At least five of Tesla’s competitors bought ad time during Saturday night live featured by Elon Musk, using the billionaire’s appearance to sell his. non-Tesla electric vehicles.
Commercials for the Audi E-tron, Ford Mustang Mach-E, Volkswagen ID 4 and Lucid Air aired in the first 30 minutes of SNL. Lucid Motors, a company founded by Peter Rawlinson, the former chief engineer of the Tesla Model S who collides frequently with Musk, teased his commercial earlier in the week. It was its debut announcement for Lucid Air, a 500-mile electric vehicle that will be announced later this year.
In his opening monologue, Musk noted that he’s the guy who popularized electric vehicles. The commercials were intended to remind the audience that Tesla is no longer the only name in the game.
It wasn’t just electric vehicle companies, either. According to Adweek, Sierra Space, Musk’s SpaceX rival, bought several venues that will appear in YouTube clips of Musk’s appearance on SNL. The company also targets non-SNL clips of Musk on the platform.
We will update this post if more related commercials are aired.