Elon Musk is a lot of things: genius, billionaire, pioneering entrepreneur, cracker-jack hat salesman. Now, he can add another eye-opening entry to his ever-growing list of impressive epithets – purveyor of the most dangerous (but hella cool, some would say) promotional product in the world.
Last weekend, The Boring Co., of which Musk is CEO, began taking pre-orders for flamethrowers branded with the company name. You read that correctly: flamethrowers.
Through early afternoon Tuesday East Coast time, The Boring Company had reportedly pre-sold about 15,000 flamethrowers – a figure that amounts to approximately $7.5 million in sales.
In announcing the branded flamethrowers, Boring Co. pitched the items as "guaranteed to liven up any party." Indeed, Musk was having fun on Twitter promoting the fire-spewing device. Amid tweets that gave a running tally of the number of pre-orders, Musk inserted funny "pitches" that included "Great for roasting nuts" before adding later, "Obviously, a flamethrower is a super terrible idea. Definitely don't buy one...Unless you like fun."
After tweeting that flamethrowers would come in handy in the event of a zombie apocalypse, Musk felt the need to address some scuttlebutt that was making the rounds: "The rumor that I'm secretly creating a zombie apocalypse to generate demand for flamethrowers is completely false," he tweeted, with a chuckle no doubt.
While Musk and Boring Co. were hyping the flamethrower with jokes and humor, not everyone was laughing. Boring Co. is based in California, where rampant wildfires wreaked havoc in 2017, scorching vast tracts of land and claiming lives. In the wake of such tragedy, California Assemblyman Miguel Santiago of Los Angeles criticized the flamethrowers, saying they could be a public health hazard. "We've just gone through some catastrophic fires in California," he told The Los Angeles Times. "It's a bad joke."
Still, sales of the flamethrowers were continuing to climb. The same consumer frenzy flashed out during Musk's earlier venture into promotional products with The Boring Company (which incidentally is focused on infrastructure and tunnel construction). Late last year, Musk started selling Boring Co.-branded hats. By mid-December, Boring Co. had sold more than 35,000 of the ball caps, generating $700,000. The LA Times reported this week that Boring Co. has now sold about 50,000 hats.
One thing's for sure, if Musk ever is looking for another new field to enter, he certainly has a future in promotional product sales.