Tesla Begins YouTube Advertising, Hiring Campaign Manager

Hey everybody Rob Maurer here and today we've got some updates on Tesla's advertising plans, some international updates and a few other things as well. Alright, looking at the stock, all the good runs have to come to an end eventually, of course today had to be the day for that, Tesla down 3.8%, closing at $233.59, Nasdaq up about a tenth of a percent again today. So as we saw the 13% run over the last few days, now reverting a little bit. Tougher day in general for the automotive sector though, as I flip over here, you can see results from Ford, GM, Rivian, etc. for the day. Lucid had a little bit better of a day, we'll talk a little bit more about them later on. But in general, it looked like this was something sector related, maybe not necessarily so specific to Tesla despite the underperformance on the day.

大家好，我是Rob Maurer，今天我们将更新一些有关特斯拉广告计划的信息，一些国际动态以及其他一些事项。好的，先看看股票，所有好的趋势最终都必须结束，当然今天就是那天，特斯拉下跌3.8%，收盘价为233.59美元。纳斯达克指数今天再次上升约百分之零点一。所以我们看到过去几天的13%的增长，现在有所回落。今天对汽车行业来说总体比较困难，我翻过来，你可以看到福特、通用、Rivian 等公司今日的表现。Lucid 的表现稍微好一些，稍后我们会再多谈一点他们。但总的来说，像是与行业有关的事情，可能和特斯拉当天的表现不尽人意没有那么相关。

Alright, so getting into the news, the biggest item for today is an update from Tesla on their advertising strategy. So Trevor Scott on X first spotting this. Just like Tesla's begun, YouTube advertising. So this would be the first foray into video advertising for Tesla that we have seen. Of course over the years, we've seen a lot of good marketing videos from Tesla, but the first paid instance, this seems to be so. I'll let that play here. It looks like Tesla chose to focus on safety, talking about the technology that they use in their vehicles that helps assist in crashes.

好的，让我们开始今天的新闻。今天最重要的新闻是特斯拉关于他们广告策略的更新。首先由艾克斯的特雷弗·斯科特发现这个情况。就像特斯拉开始在YouTube上做广告。这或许是我们看到的特斯拉第一次尝试做视频广告。当然，这些年我们已经看过很多特斯拉的优质营销视频，但这个看起来是第一次付费广告。我会在这里播放一下。看起来特斯拉选择专注于安全性，谈论他们的车辆在碰撞中用以辅助的技术。

Not so much on the electric vehicle architecture in general, but a little bit more on again that technology aspect of it. So as you can see, it is pretty much featuring a vehicle crash or a test crash of a vehicle from Tesla. For me, it does seem like this is pretty heavily, if you were going to give an advertising test to an engineer, I think this is probably where things would end up. Not too surprising coming from Tesla, but it is pretty technical and I think when you get screens like this, where you're looking at a lot of things here, it's probably a little bit overwhelming for the average viewer.

不是太专注于电动车的整体架构，而更多的是技术方面的内容。就像你看到的，基本上是特斯拉一辆车的碰撞测试或者实车试验。对我来说，如果要给一个工程师做一个广告测试，我觉得这可能就是会出现的结果。这来自特斯拉一点都不令人惊讶，但它确实非常技术化，我觉得当你看到像这样的屏幕，你需要看很多东西，对于普通观众来说可能有点压倒性。

Sort of for the average viewer. I think over time, Tesla will kind of adapt their strategies and things like that, but that's just sort of my first impression. I think focusing on safety, that's an excellent thing to do. I think probably the core tenets of a Tesla advertising strategy should really be safety, performance, and total cost of ownership, just focusing on the difference between fueling an electric vehicle and gasoline vehicle and all the maintenance and things like that.

