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I can't seem to find that advertising spend number. Got a link?

That role looks the same role as any medium/large company would have for social media engagement.

[1] Under 'Selling, General, and Administrative Expenses', you can easily see that Tesla spends around 2.5B a year on expenses relating to 'personnel and facilities costs related to our stores, marketing, sales, executive, finance, human resources, information technology and legal organizations'. They don't give more detailed breakdown, but they only have to include the marketing term in the overview if its a material amount (which is obviously at least millions per quarter given that the total is in the billions).

[1] http://ir.tesla.com/secfiling.cfm?filingID=1564590-18-2956&C...

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