In a surprising move, Tesla, a company famously resistant to celebrity endorsements, has signed South Korean Olympic silver medalist Kim Ye-ji as its first brand ambassador. This marks a potential shift in strategy for the electric vehicle giant, aiming to expand its presence in South Korea.
Known for her stoic expression during the 2024 Summer Olympics, Kim Ye-ji has garnered significant attention, even going viral for her composure. The partnership announcement came after Elon Musk himself tweeted about Ye-ji’s performance at the Olympics, fueling speculation about Tesla’s interest in a brand ambassador collaboration.
Ye-ji’s agency confirmed the partnership, stating that the connection between her and Tesla arose after Musk’s public acknowledgement. Kim Ye-ji is now officially the first brand ambassador for Tesla Korea. She has already shared a picture of herself with a Tesla vehicle on her Instagram, boasting over 127,000 followers.
This development comes as a surprise considering Elon Musk’s past stance against celebrity endorsements. In February, Musk publicly rejected the idea of giving Snoop Dogg a free Tesla, reiterating the company’s policy of requiring all customers, including celebrities, to pay full price. He emphasized that even high-profile figures who purchased Cybertrucks weren’t given any special treatment or paid for promotions.
Tesla’s recent foray into traditional advertising, including YouTube and X (formerly Twitter) campaigns, hints at a possible change in strategy. This move to partner with Kim Ye-ji further solidifies that shift. While Tesla’s sales in South Korea have reached approximately 10,000 units in the first half of 2024, this figure is relatively low compared to other markets. Despite this, the Model Y has become the best-selling imported vehicle in the country.
Tesla’s decision to partner with Kim Ye-ji, who has a growing fanbase in Korea due to her Olympic success and recent film role, seems strategically sound. Her popularity could be a valuable tool in promoting Tesla vehicles to a wider Korean audience.
This move raises questions about whether Tesla might extend its brand ambassador program to other international markets. Benzinga previously suggested that Japanese baseball star Shohei Ohtani, known for his Tesla Model X ownership, could be a suitable candidate for a similar partnership in Japan, leveraging his strong following in his home country.
It remains to be seen whether this is a singular instance or a new trend for Tesla. The company’s future marketing strategies will be closely watched as it navigates the evolving landscape of brand endorsements and advertising.
