Tesla Inc. shareholders will vote in July on no matter whether the electric-automobile maker must commence accomplishing a thing Elon Musk has very long resisted: advertise its vehicles.

James Danforth, a San Diego-primarily based holder of 850 Tesla shares, is proposing that the business shell out at the very least $fifty for every motor vehicle made to advertise its products and solutions. Tesla’s board opposes the measure.

“Advertising can increase brand worth, product recognition and desire,” Danforth wrote in the proposal, which is included in Tesla’s proxy assertion. “Tesla ads can assistance mitigate and dilute significant FUD (‘Fear, Uncertainty, Doubt’) and misinformation strategies sponsored by rivals and detractors throughout the world and steer the narrative far more favorably.”

Musk, 48, has opposed paying out for regular marketing and criticized other providers for shelling out on marketing and advertising somewhat than on improving upon their products and solutions. The CEO prefers to advertise Tesla himself on Twitter, in which he has practically 35 million followers, and by means of other even less conventional usually means.

This week, NASA astronauts rode in Tesla Product X crossovers on their way to the rocket developed by just one of Musk’s other ventures, Area Exploration Systems Corp. In February 2018, a SpaceX rocket carried a cherry red Tesla Roadster into place.

“While we welcome stockholder feed-back, we also consider we have an skilled administration group that is best situated to ascertain Tesla’s day-to-day business enterprise functions, which include our sales and marketing and advertising tactics and expenditures,” the board explained in its opposing assertion.

Tesla verified in the filing that just one tranche of Musk’s moonshot spend award has vested. The past milestone essential for the CEO to collect 1.69 million inventory solutions that he can exercising at $350.02 apiece happened on May well five, in accordance to data compiled by Bloomberg. The solutions ended up worth far more than $700 million at that time.