While Tesla has (in some years) avoided traditional marketing, the ceo is known for spending ridiculous amounts of money on publicity stunts like having a submarine shipped to a cave and buying Twitter to boost public perception of his companies.
I think this is the exception that proves the rule.
The marketing industry in the US is built not only to get the word out about your product, but also to gatekeep who can compete in our free market.
With marketing being so pervasive as to monetize the entire internet it effectively levies a tax on every business that wants to compete.
If you dont have the marketing budget to outspend your competition then they have no competition.