Known for long avoiding conventional advertising, CEO Elon Musk says that finally Tesla is going to “try” out the scheme. His statement was uttered yesterday during the automaker’s 2023 annual meeting of shareholders.

Tesla just hasn’t needed to pay for traditional advertising. The company has become incredibly popular through other methods of marketing, like emails, referral programs that incentivizes existing owners to attract customers, and, of course, Musk’s many tweets.

The company’s approach to advertising in the past has favoured an organic feel. Back in 2017, Musk’s then-ten year old daughter wrote suggesting the company hold an advertising contest, Musk agreed to the idea. The contest, dubbed Project Loveday after the 10-year-old girl, named YouTuber and tech reviewer Marques Brownlee as the winner.

Back in 2010, Advertising Age celebrated Tesla as one of “America’s hottest brands” due to Tesla’s reliance on the quality of its product and word-of-mouth from early customers to raise the company to what is now an iconic standing as an electric vehicle automaker and technological innovator.

This decision to conventionally advertise comes at a time where Tesla will promote new car features and advertise the affordability of its vehicle. The decision has been spurred by Musk’s experience as CEO of Twitter, a company that is highly dependent on advertising, has shown him that “advertising is awesome, and everyone should do it.”

What’s unclear is what a Tesla advertising campaign might look like. If history provides a guide, Musk will turn to one of his other companies as a resource. (Musk companies like The Boring Company, SpaceX and Tesla are known to share resources). In this case, Musk may turn to Twitter to launch the first Tesla ads.