​10 Digital Marketing Lessons We Can Learn from Tesla’s Bad Publicity

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Jun 13, 2025 / by
​10 Digital Marketing Lessons We Can Learn from Tesla’s Bad Publicity

For years now, Tesla has enjoyed a heady reputation as a pioneer brand. Indeed, it could be argued that they could almost single-handedly be claimed as the brand that made electric cars cool. In recent months, however, their star has fallen spectacularly, with stock prices tumbling and the debut of the long-delayed Cybertruck eliciting widespread mocking taunts rather than applause.

Whether it’s just the global unpopularity of its owner Elon Musk that’s to blame or a wider issue is not up for debate here. What we’re interested in is viewing Tesla’s downfall as a learning opportunity. To that end, here are the key takeaways we think digital marketers could take away from the company’s recent spell of bad publicity.

1. Align Leadership Behaviour with Brand Values

Tesla’s brand has traditionally been associated with environmental consciousness and innovation. However, Elon Musk’s political engagements, particularly his association with President Donald Trump and his DOGE initiative, have alienated a major segment of Tesla’s customer base, leading to widespread protests and declining sales. This underscores the importance of ensuring that leadership actions reflect and uphold the brand’s core values.  

2. Maintain Consistent Brand Messaging

Inconsistent messaging can erode consumer trust. Tesla’s promotion of its Autopilot feature has faced criticism for overstating capabilities, leading to legal challenges and safety concerns. Clear and honest communicationabout product features is crucial to maintain credibility.  

3. Prepare for Crisis Communication

Effective crisis management is vital. Tesla’s response to negative incidents, such as accidents involving its vehicles, has sometimes been defensive, which can exacerbate public relations issues. A proactive and transparent crisis communication strategy can help mitigate damage.  

4. Diversify Marketing Strategies

Relying solely on organic reach has its limitations. Tesla’s initial resistance to traditional advertising worked during periods of high demand but became less effective as competition increased. In 2023, Tesla increased its advertising spend to enhance visibility, highlighting the need for adaptable marketing strategies. ​

5. Monitor and Manage Public Perception

Public perception can significantly impact sales. Musk’s polarizing persona has influenced Tesla’s brand perception, leading to a decline in sales as some consumers choose to distance themselves from the brand. Regularly assessing public sentiment and addressing concerns is essential. ​

6. Ensure Product Quality and Fulfilment

Meeting customer expectations is fundamental. Tesla has faced criticism for product recalls and unmet promises, such as delays in the Cybertruck release. Delivering on commitments is crucial to maintain customer trust and satisfaction. ​

7. Balance Innovation with Realistic Expectations

While innovation drives interest, setting unrealistic expectations can backfire. Tesla’s ambitious claims about self-driving capabilities have led to scrutiny and legal challenges. It’s important to balance visionary goals with achievable milestones to maintain credibility. ​

8. Foster Positive Media Relations

A confrontational approach to media can harm a brand. Tesla’s dissolution of its public relations department in 2020 limited its ability to manage narratives effectively. Maintaining open lines of communication with the media can help in shaping favourable coverage.  

9. Address Customer Feedback Promptly

Ignoring customer concerns can lead to larger issues. Tesla’s handling of complaints regarding vehicle features and performance has sometimes been slow, leading to dissatisfaction. Promptly addressing feedback demonstrates commitment to customer satisfaction.

10. Separate Personal Brand from Corporate Identity

When a CEO’s personal actions overshadow the company’s mission, it can create challenges. Musk’s personal controversies have, at times, diverted attention from Tesla’s products and goals. Ensuring a clear distinction between personal and corporate identities can help maintain brand focus. ​

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