Elon Musk said he has dropped Tesla’s marketing program with Costco in Taiwan, without explaining why other than the CEO “didn’t approve it.”
Since its inception, Tesla has relied primarily on its own customers to promote its brand, limiting its marketing and advertising efforts.
These days, this is not enough.
Tesla’s deliveries have declined year-over-year for the past two quarters, and the company has been focusing on advertising and new marketing efforts to reverse the trend.
One of these new marketing efforts is a partnership with Taiwanese retail giant Costco, which has an automotive division that sells cars to its members with perks and discounts tied to auto manufacturers.
Unlike other Costco car programs, no discounts are being offered, but Tesla will offer some perks to the first 50 people who purchase through Costco, including free Supercharging miles, charging accessories, and more.
However, the program didn’t last long, as CEO Elon Musk announced on Twitter that he was “dismissing” the program with Costco after word of it began circulating on social media platforms.
The CEO did not explain why, other than that he did not “approve” the new program.
Electrek’s take
Why? Costco wouldn’t be a bad partner for Tesla.
It seems that Elon, who is on X almost all day long judging by the number of daily tweets, discovered Tesla’s new marketing initiative on X and decided to shut it down after failing to notice it.
He’s a part-time CEO. Can’t help it. He’s the de facto head of Tesla, SpaceX, The Boring Company, Neuralink, X, xAI, and he tweets 12 times a day.
These are all part-time jobs, even if he works 100 hours a week.
I believe Tesla needs a full-time CEO who fully supports the mission of accelerating the arrival of sustainable energy.
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