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Elon Musk canceled a Tesla marketing collaboration with Costco in Taiwan, claiming he "didn't approve it," without further explanation.
Elon Musk ended a marketing initiative in Taiwan involving Tesla and Costco. He failed to provide an explanation for his decision other than to state that the CEO "didn’t approve it."
Tesla has depended heavily on word-of-mouth advertising from satisfied Tesla owners for the majority of its existence.
These days, this just isn't cutting it. The carmaker has been putting a lot of work into advertising and new forms of marketing in an attempt to turn around the declining year-over-year delivery numbers that Tesla has been seeing for the past two quarters.
Among these fresh advertising campaigns is an alliance with the Taiwanese retail behemoth Costco. As part of its membership program, Costco offers members exclusive deals and discounts on new cars through its automobile division.
Costco Members Get Tesla Perks
There were no discounts offered, unlike with other Costco auto programs. However, the first 50 customers who purchased through Costco would receive advantages from Tesla, such as free Supercharging miles and charging accessories, among other things.
Nevertheless, the experiment did not last long as CEO Elon Musk said on X that he "canned" the initiative with Costco following its viral success on social media:
Musk Halts Tesla-Costco Program
Beyond stating that he did not "approve" of the new scheme, the CEO provided no explanation.
Electrek elaborates that it does appear that Elon, who is on X virtually every day based on the number of tweets he sends out each day, discovered the new marketing campaign for Tesla on X and decided to cancel it because he was unaware of there being such an endeavor.
In his spare time, he serves as chief executive officer. It can't be avoided. In addition to tweeting a dozen times a day, he is the de facto chairman of six different companies: Tesla, SpaceX, The Boring Company, Neuralink, X, and xAI.
