Elon Musk Emphasizes An ‘Engineering-First’ Approach at Tesla —For Tesla, engineering runs deep into research and development
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Compared to legacy automakers, Tesla spends far more per vehicle on research and development costs, rather than spending money on public relations, marketing, or advertising, according toTesla spent an average of $2,984 on R&D per car produced in 2020, spending exactly $0 on advertising with each vehicle.
Chrysler spent the most on advertising at $664 per car sold, followed by Ford , Toyota , and lastly, GM . Alternatively, Chrysler spent the least on R&D per car sold at just $784, while GM, Toyota, and Ford spent $878, $1,063, and $1,186 for each car, respectively. By using software engineering that the automaker can implement in-house, having better control over its raw materials, and ramping up to scale the cars and technology it develops, Musk has created a financial giant with Tesla, and one that is dominant in the electric vehicle space.
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