The Dawn of a New Era: Tesla Begins to Advertise on Google

June 30, 2023

By Kevin Armstrong

Tesla has begun advertising with Google ads

Yashu Sharma (Edited by NATA)

Tesla has revolutionized the automotive industry without spending a dime on advertising. Known for its unconventional marketing approach of relying on word-of-mouth and the popularity of CEO Elon Musk, the company has now begun to advertise - a first in its history.

A new approach to marketing sees Tesla experimenting with Google ads. Will this move increase Tesla's visibility and catapult it to the top of search results? The ads primarily appear in the UK, with some appearing in the U.S. in relation to their solar products. Intriguingly, the focus is on search engine advertising, shying away from traditional banner ads.

Setting the Stage for a Social Media Explosion?

Given Tesla's flair for innovation, surely there must be more than this. Considering Musk owns Twitter and Tesla has several videos on YouTube promoting products, there has to be a bigger show coming. Dog Mode (video below) and the Bioweapon Defense Mode videos are standout for videos that could easily be made into commercials that run on Twitter or even conventional tv advertising.

Decoding the Advertising Decision: Are Sales Down or Production Up?

With Tesla's inventory at its highest this year, the question arises: Is this a response to slowing sales or ramped-up production? As Tesla continues to expand and accelerate the pace in its new factories, they have set a goal to sell 2 million vehicles this year. To meet this target, building a bigger demand base via advertising seems a smart move.

The Heavy Wallets of Auto Makers: A Look at Advertising Expenditure

To put things in perspective, let's glance at the amount major automakers spend on advertising. According to Statista, General Motors invested nearly $2.7 billion in advertising in the U.S. in 2022. Ford followed with about $2 billion, and Stellantis, Toyota Motor, and Honda Motor exceeded a billion.

As Tesla breaks into this arena, the size of its ad spend will be interesting to watch. It's also worth noting how their foray might impact the shift of advertising budgets from traditional fossil fuel-powered vehicles to electric ones.

Is this just the beginning? Only time will tell how Tesla's new advertising strategy will shake up the auto industry. With their commitment to innovation and change, Tesla is poised to rewrite the advertising playbook, electrifying their way to the top of the search results and beyond.

Tesla Q1 Update on Optimus, Batteries, and Tesla Energy

May 1, 2025

By Karan Singh

Not a Tesla App

The 2025 Q1 Earnings Call gave us the opportunity to learn about a lot of things, from Unsupervised FSD, to the Robotaxi program, to the update on the more affordable model. There was a lot of news to unpack, but there’s still more.

In this article, we’ll cover Tesla’s updates on Optimus, batteries, and Tesla Energy.

Optimus

Tesla has been working away on their humanoid robot and continues to make progress in software and hardware.

First, Tesla is preparing the Fremont factory for the Optimus pilot production line, which is scheduled for completion later this year. Once it is, wider deployments of Optimus for internal use within Tesla’s facilities are expected as well. Tesla aims to have several thousand Optimus units working in its North American factories by the end of the year once the pilot production line is operational.

Tesla’s goals for production remain extremely lofty - 1 million units per year by 2030. However, they could face some challenges when ramping production.

Key components like the shoulder actuators use specialized permanent and rare-earth magnets, which are currently sourced from China. Due to recent Chinese restrictions on the overseas sale of these magnets, Tesla is seeking an exemption or alternative suppliers. They have not yet looked into modifying the shoulder actuator but will likely do so if they cannot obtain the necessary materials.

Batteries

Batteries are another item that Tesla’s teams have been working on behind the scenes for years now. The second generation of the 4680 - the Cybercell - has been IRA-compliant for some time now. This means that the Cybertruck is eligible for the US Federal EV rebate.

Tesla also achieved the lowest cost-per-kWh of any of its cells with the 4680 battery - and it is potentially one of the cheapest cells being manufactured by any vehicle battery manufacturer at this point. With dry-cathode still being worked on, Tesla may be able to squeeze more optimizations and cost efficiencies from the 4680 cells.

Additionally, Tesla is progressing with its plans for lithium refining and cathode production in the US, both of which are scheduled to commence in 2025. While the company says they’re no longer supply-constrained for non-LFP vehicle batteries, on-shoring production and sourcing critical minerals from nations outside of China will be key.