对于一般的观众来说。我认为随着时间的推移，特斯拉会适当地调整他们的策略等等，但这只是我最初的印象。我认为，将重点放在安全性上是非常正确的。我认为特斯拉的广告策略的核心应当是安全性、性能以及整体的使用成本，仅仅关注在电动汽车和汽油汽车的燃料方面以及所有的维护和其他那些事情上的区别。

So Tesla does highlight, of course, the total price of the vehicle or the starting price of the vehicle after the tax credit here at the end, and they do link to demo drives as a part of the ad campaign. But again, I just think it's a little bit technical, maybe not as focused on some of the more emotional advertising aspects that might resonate a little bit more easily for some people. It doesn't mean it's a bad ad. I think it's a good starting point and again, focusing on safety, I think, is the right move.

所以特斯拉的确在广告最后强调了车辆的总价格或者税后起始价格，他们也把试驾作为广告活动的一部分。但是，我仍然觉得这个广告有些技术含量，可能没有那么专注于一些可能对一些人来说更容易引起共鸣的情感广告元素。这并不意味着这是一个糟糕的广告。我认为这是一个好的起点，再次强调，关注安全性我认为是一个明智的举动。

Over time, Tesla will evolve based on how they see the impact of these ads working. They are also hiring a campaign manager, so again, a sign that this will continue to evolve. This job listing has been posted by Tesla. They say they are seeking an experienced campaign manager to join our dynamic growth and outreach team. Campaign manager will be a crucial figure in orchestrating campaigns for expanding our customer base, overcoming perception challenges, and enhancing the conversion rates of car buyers into Tesla ownership.

随着时间的推移，特斯拉将根据他们看到的这些广告的效果进行调整。他们还在招聘活动经理，这再次表明这将续续发展。这份招聘信息由特斯拉发布。他们表示正在寻找一位经验丰富的活动经理加入我们的动态增长和推广团队。活动经理在策划扩大我们的客户基础、克服认知挑战、增加汽车买家转变为特斯拉车主的转化率的活动中将起到至关重要的作用。

The ideal candidate will seamlessly integrate strategies, plans, and execution while fostering innovation and excellence in every campaign. You can see a little bit about what they would plan to do there. They do say they want some background in marketing and communications or a related field with media agency experience preferred. So as Tesla, presumably, starts to head down this path and do a little bit more of this type of advertising, it'll be a little bit more intensive than what we have seen so far with static ads. I think we've seen a couple in airports and then of course the Google ad campaigns with links being sponsored and lifted there.

理想的候选人将能够无缝地整合策略、计划和执行，同时在每一次的活动中都促进创新和卓越。你可以稍微了解一下他们打算做什么。他们确实提到他们希望候选人有一些营销和沟通或者与媒介机构相关的经验是优先的。所以，随着特斯拉可能开始沿着这条道路做更多的这种类型的广告，它将比我们迄今为止所看到的静态广告更为密集。我想我们在机场看到过几个广告，然后当然还有那些与谷歌广告活动相关的链接赞助和提升。

This would be much more time consuming effort for Tesla and need to be a little bit more strategic about how it is done. So it looks like that'll be the responsibility here. But I think for those that are in favor of Tesla putting more effort and investment into this area, we're definitely seeing the signs of that here.

这对特斯拉来说将是一个耗时的任务，并需要更战略的方式来完成。所以，这样看来，这就成了这里需要承担的责任。但我认为，对于那些支持特斯拉在这个领域投入更多努力和投资的人来说，我们已经可以明显看到它在这方面的迹象了。

Next up, we of course, I'm sure everyone is aware that Xi Jinping has been visiting or has visited the United States in the recent days and yesterday. So Elon briefly met with him according to news reports, Elon sharing a photo of that meeting here. He did also comment on a post from Sawyer saying that China's president Xi Jinping told Elon Musk that he supports Tesla's development in China. And that was a statement that was posted on Tesla's Weibo account today. Elon did confirm this just replying. Yeah, to Sawyer's report there. So in general, it looks like it was some again, probably very brief, but a reiteration of that support probably in general, a good thing for Tesla in China.

