Last Wednesday, Volkswagen Group CEO Herbert Diess joined Twitter, and his first tweet was a jab at Elon Musk and Tesla.
The tweet references how the group’s first mass-market electric vehicles outperformed those from Tesla and winning the first markets in Europe, all in their debut year.
Hello @Twitter! I’m here to make an impact with @VWGroup, especially on political issues. And, of course, to get some of your market shares, @elonmusk – after all, our ID.3 and e-tron have won the first markets in Europe. Looking forward to productive discussions!
— Herbert Diess (@Herbert_Diess) January 20, 2021
Most automotive and other big-brand CEOs use Twitter in an informational manner, typically as a way of announcing new products and ventures to the public, but otherwise don’t usually speak on behalf of anyone other than the brand. Diess, on the other hand, seems to have taken the Elon Musk approach on his Twitter debut and decided to speak for himself in addition to the company.
However, it seems like the tweet was just somewhat of a one-off for him, as the next few were mostly announcements about the company and its achievements, something more typical of a corporate higher-up such as Diess. We wouldn’t imagine he’d go beyond this and engage in actual conversations and jokes with Musk, but the friendly competition is nice to see.
Musk has spent a lot of his time on Twitter responding to customers who have suggestions or complaints about Tesla’s products, and if there’s one thing Diess can learn from the Tesla CEO about how to use Twitter, that idea might be a good place to start given the ID.3’s previous issues that led to the replacement of VW’s software division boss.