General Motors And Audi Take Their Twitter Boycott To The Next Level

Industry News / 20 Comments

It's not just advertising that's been withdrawn, the automakers are refusing to tweet anything new.

Following a slew of automakers withdrawing advertising on Twitter as a result of Elon Musk's buyout of the social media platform, several have now gone a step further in boycotting publishing any new content. Specifically, Audi and General Motors have not published any new tweets since October.

Elon Musk recently purchased Twitter for $44 billion. Prior to this, Tesla was worth over a trillion dollars, and at the time of writing, that value was down to $573 billion as a number of decisions that have been taken regarding the social media platform have been met with disdain.

For now, back to rivals that have quit Twitter. In late October, GM publically announced that it would stop advertising on Twitter, becoming the face of what appears to be a large-scale boycott.

Audi USA/Twitter Channel 4 News/YouTube

Stellantis also put a stop to Twitter ads until it understands the situation better under the new leadership, and Audi followed shortly after. Even United Airlines got in on the exodus game.

The previous boycott was related to advertising, but it has now extended to posting. Audi's last official tweet was on 28 October, featuring an RS6 Avant and Chevrolet tweeted on October 27, while Cadillac last tweeted on October 18.

The Twitter accounts are still active, however. Twitter acts as a valuable connection between the brand and the customer. Around 90% of interactions are complaints, but there are odd compliments scattered in between as well. Both brands have continued to reply to tweets from followers, but unfortunately for Audi USA, this has now turned into a left versus right issue, as can be seen from the latest complaint on Audi's Twitter feed.

Parent brand VW has followed a similar tactic, and after a SEMA-related tweet on 3 November has only tweeted details of VW Customer Care closing early for various meetings and Thanksgiving.
Channel 4 News/YouTube

GM's CEO, Mary Barra, also stopped tweeting the day Elon Musk took over Twitter. Rivian's CEO, RJ Scaringe, did the same.

GM previously explained the rationale behind withdrawing advertising, explaining that a competitor owning the platform led to trust issues about how the data would be managed.

Other manufacturers are making the most of the situation or ignoring it altogether. Toyota, Honda, BMW, and Nissan have kept tweeting as usual.

Jaguar Land Rover even took it a step further and is recruiting 800 workers across several countries, all fired by Elon Musk.

CarBuzz has reached out to both Audi and General Motors, and we are awaiting a comment on the matter.

Channel 4 News/YouTube
Source Credits: Automotive News Canada

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