Led by enigmatic CEO Elon Musk, Tesla - a high-end electric car manufacturer with a sustainable energy mission - is a media darling and household name across much of the Western world.
But according to Heath Walker, senior marketing and communications manager for Tesla in Australia and New Zealand, the global Tesla zeitgeist isn't the result of millions of dollars invested in an aggressive brand-building strategy.
In fact, the opposite is true: Tesla operates a "very slim" marketing budget, and according to Walker, they "don't spend a cent" on paid media.
"It's all about being scrappy - that doesn't mean...