接下来，我们当然都清楚，习近平主席最近几天以及昨天访问了美国。据新闻报道，埃隆·马斯克曾简短地与他见面，埃隆在这里分享了他们会面的照片。他还对Sawyer的一则贴文发表评论，称中国国家主席习近平告诉他，他支持特斯拉在中国的发展。这是一条今天在特斯拉的微博账户上发布的声明。埃隆证实了这一点，只是回复了Sawyer的报道。“是的”。所以总的来说，这可能是对以往对中国特斯拉的支持的简短而重复的表达，总的来说，这对中国的特斯拉来说可能是件好事。

Then we do have a little bit more news out of China, CNN, EV Post reporting that poll star has followed SAICGM to partner with Tesla for superchargers in China. As we had talked about when the SAICGM report was made, it's a little bit unclear exactly what these partnerships entail. It's obviously not the NACS connector since they do not use that connector in China, of course. But rather it seems to be more related to access and maybe things like plug and charge, although that has not been confirmed, maybe things like adding superchargers into navigation systems and things like that.

然后，我们从中国得到了一些额外的新闻，CNN和EV Post报道，继上汽通用汽车后，北极星汽车也已与特斯拉合作，在中国建立超级充电站。我们在提到上汽通用汽车的报告时讨论过，这些合作的具体内容有点不清楚。显然，他们在中国并不使用NACS接口。但是，这些合作似乎更多地与访问权限有关，可能涉及到像插拔式充电这样的一些事情，尽管这并未得到确认，也可能涉及在导航系统中添加超级充电站等等。

But we just again, not getting a whole lot of detail from the poll star announcement, just like we didn't from the SAICGM announcement either. So we'll wait and see if more, more comes of that. I would imagine that we'll see continuing partnerships. Poll star is not a huge brand in China at this point. They hope the poll star ship four will change that a little bit. They actually just lower the pricing on that as well today by about 14%. So we'll keep it out for more on any future partnerships on supercharging there in China.

但是我们再次没有从Polestar的公告中得到很多细节，就像我们以前没有从SAICGM的公告中得到细节一样。所以我们将等待看是否会有更多的后续发展。我想我们会看到更多的持续合作。Polestar在中国还不是一个非常大的品牌。他们希望Polestar Ship Four能稍微改变这一点。他们今天实际上也降低了这款车型的价格，大约降低了14%。所以我们会继续关注在中国的超级充电站是否有更多的未来合作伙伴。

And then kind of an interesting one today, as we can see it from this ex post, Senator Tommy Tuberville, not sure exactly how it's pronounced, but it was disclosed today that he actually bought put options against Tesla. You can see, zoom in a little bit here, but you can see strike price $190 per share expiration of December 15th. So about a month from now, these were actually purchased back on October 17th though. So this would have been right before earnings. May have just been a really short term playoff of earnings. I don't know the disclosure schedule. This may have been something that's already closed out at this point. If it was just again, something really short term for that earnings report.

然后今天有一个比较有趣的情况，我们可以从这个事后分析中看到，参议员汤米·塔伯维尔（不确定具体怎么读），他今天公开表示，他实际上已经对特斯拉进行了看跌期权的购买。你可以看到，稍微放大一点，你可以看到，每股行权价是190美元，期权的到期日是12月15日，大约还有一个月。这些期权实际上是在10月17日购买的。所以这就在财报发布之前。可能只是短期利用财报盈利的一种策略。我不清楚披露的时间表。这可能是一项已经结束的事情。如果这只是针对那次财报的短期策略的话。

There's a lot of conversation about whether or not these types of things should be allowed. I don't want to really get into a full debate on that in this episode, probably outside the scope certainly, but nevertheless, interesting to see that. But important to recognize that this was a little bit ago. All right, moving on from Tesla specific stuff, we got an update on GM's crews. So interesting what's been happening there since the DMV pulled their license to operate in San Francisco or suspended it, I guess.

