Tesla historically focused on what marketers refer to as "earned media" rather than "paid media", but it was still marketing. Those Musk and Tesla headlines that happened around the world didn't occur by accident.

That said, they've also been buying ads for the last few years as their growth has sputtered in the face of competition.

That has nothing to do with the conversion. However I've actually fit all that and more in my Model 3 Tesla. The trunks are huge.