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Breaking from tradition, Tesla has brought on Korean Olympic shooter Kim Ye-ji as its first brand ambassador, signaling a potential shift in Elon Musk's anti-endorsement approach. The partnership aims to connect sustainability with sports, leveraging Kim's popularity and global reach.
Tesla's First-Ever Brand Ambassador: A New Era Begins
Having Kim Ye-ji, a Korean Olympic shooter, become Tesla's first-ever brand ambassador is an intriguing choice.
Among Kim's stated goals in the joint statement were the expressions of her desire to "convey a positive message together with Tesla" and her "very excited" anticipation of beginning collaboration with the carmaker.
A Surprising Shift in Tesla’s Advertising Stance
From a point of view that many could share, though, Tesla's decision is somewhat surprising given the company's longstanding opposition to a dedicated advertising effort. This encompasses brand advocates who were not previously part of the business plan.
The fact that many famous people have chosen to purchase Tesla electric vehicles has brought the company a lot of attention. Elon Musk, CEO of Tesla, once told Snoop Dogg, "everyone pays full price for a Tesla, including me."
Promoting Sustainability Through Sports and Influence
The car company appears to be seeing Kim as a model for its chance to use a famous face to promote sustainability. The coordinating agency for the project reportedly told Business Korea that it will be "a meaningful activity linking a sustainable future with sports..."
Kim became an internet sensation after taking home the silver medal in the women's shooting event at the Paris Olympics. She has amassed a sizable online following and is set to star as an assassin in a forthcoming Korean film.
Tesla’s Approach: R&D Over Traditional Advertising
But it's fascinating to see Tesla form this kind of alliance, particularly since the company has been adamant about investing in R&D rather than advertising.
In the past, Tesla experimented with advertising, launching a number of online promotional videos and campaigns.
"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," Musk said in the past, per Teslarati. Although the company's direction seems to be shifting, don't anticipate any Super Bowl advertisements anytime soon.
