Ironically, Tesla famously does zero marketing. No ads. No PR department, even. It's just all Cult of Personality, buoyed by free press whenever he opens his mouth. And then word of mouth from owners.
Amazing, when you think about it.
Also, it doesn't hurt the Model 3 in many ways, as flawed as I found it, was still by far the best EV in its price class on the market when it was released. I got mine because there was simply no better non-ICE car available at the time. I like to bust their chops all the time, but simple things like having driver profiles, having your phone act as a key, remote climate controls, and the supercharging network really made the car seem completely futuristic compared to the competition. The issue is they were super forward thinking at the time, but haven't added much new since.