In an unprecedented move, Tesla has appointed its first-ever brand ambassador – Korean Olympic shooter Kim Ye-ji, marking a significant shift in the company’s traditional marketing approach.
The silver medalist from the Paris Olympics, who captured global attention during the games, expressed her enthusiasm about the partnership. “I hope to convey a positive message together with Tesla,” Kim stated in the official press release, adding that she was “very excited” about the collaboration.
This strategic decision represents a notable departure from Tesla’s long-standing philosophy of avoiding traditional advertising methods. The company has historically relied on organic publicity, including celebrity Tesla owners who purchased vehicles at full price – as evidenced by CEO Elon Musk’s famous response to Snoop Dogg, stating that “everyone pays full price for a Tesla, including me.”
According to Business Korea, the partnership aims to forge a meaningful connection between sustainable futures and sports. Kim’s rising profile, bolstered by her upcoming role as an assassin in a Korean film and her substantial social media following, makes her an intriguing choice for the automaker.
The appointment comes as a surprise to many industry observers, given Tesla’s historical stance on advertising. Musk himself has previously emphasized, “At Tesla we’ve never spent any money on advertising, we put all the money into R&D, manufacturing and design to try to make the car as good as possible.”
While Tesla has experimented with promotional content in the past through various online campaigns and videos, this partnership signals a potential evolution in their marketing strategy. However, industry experts suggest that traditional large-scale advertising campaigns, such as Super Bowl commercials, remain unlikely for the company – though competitors’ attempts to challenge Tesla during past Super Bowls have notably backfired.
This new direction raises questions about Tesla’s future marketing approach, as the company appears to be carefully balancing its commitment to product development with strategic brand partnerships.
