Updated from 3:53 p.m. to include email from Tesla to existing Model S consumers.
NEW YORK (TheStreet) -- Tesla Motors (TSLA ) has long eschewed traditional advertising for its Model S. but it's trying something completely different to help drive demand for its electric vehicle.
In an email to Model S consumers, CEO Elon Musk noted that the company would try something new in an effort to get the product out to other consumers:
"Word of mouth has always been a major part of how Tesla sales have grown. When I meet Tesla owners, one of the first things they often tell me is how they have convinced many others to buy the car.
As you may already know, Tesla does not advertise or pay for endorsements or product placement. Maybe by doing so
we could sell more cars, but I don't like the idea of trying to trick people into buying a product by false association. If you see somebody famous driving a Model S, it is because they genuinely like the car. If you see it in a movie or TV show, it is because the people associated with that production genuinely like the car.
Besides word of mouth, another way that our cars are sold is through stores. These will always be important to allow people to check out new models and ask our product specialists detailed questions. However, stores are quite expensive to set up and operate. In reviewing the Tesla cost of sales, we found that it is approximately $2,000 to sell a car through our stores, higher in some regions and lower in others.