对于这类事情是否应被允许，有很多的讨论。在这一集中，我并不想完全深入辩论这个问题，这可能超出了讨论范围，但是无论如何，能看到这一点很有趣。但重要的是要认识到这是在前段时间的事情。好的，我们接下来离开关于特斯拉的话题，我们得到了关于通用汽车的Cruise的更新。自从加利福尼亚州的车辆管理局撤销了他们在旧金山运营的许可证，或者我应该说暂停了他们的许可证后，那里发生的事情非常有趣。

So in the wake of this, there have been a few updates subsequent to that. The one today, Wall Street Journal reporting that Kyle vote, Voigt, again, still not sure how to pronounce that. If anyone knows, let me know so I can get it right. But they say that Cruz is suspending the internal program that allows employees to cash out shares of crews. Basically, this is a buyback program from GM. They'll buy up employee shares of crews at evaluation determined by a third party. So they have halted that for the time being as they, of course, probably revalue the company and just examine where things are going to go from here, pausing that that share purchase program.

所以在此之后，有一些随后的更新。今天的一则消息，来自《华尔街日报》的报告，关于Kyle Voigt的投票，再次，我不太确定如何准确发音这个名字。如果有人知道，告诉我一下，这样我就可以准确发音了。但他们说Cruz正在暂停一项内部程序，这个程序允许员工兑换Cruz的股份。基本上，这是GM的一项回购计划。他们会按照第三方决定的估值购买员工手中的Cruz股份。所以他们暂时停止了这个计划，因为他们可能会重新估值公司，同时考察一下未来的走向，暂停这个份额购买计划。

So not terribly surprising to see that. Also not terribly surprising to see that they've also said that in this employee or in this employee email that commercialization plans and revenue targets have been pushed out in light of the recent setbacks. So we'll see, you know, doesn't seem to be, of course, it's not a good time for Cruz right now. How big these setbacks are, how impactful they are and how this affects GM's strategy with Cruz going forward, very much remain remain to be seen. And I think are also very much in flux at the moment.

所以看到这一点并不会特别让人惊讶。他们也在这封员工邮件中表示，考虑到最近的挫折，商业化计划和收入目标已经推迟。我们将会看到，现在显然不是Cruz的好时期。这些挫折有多大，影响有多深，以及这会如何影响GM（通用汽车公司）未来的Cruz战略，都有待观察。我认为，这些都在当前正处于变动之中。

Also got an update on the UAW ratification process with GM specifically, specifically we had talked before about how the vote was coming in a lot closer, according to automotive news, then votes for Ford or Stellantis were. It does look like it is going to pass though. They say that as of Thursday morning, the agreement was passing by about 2,400 votes with only about 1,400 people yet to report in. So overall support from about 53% of voters so far, which should be enough to ratify this contract agreement.

我也获取了关于UAW（美国汽车工人联合会）与GM（通用汽车）的认证过程的最新消息，我们之前谈过投票似乎会非常紧张，根据汽车新闻的报道，比起福特或者斯特拉提斯的投票，结果会更为悬念重重。不过，现在看来，这项协议似乎会通过。他们表示，截至周四早上，约有2400票赞成，仅剩1400人尚未报告结果。所以，到目前为止，已有约53%的投票者支持这项协议，这应该足以让这份合同协议得到批准。

So it looks like it will pass pretty narrowly for the Stellantis or more like the two thirds in support. But nevertheless, it looks like that will go through for GM. Then we've also got an interesting update from Amazon today. They have announced in partnership with Hyundai that auto dealers will be able to sell vehicles for the first time on Amazon's US store in 2024 with Hyundai being the first brand that is available for customers to purchase.

看起来，Stellantis的通过率会非常微妙，可能会有接近三分之二的支持率。但无论如何，对于通用汽车来说，这一点看起来还是会通过的。另一个有趣的更新信息来自于今天的亚马逊。他们宣布将与现代汽车合作，使得汽车经销商在2024年首次在亚马逊的美国商店销售车辆，而且现代汽车将是首个在该平台供客户购买的品牌。

They say that this will work by customers being able to search on Amazon for available vehicles in their area in partnership with dealers that you know, your search can include model trim, color features, etc. Use their car and then check out online with chosen payment and financing options all within the Amazon experience. So presumably somewhat comparable to something like Tesla's online storefront integrated into Amazon.

