Ford spent $2.5 billion on global advertising in 2023, according to Statista. General Motors spent $3.6 billion. Meanwhile, Tesla has mostly limited its own marketing investment to price promotions and brand content across social. The brand dropped a new Model 3 ad this week that looks like a generative AI experiment with the prompt, "Make a generic car ad that feigns subversive but is actually corny."

Tesla’s marketing department downsize comes amid other layoffs (about 10 percent of its global workforce), a major recall of its Cybertruck, a more than 40 percent drop in its stock price in the past year, and a 9 percent decline in Q1 revenue year over year. 

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