Tesla has made a surprising move by hiring a celebrity ambassador, a departure from CEO Elon Musk’s previous stance on not paying for celebrity endorsements. Musk has often boasted about Tesla not resorting to celebrity endorsements, unlike other automakers who frequently use celebrity brand ambassadors to promote their vehicles.
However, it seems that Tesla is now shifting away from this strategy. The electric car company announced the hiring of Olympic shooter Kim Ye-ji as their brand ambassador in Korea. Kim gained widespread attention for her performance at the Paris Olympics earlier this year, and Tesla saw an opportunity to partner with her to promote their brand in the Korean market.
In a statement, Kim expressed her excitement about working with Tesla and hoped to convey a positive message alongside the company. This partnership marks a significant change for Tesla, as Kim is not only their first ambassador in Korea but also their first known paid celebrity ambassador globally.
The decision to hire Kim as a brand ambassador signifies a shift in Tesla’s marketing strategy. Elon Musk’s aversion to advertising and celebrity endorsements was closely tied to the company’s overall strategy of not engaging in traditional advertising methods. However, Tesla’s recent foray into advertising, particularly on platforms like Twitter, indicates a change in approach.
Despite facing challenges in the Korean market, where domestic brands are preferred, Tesla has managed to establish a foothold with models like the Model Y becoming popular among consumers. Kim’s partnership with Tesla could help strengthen the brand’s appeal in Korea and foster a deeper connection with customers.
Overall, Tesla’s decision to hire a celebrity ambassador like Kim Ye-ji represents a strategic shift for the company. While it may deviate from Musk’s previous stance on celebrity endorsements, it could prove to be a smart move in expanding Tesla’s presence in the competitive Korean market. Only time will tell how this new partnership will impact Tesla’s brand image and sales in the region.
