Editor’s note: This story was updated with Tesla CEO Elon Musk’s reaction to the advertisements at the Super Bowl LVIII.
As Tesla, Inc. (NASDAQ:TSLA) continued its stance against Super Bowl advertising, a bullish analyst on Sunday criticized the company’s short-sightedness. CEO Elon Musk, of course, had his own take on the ad blitz during the event.
What Happened: Gary Black of Future Fund pointed out that a 30-second Super Bowl ad slot costs $7 million, and to justify this expense, Tesla would need to sell 875 additional cars, assuming a gross profit of $8,000 per car.
“And the follow up interest from TSLA paying for a Super Bowl ad would be huge. Instead $TSLA cuts price by $1,000 per Model Y in the US for a month ($40M spend),” he said. “Short-term vs. long-term thinking by $TSLA mgmt.”
At $7M for a 30 second Super Bowl ad, $TSLA would have to sell 875 incremental cars (@$8k gross profit per car) to justify the cost of the ad. And the follow up interest from TSLA paying for a Super Bowl ad would be huge. Instead $TSLA cuts price by $1,000 per Model Y in the US… https://t.co/ZrqxUpRCcB
— Gary Black (@garyblack00) February 12, 2024
See Also: Everything You Need To Know About Tesla
Why It’s Important: Despite Tesla’s historical preference for a direct sales model, Black has advocated for advertising on platforms like YouTube and X — which the EV maker has started doing — to educate potential car buyers about electric vehicles’ benefits and address concerns about range and charging.
Tesla supporters defended the company’s absence from the Super Bowl, arguing that the brand is already ingrained in the minds of viewers and that branding ads during the event are unnecessary.
Their argument is supported by data showing that Tesla’s popularity spikes when rival companies advertise electric vehicles during the Super Bowl.
Automakers like BMW, General Motors, Hyundai‘s Kia sub-brand, Stellantis‘ Jeep, and Ram EV truck maker advertised during the 58th edition of the Super Bowl.
Another social media user said, “Tesla enters the mind of those who didn’t even have them on their radar. It’s a good investment for companies with excess cash and excess capacity.”
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