Tesla Hiring Its First-Ever Celebrity Ambassador

Tesla has long resisted conventional advertising methods. Unlike most car manufacturers, Tesla does not rely on celebrity endorsements, as CEO Elon Musk has frequently stressed. But recently, Olympic shooter Kim Ye-ji became the first celebrity brand ambassador for Tesla in South Korea, breaking this norm. In the past, Elon Musk has made it clear that Tesla doesn’t pay celebrities for their endorsements. Rather, the brand has expanded through word-of-mouth, innovation, and natural appeal. But this position appears to be easing. The hiring of Kim Ye-ji by Tesla represents a substantial shift from this conventional strategy.

Who is Kim Ye-ji?

South Korean Olympic shooter Kim Ye-ji became well-known across the globe for her exceptional skill and poise at the 2024 Summer Olympics in Paris. When Kim competed in the 10-meter air pistol event, her accuracy and intensity enthralled spectators all over the world, making her an immediate sensation. She distinguished herself from her contemporaries with her signature shooting technique: a relaxed stance, one hand resting firmly on her hip, and the other holding the pistol with solid aim. She went from being a renowned athlete to a pop culture icon when her performance went viral on social media.

Fans even compared her to famous action movie heroes like James Bond or John Wick because of her sense of style and the composed resolve she displayed on the shooting range. The 32-year-old Kim has taken part in many fashion picture shoots since she became famous. Her Instagram highlights her work, which includes a Louis Vuitton shoot for W Korea, a campaign with Givenchy featured in Singles magazine, and a partnership with MLB Korea featured in Vogue.

Why Did Tesla Choose Kim Ye-ji?

Kim Ye-ji’s selection as a brand ambassador by Tesla is consistent with its principles of excellence and sustainability. Kim is renowned for her accuracy and concentration, traits that align with Tesla’s goal of producing premium, environmentally friendly automobiles. According to her agency, the collaboration seeks to emphasize a common vision of a sustainable future connected to the spirit of athletics. By selecting Kim, Tesla not only establishes a connection with Korean customers but also uses her influence and image to communicate its brand values. Regarding her recent collaboration with Tesla, Kim stated:

“I’m very excited to work with Tesla, who have recognized me. I hope to convey a positive message together with Tesla.”

Breaking Away From Musk’s ‘No Advertising’ Philosophy

Elon Musk has frequently shown a dislike for advertising, as evidenced by his well-known declaration that he “hates advertising.” To enhance its products, Tesla has historically invested in research and development. Nonetheless, Kim Ye-ji as a brand ambassador indicates that Tesla is now receptive to different kinds of advertising. Additionally, this shift follows Musk’s purchase of Twitter (now X), a website heavily reliant on advertising revenue. Tesla has even begun running ads on X after the acquisition, suggesting that its marketing strategy may need to be revised.

Tesla’s Sales Challenge in South Korea

Tesla’s sales in South Korea have been difficult mainly because local brands dominate the market. Tesla has proven resilient, though, as evidenced by the Model Y, which sold over 10,000 units in the first half of 2024 and became the best-selling imported car in Korea. By using Kim Ye-ji as a brand ambassador, Tesla intends to increase its market share in Korea by attracting local customers with a well-known and respected individual.

The collaboration between Tesla and Kim Ye-ji could suggest additional celebrity sponsorships in the future, particularly in areas where the company wishes to increase its market share. The employment of local ambassadors like Kim may be a part of a larger plan to reach various audiences across the globe, even though this does not imply that it will take a conventional advertising approach. This shift signals that Tesla is ready to experiment with new strategies, balancing its innovative spirit with broader market appeal.