Social Strategy

Tesla Launches in the Heart of Saudi Arabia

Tesla, a global leader in electric vehicles and sustainable energy solutions, marked its official entry into the Saudi Arabian market with a landmark event in Diriyah. This launch underscores Tesla’s commitment to supporting the Kingdom’s Vision 2030 by advancing sustainable transportation and showcasing its innovation-driven future.

CLIENT

SERVICES

The challenge

Tesla aimed to enter the Saudi market with an event that reflected both its technological leadership and respect for local heritage. The challenge was to create an experience that honored Saudi culture while immersing attendees in Tesla’s vision of the future.

Client

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Our Solution

Dice collaborated with Tesla over a span of 3 to 4 months to bring this launch to life—merging authenticity with futuristic precision. Our end-to-end services included:

Strategic Planning & Design : Developed a creative direction that blended the cultural depth of Diriyah with Tesla’s global brand identity.
Event Management : Oversaw operations and programming for over 3,500 attendees, including VIP guests, ensuring a smooth and impactful experience.
AV & Production : Designed and executed a high-tech environment featuring haze-filled laser entrances, immersive lighting, and dynamic content displays.
Catering : Delivered premium hospitality experiences that complemented the cultural setting and elevated the overall ambiance.
Venue Sourcing : Selected Al Bujairi in Diriyah—a UNESCO World Heritage site—as the backdrop to symbolize the meeting point between past and future.
Logistics : Managed complex transportation and setup for Tesla’s vehicle lineup, ensuring seamless delivery and display of every model on-site.

Experience Highlights

Product Showcase: Featured the full Tesla lineup including the Model Y, Model 3, Cybertruck, Cybercab, Tesla Bot, and Tesla charging stations—providing an up-close look at the innovation powering the brand.

Test Drive Station: Attendees had the opportunity to experience Tesla firsthand through a dedicated on-site test drive zone.

Booking & Ordering Hub: Tesla provided an interactive station for guests to explore configurations and place direct orders for vehicles during the event.

Cultural Integration: The location of Diriyah infused the experience with authenticity—bridging the rich Saudi past with a bold technological future.

Public Engagement: Open to the public, the event welcomed thousands of curious minds, tech enthusiasts, and families, creating a vibrant, community-first atmosphere.

The Results

Massive Turnout : More than 3,500 people attended the event—marking one of the most highly anticipated automotive launches in the region.
Top-Tier Media Coverage : The event received national and regional attention with coverage from Arab News, The National, and Al Arabiya, all highlighting the significance of Tesla’s debut in Saudi Arabia.
Viral Social Buzz : The hashtag #TeslaInSaudi trended across platforms, with influencers, car lovers, and media personalities flooding feeds with videos and commentary about the event’s design, energy, and significance.
Strategic Positioning : The launch cemented Tesla’s positioning as a future-forward brand aligned with Saudi Arabia’s 2030 vision of innovation, sustainability, and economic diversification.