EV giant Tesla Inc (NASDAQ:TSLA) is deploying advertisements to get its shareholders to vote again for CEO Elon Musk's rescinded pay package from 2018.
What Happened: In a filing with the SEC, Tesla showcased the different ads and information the company has put out to inform its shareholders of the upcoming shareholder meeting and the two key votes about Musk's pay package and the other on shifting Tesla's state of incorporate from Delaware to Texas.
Musk's 2018 pay package was rescinded by a Delaware court earlier this year terming it an "enormous" sum. The package was worth $55 billion at the time of issue.
Tesla is now trying to get the shareholders to vote again on the package at the upcoming shareholder meeting which will be held on June 13, 2024, at 3:30 p.m. Central Time (CT). The company is employing both Google ads and X ads to promote the upcoming vote.
Why It Matters: The EV giant has long been wary of advertising despite a push from shareholders. Last month, it was reported that the company laid off its marketing team in the U.S. after he deemed the ads made by the team as "too generic."
Musk first expressed willingness to try traditional advertising less than a year ago in May 2023. Until then, the company boasted of spending almost no money on advertising but became popular purely via word of mouth.
Since then, Tesla has attempted advertising on different platforms including YouTube, X, and even Meta Platforms' Instagram, and Facebook despite Musk's past criticism of them.
However, in January, Tesla executives clarified during the fourth-quarter earnings call that while the lack of awareness impacted EV adoption, the company would not spend too much on advertising and marketing but instead spend it in areas and geographies where the company has low market share such as Japan.
Investor Reacts: Ross Gerber, the president and CEO of Gerber Kawasaki Wealth and Investment Management and a Tesla investor, criticized the company's commitment to promoting the shareholder vote for the CEO's pay while it refuses to scale up advertising for its products.
"They literally cut prices every week to sell cars and don't advertise their weekly sales. But they advertise for Elons pay," Gerber wrote.
They literally cut prices every week to sell cars and don't advertise their weekly sales. But they advertise for Elons pay. $tsla
— Ross Gerber (@GerberKawasaki) May 13, 2024
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電動汽車巨頭特斯拉公司（納斯達克股票代碼：TSLA）正在發佈廣告，讓其股東再次投票支持首席執行官埃隆·馬斯克自2018年起取消的薪酬待遇。
發生了什麼：在向美國證券交易委員會提交的文件中，特斯拉展示了該公司爲向股東通報即將舉行的股東大會以及關於馬斯克薪酬待遇的兩次關鍵投票以及關於將特斯拉的註冊狀態從特拉華州轉移到德克薩斯州而發佈的不同廣告和信息。
今年早些時候，特拉華州法院撤銷了馬斯克2018年的薪酬待遇，稱其爲 “巨額” 款項。該一攬子計劃在發佈時價值550億美元。
特斯拉現在正試圖讓股東在即將於2024年6月13日中部時間（CT）下午 3:30 舉行的股東大會上再次對該一攬子計劃進行投票。該公司正在使用谷歌廣告和X廣告來宣傳即將舉行的投票。
爲何重要：儘管有股東的推動，這家電動汽車巨頭長期以來一直對廣告保持警惕。上個月，有報道稱，該公司解僱了在美國的營銷團隊，原因是他認爲該團隊製作的廣告 “過於籠統”。
不到一年前，馬斯克於2023年5月首次表示願意嘗試傳統廣告。在此之前，該公司吹噓幾乎沒有在廣告上花錢，但純粹是通過口口相傳而受歡迎。
從那時起，特斯拉一直嘗試在包括YouTube、X甚至Meta Platforms的Instagram和Facebook在內的不同平台上做廣告，儘管馬斯克過去曾批評過它們。
但是，特斯拉高管在1月份的第四季度業績電話會議上澄清說，儘管缺乏認識影響了電動汽車的普及，但該公司不會在廣告和營銷上花費過多，而是將其花在公司市場份額較低的地區和地區，例如日本。
投資者的反應：格柏川崎財富與投資管理公司總裁兼首席執行官、特斯拉投資者羅斯·格伯批評該公司承諾促進股東投票支持首席執行官的薪酬，同時拒絕擴大其產品的廣告規模。
“他們實際上是爲了出售汽車而每週降價，而不宣傳每週的銷量。但是他們爲埃隆的薪水做廣告，” 格伯寫道。
實際上，他們每週都會降價以出售汽車，並且不宣傳每週的銷量。但是他們爲埃隆的薪水做廣告。$tsla
— 羅斯·格伯 (@GerberKawasaki) 2024 年 5 月 13 日
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