American automaker General Motors has temporarily suspended its advertising on Twitter following Elon Musk’s takeover of the social media platform.
The Detroit-based company, a rival to Elon Musk’s electric vehicle brand Tesla, said it is “pausing” advertising on the app as it evaluates Twitter’s new direction.
The company told CNBC that it will still use the platform to market to customers but not pay for advertising.
“We are engaging with Twitter to understand the direction of the platform under their new ownership. As is normal course of business with a significant change in a media platform, we have temporarily paused our paid advertising. Our customer care interactions on Twitter will continue,” the manufacturer said in an emailed statement.
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General Motors, led by CEO Mary Barra, was reportedly one of the first car manufacturers to announce billions of dollars in spending to compete against Tesla in the battery electric vehicle sector.The company’s four main brands are Cadillac, Chevrolet, Buick and GMC.
A spokesperson for Ford also told CNBC that it is not currently advertising on Twitter and had paused the use of the app before Musk took over. The representative added: “We will continue to evaluate the direction of the platform under the new ownership.”
Last week, Musk said in a statement to advertisers that he would not let Twitter become a “free-for-all hellscape”.