他们说这将通过让用户能在亚马逊上搜索他们所在地区与经销商合作提供的现有车辆来实现，你知道，你的搜索可以包括车型、装潢、颜色特性等等。然后在亚马逊内部使用他们的车辆，并使用所选的支付和融资选项在线购买。所以，这可能在某种程度上比得上像把特斯拉的在线前台集成到亚马逊上的体验。

But what's interesting is that this, although it is in partnership with Hyundai here, it does sound like the kind of got reported that way. It does sound like the more significant announcement here is that this is a partnership with auto dealers as well. So not necessarily all auto dealers or anything like that, but building the infrastructure so that auto dealers could do this and presumably this will then expand in the future to brands beyond Hyundai as well. So just a new shopping option, how impactful that will be obviously remains to be seen, but should be interesting to see how that develops.

但有趣的是，尽管这是与现代汽车的合作，但它听起来确实像是这样被报道的。更重大的声明似乎是它也与汽车经销商建立了合作关系。所以并不意味着所有的汽车经销商或类似的东西，而是正在建设这样的基础设施，使汽车经销商也能进行这样的操作，相信未来将扩展到现代汽车以外的其他品牌。所以这只是一个新的购物选择，它带来的影响显然还有待观察，但看其如何发展应该会很有趣。

In the last couple of things, the Lucid gravity as expected was pretty much unveiled today. So it is going to have configurations that have over 440 miles of range, 0 to 60 under three and a half seconds. And again, some configurations that will start below $80,000, I would imagine, not for those specs, but that is their targeted opening price point for the Lucid gravity. You can see the vehicle there driving around in the background. And we'll look at a few photos here.

在最近的一些事情中，Lucid Gravity的确如预期那样今天基本上正式发布了。该车型将配备超过440英里的续航里程，0至60英里的加速时间低于三点五秒。而且，我想，某些配置的起售价将低于80,000美元，虽然这并不是针对那些规格设定的价格，但那是他们为Lucid Gravity设定的目标起售价。你可以看到车辆在后面开来开去。我们将在这里看一些照片。

It's not my favorite. I think they probably could have done a little bit better design for my personal taste. But it'll be interesting to see how that does, although probably not super important. The more important thing for them is being able to manufacture these vehicles in general at a much more affordable cost against sold level. So I don't anticipate this being something that helps a whole lot with that, but we'll see how they do.

这并非我最爱。我个人认为他们的设计肯定还有改进的空间。但是，看看他们的表现会很有趣，尽管可能不是特别重要。对他们来说，更重要的是能以更加实惠的价格制造这些车辆，以对抗销售水平。因此，我不预期这会对此有着太大的帮助，但我们还是看看他们会做得如何吧。

All right. And then last item for today. Unfortunately, Starship is pushed a little bit backward. Looks like they found a grid fin actuator issue. They needed to replace it. So de-stacked the booster in the Starship today and are planning to postpone the launch to Saturday. So as with any rocket launch, it's no earlier than timing. That would now be moved to Saturday. It could still be delayed again, provided, you know, depending on whether and things like that or if any other issues are found. But for now, looks like Saturday is the day.

好的，那我们来讨论今天的最后一项事宜。遗憾的是，星舰计划略微出现了推迟。看起来他们发现了一个网格鳍执行器的问题，需要更换一下。因此，他们今天对星舰的推进器进行了解除堆栈，并打算将发射计划推迟到周六。就像任何其他火箭发射，我们不能早于预定的时间进行。这个时间现在已经被推迟到周六，但对于任何因素，比如天气等情况，或者发现任何其他问题的话，发射依然有可能再次被推迟。但就目前情况来看，周六是发射日。

Hopefully being a weekend that'll give more people a little bit more flexibility to tune in for that launch. But we'll see. All right. That'll wrap it up for today. So as always, thank you for listening. Make sure you're subscribed and signed up for notifications. You can also find me on X at Tesla podcast and we'll see you tomorrow for the Friday, November 17th episode of Tesla Daily. Thank you.

希望在周末，会有更多的人有更大的灵活性来收听那次发射。但我们会看看的。好的，今天就到这里，一如既往地，感谢你们的收听。请确保你已订阅并开启通知功能。你也可以在X at Tesla播客找到我，我们明天在Tesla日报的11月17日星期五的节目中见。谢谢。