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GM temporarily suspends advertising on Twitter after Musk acquisition

Detroit — general motors It will suspend advertising on Twitter after Elon Musk hijacked the social media platform, the company told CNBC on Friday.

Detroit automaker rivals Musk’s electric car maker Teslasaid it was “pausing” ads to evaluate Twitter’s new direction. GM will continue to use the platform to interact with customers, but added that it will not pay for advertising.

“We are working with Twitter to understand the direction of the platform under new ownership. We have temporarily paused paid advertising as part of our normal business course with significant changes to our media platform. We will continue our customer care interactions on Twitter,” the company said in an emailed statement.

Under CEO Mary Barra, the Detroit company was one of the first automakers to announce a multi-billion dollar spending To be more competitive with Tesla in the battery electric vehicle segment.

The General Motors sign as seen at the January 25, 2022 event in Lansing, Michigan. -General Motors will create 4,000 new jobs for him, keep 1,000 jobs, and significantly expand its capacity to manufacture battery cells and electric trucks.

Jeff Kowalski | AFP | Getty Images

spokesperson for ford motorAnother of Tesla’s rivals, they added, “we will continue to evaluate the direction of the platform under its new owner.”

But when presented with screenshots of the promoted tweets from Ford CEO Jim Farley, the spokesperson said that Ford or its collaborators were the last to spend money on ads containing promoted tweets on the platform. I could not confirm when the payment was made.

Ford continues to interact with customers on Twitter.

other car companies including Stellantis When alphabetWaymo, which is owned by Musk, did not immediately respond to a request for comment on whether it would pause advertising or stop using its social media platform in the wake of the Musk incident. $44 billion buyout Twitter.

electric truck manufacturers Nicola He said he has no plans to change anything regarding the platform. Rivian declined to comment.

Twitter’s future direction has been at the center of acquisition talks. Musk says Donald, who was banned from tweeting during the Jan. 6, 2021 Capitol riots, is a “free speech absolutist” restoring former President Trump’s account.

Mr Musk said on Friday: Planned “Content Moderation Council” We also do not reactivate accounts or make major content decisions before convening.In a statement to advertisers this week, Musk called Twitter “Hell Landscape at your disposal”.

EV startup CEO Henrik Fisker said: Fisker Inc. deleted Musk’s Twitter account earlier this year when Twitter’s board of directors accepted Musk’s offer to buy the company and go private. Fisker Inc. continues to use Twitter, which is used by all major automotive brands for customer engagement and marketing. The company said it has no plans to change what it does on the social network.

Musk has long boasted that Tesla doesn’t pay for traditional advertising.

In return, Tesla may encourage people who run or are members of Tesla Owners Clubs and other social media influencers to promote the Company’s products, stock and Musk on social networks, particularly Twitter, YouTube and fan blogs. are rewarding.

In many cases, they are granted early access to Tesla products, such as the company’s full self-driving beta software, and are given passes to company events with limited attendance.

In September 2020, Tesla considered a shareholder proposal to launch strategic paid advertising to educate the public about the company’s vehicles and charging network. Tesla’s board of directors recommended against it, and shareholders, along with the board, voted against starting to pay for traditional advertising campaigns.

In the company’s annual report for 2021, Tesla writes: It is the primary driver of sales leads and helps achieve sales at relatively low marketing costs without the use of traditional advertising. ”

In financial filings with the Securities and Exchange Commission, marketing, promotion and advertising expenses for the years ended December 31, 2021, 2020 and December 31, 2019 were reported as “not material.”

— CNBC’s John Rosevear contributed to this report. GM temporarily suspends advertising on Twitter after Musk acquisition

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