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Every other EV brand showed up to Elon Musk’s SNL

Every other EV brand showed up to Elon Musk’s SNL

Remember when Elon Musk hosted Saturday Night Live? His competitors took advantage of building an ad strategy around his debut.

Lucid Motors, Ford, and others used Musk’s SNL appearance to sell their electric vehicles.

At least five of Tesla’s competitors bought ad time during Saturday Night Live hosted by Elon Musk, using the billionaire’s appearance to sell their own non-Tesla EVs.

Commercials for the Audi E-tron, Ford Mustang Mach-E, Volkswagen ID 4, and Lucid Air all aired within the first 30 minutes of SNL. Lucid Motors, a company founded by Peter Rawlinson, the former head engineer of the Tesla Model S who frequently clashes with Musk, teased its commercial earlier in the week. It was its debut commercial for the Lucid Air, a claimed 500-mile EV due later this year.

In his opening monologue, Musk noted he’s the guy who made electric vehicles popular. The commercials were intended to remind the audience that Tesla isn’t the only name in the game anymore.

It wasn’t just EV companies either. According to Adweek, Sierra Space, a rival of Musk’s SpaceX, purchased several spots that will run on YouTube clips of Musk’s appearance on SNL. The company is also targeting non-SNL Musk clips on the platform.

Sierra Space has purchased 30- and 15-second preroll ads that will run on YouTube clips of Musk’s SNL content—while also targeting clips with related content like “Elon” or “Musk.”