Photo: Tesla
A new ad shared by Tesla on Chinese social media explains the new lighting technology offered on the revamped Model 3 that launched last month. The campaign provides interesting details about the new headlights, one of the most talked about features of the new model.
Elon Musk has been notoriously allergic to advertising, although lately, he promised to consider promoting Tesla more. Things are now slowly but surely moving in this direction, as Tesla already runs many ads on Google and social media platforms. Launching the refreshed Model 3 in several markets, including China and Europe, is a great opportunity to promote the new model and its features.
Tesla launched a social media campaign in China focusing on the Model 3 Highland's new technology. The first ad was about the lighting technology of the new model. Tesla explains how the new headlights eliminate blind spots in front of the car and on the sides, thanks to the broader and more powerful light beams. The light is also more uniform, improving driving safety and visual comfort at night and in low visibility scenarios like rain or fog.
The ad also mentions the words "dynamic curves," but my Chinese is not good enough to discern whether this refers to adaptive lighting (also known as curved or dynamic lights) or is just a metaphor. We know that all Teslas already feature LED-matrix lights that can selectively illuminate sections of the road. So far, this ability is not active yet, missing software support, but it's not unlikely that Tesla solved the puzzle with the Model 3 Highland.
The new headlights not only illuminate the road better and further than before but are also more aerodynamic, helping improve efficiency. The more streamlined shape contributes to the impressive aerodynamics, with a drag coefficient as low as 0.22. Last but not least, the headlights, as well as the taillights, look much better. The C-shaped taillights integrated into the trunk lid have a light signature that emphasizes the car's width, projecting a more powerful image.
This is not the first time Tesla is advertising its vehicles outside of Elon Musk's social media network X (formerly known as Twitter). Earlier this year, the first Tesla ads were spotted on the Google ads platform in several markets. A couple of days ago, a Tesla advert was seen running on giant screens at Haneda Airport in Tokyo. The ad featured information about the Model Y and some of its features, the Tesla Supercharger network, and the Autopilot system.
These ads come at a time when more people, mostly Tesla investors, advocate for paying for advertisements instead of cutting prices as a way to energize sales. This debate became more acute after Tesla recently announced more price cuts for the Model Y and Model 3 in the US.
Tesla also reported lower-than-expected production and delivery numbers in the third quarter, although it did warn that this would happen. The reason was that Tesla's most productive factories had been shut down for extended periods to upgrade the production lines. No matter how much Tesla spends on advertising, it cannot sell more EVs than its factories can produce.
Tesla launched a social media campaign in China focusing on the Model 3 Highland's new technology. The first ad was about the lighting technology of the new model. Tesla explains how the new headlights eliminate blind spots in front of the car and on the sides, thanks to the broader and more powerful light beams. The light is also more uniform, improving driving safety and visual comfort at night and in low visibility scenarios like rain or fog.
The ad also mentions the words "dynamic curves," but my Chinese is not good enough to discern whether this refers to adaptive lighting (also known as curved or dynamic lights) or is just a metaphor. We know that all Teslas already feature LED-matrix lights that can selectively illuminate sections of the road. So far, this ability is not active yet, missing software support, but it's not unlikely that Tesla solved the puzzle with the Model 3 Highland.
The new headlights not only illuminate the road better and further than before but are also more aerodynamic, helping improve efficiency. The more streamlined shape contributes to the impressive aerodynamics, with a drag coefficient as low as 0.22. Last but not least, the headlights, as well as the taillights, look much better. The C-shaped taillights integrated into the trunk lid have a light signature that emphasizes the car's width, projecting a more powerful image.
This is not the first time Tesla is advertising its vehicles outside of Elon Musk's social media network X (formerly known as Twitter). Earlier this year, the first Tesla ads were spotted on the Google ads platform in several markets. A couple of days ago, a Tesla advert was seen running on giant screens at Haneda Airport in Tokyo. The ad featured information about the Model Y and some of its features, the Tesla Supercharger network, and the Autopilot system.
These ads come at a time when more people, mostly Tesla investors, advocate for paying for advertisements instead of cutting prices as a way to energize sales. This debate became more acute after Tesla recently announced more price cuts for the Model Y and Model 3 in the US.
Tesla also reported lower-than-expected production and delivery numbers in the third quarter, although it did warn that this would happen. The reason was that Tesla's most productive factories had been shut down for extended periods to upgrade the production lines. No matter how much Tesla spends on advertising, it cannot sell more EVs than its factories can produce.
New Model 3 Highland ad with focus on new lighting ???? tech launched by Tesla in China ???????? on social media today pic.twitter.com/udUuged9cl
— Berlinergy (@Berlinergy) October 9, 2023
Advertising in Japan. #hanadaairport pic.twitter.com/lKzxRGVP8A
— Omar (@Omarr0717) October 10, 2023
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