he loved more “Allocate this budget for research and development of better products”.

An evolving scenario

Elon Musk’s decision is justified for several reasons, especially given the current context. The general director himself admitted this Tesla is not immune to today’s macro pressures and certainly cannot ignore the growing competition. Even if the brand’s sales are doing quite well, Elon Musk probably prefers to occupy the field and build a solid brand image while there is still time before a competitor catches up.

But as you surely know, in everything Tesla does, the brand does nothing like others. What types of advertising will Tesla focus on? Analysts and industry experts believe that Tesla will focus on an irreverent campaign in which the automaker will want to convey several messages, such as the advantages of driving a Tesla, especially compared to competitors, with something quite offensive.

“Tesla has never been like other automakers, and it’s not going to start now. So we expect something revolutionary”Tal Jacobson, CEO of advertising technology company Perion Network, told Reuters about it. “His ability to use media to promote his brand and his company’s brand is an art form”– he added, referring to Elon Musk.

Elon Musk as an ambassador?

Elon Musk, for his part, explained: “We don’t have a defined strategy yet. We look for something that communicates our products, is aesthetically pleasing and has an artistic element. And it should be something you won’t regret when you’re done with it.”.

Therefore, Tesla is better off moving towards advertising similar to Apple’s, with an almost “cinematic” side to it. But will the brand spend that much money?

“I don’t think Elon Musk will spend as much as AppleBob Gruthers, chief revenue officer of streaming platform Loop Media, told Reuters. “he strives for something minimalistic and futuristic”.

What if Tesla bet on the extravagance and reputation of its leader to make him the face of advertising? “I think there is a less polarizing and more compelling way to communicate the benefits of a brand. Elon Musk as a press secretary may not be the most effective choice”– said Kimberly Whitler, a professor at the School of Economics at the University of Virginia, USA.