EDITORIAL GUIDELINES EDITORIAL GUIDELINES The Tesla voice is confident and spirited. It believes in the future of transportation, as made possible by Tesla’s innovation. Each sentence should exude our sense of mission beyond selling cars. Tesla is a premium brand and the voice must reflect this trait. While it aims to be accessible, it is intelligent and does not speak to everyone. Forget cute. Forget clever. Forget sarcastic. Use short, concise sentences – there’s no reason to use ten words when the message can be conveyed in five. DO: • Use 3rd person. “The driver” is better than “you.” “Tesla” is better than “our.” • Write efficiently. Our audience is intelligent and busy. • Get to the point quickly. • Be direct and confident without being aggressively arrogant. • Prioritize the technology; it is the most universal. Performance and Design are good follow-up messages. • Ask the headquarters marketing team for guidance as necessary. If you are not a good writer, don’t pretend. Just ask for help. DO NOT: • Use the logo in-line with text. • Use the word “luxury” to describe Tesla. Tesla is a premium, performance brand. • Be pompous. Our technology makes us great, not our egos. • Use the word “green” unless you are describing the color of a car. “Green” is infused in the Tesla mission – there’s no need to dilute it with the “greenwashing” other companies must employ. • Use abbreviations. Our technology is new. Spell technical terms out. EDITORIAL GUIDELINES 01