Tesla doesn't usually advertise its cars, but it's spending on ads to promote Elon Musk's $1 trillion pay package

Core Points - Tesla is actively promoting Elon Musk's proposed $1 trillion pay package through advertisements on various social media platforms, urging shareholders to support the plan at the upcoming annual meeting [1][2] - The advertisements emphasize that the pay deal is expected to "create trillions in shareholder value," highlighting the potential benefits for investors [2] - Tesla's advertising strategy has shifted in 2023 due to investor pressure, although the company previously laid off its entire marketing team in April 2024 [3][8] Advertising Strategy - The ads for Musk's pay package are an exception to Tesla's usual avoidance of mass advertising, which typically relies on Musk's public presence [2][8] - In 2024, Tesla spent $400,000 on advertising on X, but this amount significantly decreased to just $10,000 in the first two months of 2025 [3] Compensation Plan Details - The new $1 trillion compensation plan requires Musk to achieve specific milestones over the next decade, including selling nearly 12 million electric vehicles and one million Optimus robots, as well as increasing Tesla's market capitalization to $8.5 trillion [9]