Tesla's Spending on R&D and Marketing, Compared to Other Automakers
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Comparing Tesla’s Spending on R&D and Marketing Per Car to Other Automakers

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The Briefing

  • Tesla spends $0 of its budget on advertising, but instead spends a dramatic amount on research and development (R&D)

Tesla’s Spending Per Car Sold vs. Other Automakers

It’s often said that word of mouth is the best form of advertising.

In the case of Tesla and their rapid ascent to the top of the global automobile business, this might be true. After all, the electric vehicle company somehow manages to spend $0 on advertising year after year, despite the fact that marketing is typically a significant expense line item for most other auto manufacturers.

On the flip side, Tesla is spending an average of $2,984 per car sold on research and development (R&D)—often triple the amount of other traditional automakers.

AutomakerR&D spend per car soldAd spend per car soldR&D per dollar of advertising
Tesla$2,984$0$0
Ford$1,186$468$2.53
Toyota$1,063$454$2.34
General Motors$878$394$2.22
Chrysler$784$664$1.18

On this per vehicle sold basis, Tesla’s $2,984 in R&D spend per car is far greater than that of other car manufacturers. It’s even higher than the collective amount going to R&D per car from three of the other automakers (Ford, GM, and Chrysler) combined.

When it comes to advertising, the average spend among traditional automakers is $495 per vehicle. And while Tesla technically spends nothing on advertising, the company is a marketing machine that is rated as the world’s fastest growing brand, and Tesla often dominates press mentions and social media chatter.

Capital Allocation: R&D and Advertising

The balance of expenditures between R&D and advertising is part of capital allocation, a decision every business needs to make. Generally speaking, more R&D can improve and advance the quality of either your goods or service, relative to your competitors. If executed correctly, it has the potential to lead to greater pricing power that will reflect in the margins.

In contrast, advertising can spread awareness and promote the business. But it’s a tricky balance that isn’t always easy to get right.

While capital allocation is vital, one factor that differentiates Tesla from the rest, is Elon Musk himself. With over 60 million followers on Twitter, his wild popularity has no doubt aided in Tesla’s brand recognition, where they’ve arguably become synonymous with the electric vehicle revolution.

Automobiles Of Tomorrow

For Americans, 85% still use an automobile as their primary method of transportation to work. As a result, automobiles will likely undergo a serious shake up as the world continues on its path towards a greener future.

With increasing investments made in the electric vehicle space—poised to be worth a trillion dollar market by 2028—how will R&D and advertising budgets of tomorrow look for major automobile companies?

Where does this data come from?

Source: 10-K Filings
Notes: Data covers automobile figures for 2020

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Top 20 Countries With the Most Ultra-Wealthy Individuals

Developing countries are creating wealth like never before, but the majority of the world’s ultra-wealthy people still live in the United States.

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The Briefing

  • According to Credit Suisse, there are now 218,200 people globally with assets over $50 million.
  • The majority (53%) of the world’s ultra-wealthy people live in the U.S.

Top 20 Countries With the Most Ultra-Wealthy Individuals

New data from the Credit Suisse Global Wealth Report shows that there was an “explosion of wealth” last year.

The global population of ultra-high net worth individuals (UHNWIs) grew by 46,000 to a record of 218,200. The report notes that UHNWIs benefited from a surge in the value of financial assets last year.

These increases are more than double the increases recorded in any other year this century. – Global Wealth Report 2022

The majority of ultra-wealthy individuals already reside in the United States, but 2021 saw a staggering increase of 30,470 people bring added to this exclusive ultra-wealthy category in the country.

Country/regionNet Worth of $50–$100MNet Worth of $100M–$500MNet Worth of $500M+
🇺🇸 United States103,66935,7401,726
🇨🇳 China20,01311,4111,282
🇩🇪 Germany6,0523,354318
🇨🇦 Canada3,4721,912123
🇮🇳 India3,0241,750210
🇯🇵 Japan3,3731,41188
🇫🇷 France3,2371,31485
🇦🇺 Australia2,9471,576109
🇬🇧 United Kingdom2,7871,278110
🇮🇹 Italy2,5741,253103
🇰🇷 South Korea2,4501,319117
🇷🇺 Russia2,1341,488253
🇨🇭 Switzerland2,11598792
🇭🇰 Hong Kong SAR1,7901,139127
🇸🇪 Sweden1,8661,01976
🇹🇼 Taiwan1,87491293
🇪🇸 Spain1,50966651
🇧🇷 Brazil1,23874995
🇸🇬 Singapore97457073
🇳🇱 Netherlands1,10047128

China and India will likely see their ultra-wealthy populations increase dramatically, but still have a long way to go before catching up to the United States.

