The number of automakers suspending advertising on the platform is growing daily.
After leading Tesla to become the world's most valuable automaker, CEO Elon Musk seemingly got bored and decided to buy Twitter outright. Automakers are understandably wary of the head of a rival company having control over such a powerful advertising platform which is why GM suspended its ads on the platform after Musk took over, as did Volkswagen and Audi of America. And now Stellantis has followed suit.
In a statement to Reuters, Stellantis said, "We're pausing paid advertising posts until we have a clearer understanding of the future of the platform under its new leadership."
General Motors' announcement on the matter was similarly worded, with the conglomerate stating that it was "engaging with Twitter to understand the direction of the platform" under its new ownership.
Stellantis is only the latest to take the decision in the space of roughly a week after Volkswagen AG and Audi of America followed GM out of the paid advertising space on Twitter. Some might argue that these automakers feel threatened by the success of the Model 3 and other Tesla products, but this isn't an industry-specific exodus. United Airlines and General Mills have also paused advertising, with others in the process of doing so.
From the automakers' point of view, one might fear that there would be unfair manipulation of Twitter's algorithms to hinder Tesla's rivals' advertisements from being seen or to give an unfair advantage to Tesla's ads. But that would not explain why these other companies are departing.
If it were Bill Gates, Jeff Bezos, or any other billionaire who had taken total control of such a hugely influential social media platform, these companies would likely do exactly as they are now. But with Elon Musk, things are even more uncertain. He has proved time and time again that he is impulsive, impetuous, and irresponsible, and with flurries of drastic changes already being implemented, he's not doing much to change that perception. Expect more companies to head out soon.