Tesla’s vice-president of global communications, Ricardo Reyes, has left the company.
Reyes held the position for less than 18 months and a Tesla spokesman has confirmed the news with Bloomberg. The timing of his departure comes as the American electric automaker is getting ready to debut its newest entry, the Model 3 later this month.
The position is important to Tesla, since unlike other automakers, it doesn’t spend a sizable sum on advertising and marketing. Instead, the company relies on media coverage and social media to promote its products.
Tesla will debut a prototype of the Model 3 on March 31, which is expected to sell for around $35,000 before tax incentives when it hits the market in late 2017.
Reyes joined the American automaker in 2009 as vice president of global communications and strategic marketing, just as Tesla was getting ready for its June 2010 IPO. He left in 2012 in order to lead brand marketing and communications for Square before rejoining Tesla in November 2014.
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