The biggest increases, aside from the U.S., were China (5,200), Germany (1,750), Canada (1,610), and Australia (1,350).

Decreases in UHNWI populations were more rare, but did occur in a few cases. United Kingdom (-1,130), Turkey (-330), and Hong Kong SAR (-130) saw the biggest drops.

Where does this data come from?

Source: Credit Suisse Global Wealth Databook 2022

Data note: All amounts in USD

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Ranked: The Top Cyberattacks Against Businesses

Recent research provides insight into the top cyberattacks that businesses faced in 2021. See the results in this infographic.

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Ranked: The Top Cyberattacks Against Businesses

Cyberattacks hit a record high in 2021, continuing the momentum that had developed during the COVID-19 pandemic. One reason for this increase is the shift to remote work, which has opened up new vulnerabilities. Home networks are typically less secure, and the rapid rise in the use of online services means security is falling behind.

In this graphic sponsored by Global X ETFs, we’ve visualized survey results showing the 10 most successful types of cyberattacks in 2021.

The Results

These results are from a 2021 whitepaper by Osterman Research, a market research firm focused on cybersecurity. They surveyed 130 cybersecurity professionals from mid and large-sized organizations to see which types of attacks were the most prominent.

Type of AttackPercentage of respondents (%)
Business email attack was successful in tricking a lower-level employee53%
Phishing message resulted in a malware infection49%
Phishing message resulted in an account being compromised47%
Domain name was spoofed to perpetrate phishing campaigns38%
Ransomware was detected before it could be activated34%
Business email attack was successful in tricking a senior executive28%
Domain name impersonation resulted in a third-party being compromised16%
Phishing message resulted in a ransomware infection14%
A ransomware attack was successfully launched10%
A ransomware attack rendered internal IT systems non-operational10%

Source: Osterman Research (2021)

The report notes that these figures may be understated because organizations are likely to downplay their security incidents. Organizations may also lack the capability to detect all types of cyberattacks.

The Impact of Phishing Attacks

Phishing refers to an attack where the perpetrator pretends to be a trusted entity. These attacks can be carried out over email, text message (SMS), and even social media apps. The goal is often to trick the victim into opening a malicious link.

According to the whitepaper, opening malicious links can result in credential theft or ransomware infections. Credential theft is when attackers gain access to internal systems. This is incredibly dangerous, as it allows attackers to commit fraud, impersonate company officials, and steal data.

A powerful tool for preventing credential theft is multi-factor authentication (MFA). This method requires users to provide multiple verification factors to access a resource (instead of a single password).

The Threat of Ransomware

Ransomware is a type of cyberattack that involves blackmail, often for financial gain. For ransomware to be successfully planted, attackers must first gain access to a company’s networks.

Access can be gained through phishing, as discussed above, or alternate means such as compromised software updates. One such attack impacted over 57,000 Asus laptop owners in Russia after hackers created a malicious update tool on an official Asus server.

Cybercriminals have become increasingly ruthless in how ransomware attacks are executed.
– Osterman Research

Researchers have warned that ransomware attacks are becoming more dangerous and sophisticated. In addition to locking organizations out from core systems, hackers are also stealing data to increase their leverage. If a ransom is not paid, the stolen data may be published or even sold to the highest bidder.

Under Siege

The rising frequency and sophistication of cybercriminal activity is a major threat to the world.

According to the World Economic Forum’s 2022 Global Risks Report, ransomware attacks have increased by 435% since 2020. Furthermore, there is an estimated shortage of 3 million cybersecurity professionals worldwide.

To catch up, businesses and governments are expected to increase their spending on cybersecurity over the next several years.

The Global X Cybersecurity ETF is a passively managed solution that can be used to gain exposure to the rising adoption of cybersecurity technologies. Click the link to learn more.

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