Elon Musk has just announced that if you bought a Tesla earlier this quarter, you won’t get the same value that a person buying this week will. How does that make you as an owner feel?
"There can never -- and I mean never -- be a discount on a new car coming out of the factory in pristine condition. This is why I always pay full price when I buy a car and the same applies to my family friends, celebrities, no matter how famous or influential." Those were the days! Since Elon Musk laid down this commandment back in 2016, he has changed his mind and even accepted a free car from a fellow Tesla board member. Tesla discounts are now common, and Tesla owners who buy just before the year’s end or quarter’s end can benefit by waiting. Those who buy mid-quarter pay more and get less.
Supercharging was once free forever on all new Teslas, but that went away and later returned as a special Tesla sales promotion to temporarily boost sales and help pump up Tesla’s stock price. Now it’s Tesla’s Full Self Driving (FSD) driver-assist technology that is being offered up as a promotion. If you are able to get your delivery worked out and your documents in order by end of business on Thursday, you can have “...three months of the Full Self-Driving option for free.” This, according to company pitchman Elon Musk in his latest sales promotion announcement.
Related Story: If Tesla Showrooms Are Empty Why Offer Promotions?
With deep Tesla discounts on new, never driven vehicles having been offered in the past, Tesla is now getting around to its subscription-based driver-assist tech (beta of course!) as a way to boost sales ahead of quarter-end.
Next quarter-end, Tesla owners might expect free rustproofing. Perhaps followed by a free application of paint sealer in Q2. A set of steak knives could be in the queue for the third quarter, and for Q4 perhaps a free service loaner. Never mind that they were supposed to be free anyway. Just be happy and wave to the tube man on your way into the “Tesla dealership!”
John Goreham is a long-time New England Motor Press Association member and recovering engineer. Following his engineering program, John also completed a marketing program at Northeastern University and worked with automotive component manufacturers. In addition to Torque News, John's work has appeared in print in dozens of American newspapers and he provides reviews to many vehicle shopping sites. You can follow John on Twitter, and view his credentials at Linkedin