Tesla timeline: how the electric car company built a global brand without advertising

Tesla's recent Model 3 launch is the culmination a strategy that has enabled the company to create a global brand without spending any money on advertising.

The electric car manufacturer has no ad agency or chief marketing officer and does no paid advertising and yet it has built a reputation as one of the world’s coolest brands.

Through canny PR, which has even involved highly publicised legal battles, the company has built a strong brand narrative that positions Tesla as a high-end disruptive force in a car industry long overdue a shake-up.

All this has been spearheaded by the founder and chief executive, Elon Musk, who has been compared to Tony Stark, the fictional billionaire and engineering genius also known as Iron Man.  

Here Marketing takes a look back at Tesla’s history and examines how the brand has achieved its enviable a reputation with next to no marketing budget.

All this is spearheaded by founder and chief executive Elon Musk, who is often compared to a real-life Tony Stark of Ironman fame.

Marketing takes a look back at the company’s history and how it has built such a reputation with next to no marketing budget.

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free