LFP batteries continue to be supplied-constrained - namely for the Tesla Energy division. LFP batteries and their materials are sourced from China. Due to tariffs and limited exports, Tesla is can’t obtain enough and is considering potentially building an LFP production facility in North America.

Energy

Tesla’s energy division is still experiencing some of the highest growth of any of its divisions. Year over year, Tesla saw a 154% increase in energy storage deployments, including both Megapack and Powerwall - for a total of 10.4 GWh deployed in just Q1 2025. While deliveries in energy storage remain volatile due to the nature of Megapack installations, Tesla expects growth to continue rapidly in this segment.

Tesla also deployed 1GWh of Powerwall 3 residential storage this quarter, marking its strongest quarter. Powerwall 3 has received positive feedback from customers, many of whom appreciate its new capabilities with its built-in inverter for solar.

Megapack is continuing to see demand increases, currently highlighted by utility-scale Megapack systems, as well as data centers requiring stable power delivery. Megafactory Shanghai is also online now and producing Megapacks - with an annual production capacity of 20GWh today and up to 40GWh in the future. The site has also produced over 100 Megapacks this quarter, which are all awaiting delivery.

There was a lot of interesting news from Tesla’s Q1 2025 Earnings Call, covering everything from FSD and Robotaxi - to the less glamorous but equally important Megapack and Powerwall.

Tesla Introduces AI-Powered Phone Support for Tesla Insurance, Reducing Wait Times and Cutting Costs

May 1, 2025

By Karan Singh

Not a Tesla App

Tesla is heavily leaning into artificial intelligence, and its insurance offering is just another example of how it’s improving its product or lowering costs by leveraging AI.

Tesla recently started offering an insurance discount in select states when drivers use FSD for at least 50% of their drives and now it’s introducing an AI to help handle customer claims.

Tesla has developed an in-house voiced AI agent that can assist customers in handling simple support requests for Tesla Insurance.

Although Tesla Insurance is currently available in just 12 U.S. states, its voice AI assistant is accessible via phone across all supported states.

What the AI is Doing

For customers calling in from those states, the new AI agent provides a unique way to address the most common support calls. And it’s not just answering common questions but actually making requested changes to the owner’s account.

Policy Changes

The first key item is that it automates policy changes. Simple policy updates, including adjusting your deductible or coverage limits, are now done via AI. For policyholders who are simply looking to make quick changes and don’t have any questions, this makes the process a lot quicker by not having to wait for a representative. Tesla isn’t eliminating representatives, but this could reduce the number of representatives required or reduce wait times.

Continue Where You Left Off

The second item here, highlighted by Raj Jegannathan from Tesla’s internal IT team, is that Tesla’s AI agent is able to offer summaries of the user’s last interaction with Tesla Insurance. It will summarize your last interaction and provide assistance on that particular topic if you need to continue it. That means that you don’t have to wait for a human to review your file - the AI will kick off right where you left off.

Tesla appears to be focused on improving efficiency and making support more accessible. While actual items like claims are left up to humans due to their inherently complex nature, this helps free up employees to handle more complex items. While there’s no doubt Tesla will continue to develop this AI like they do everything else, we may soon see it take on even more tasks.

More AI

This isn’t the first AI agent that Tesla has demoed - there is now a chat-based AI sales agent available on the front page of Tesla’s website, which is able to answer common questions on Tesla vehicles.

Tesla has also been improving their AI support tool available in the Tesla App is able to provide feedback on common issues and also guide users towards either solving the problem or placing a support request.

Tesla has recently updated this AI to offer personalized support, allowing you to ask questions such as ‘What are my vehicle service alerts?’ or ‘Does my vehicle have a heat pump?’

Tesla’s strategy here is to influence the cost-heavy areas associated with having humans address simple requests and instead leverage AI, which can offer instant answers and reduce support costs.

Roll Out to More States

While this new AI is currently limited to just 12 states, it is likely to follow Tesla Insurance’s expansion. Insurance seems to have been at a bit of a standstill lately. Tesla continues to improve features such as the improvements to Safety Score V2.2, but we haven’t seen Tesla roll out support to new states since it added Minnesota in November of 2022.

Tesla may be looking to lower costs and refine the experience before it expands to additional states.