Tesla woos Canadian “heroes”

Tesla offers $1,000 discount to “everyday heroes” in Canada. A nice helping hand after the storm.

Tesla has just announced the extension of its “Everyday Hero” program to Canada. Already in place in the United States, this initiative offers a $1,000 discount on the purchase of a new vehicle for students, teachers, and first responders. A generous offer, certainly, but also a well-thought-out charm operation.

It must be said that Tesla, more than any other brand, has suffered during the Trump era. The trade war between the two countries has significantly reduced Tesla’s sales. And with Elon Musk’s involvement in the Trump government, the brand found itself, quite unwittingly, caught in the heart of South American political tensions. From a European perspective, this situation may seem absurd: an electric car that divides the population? And yet, in certain American and Canadian suburbs, driving a Tesla has become a true social marker… even a cause for discord among neighbors.

Tesla seeks reconciliation

Tesla has therefore opted for a strategy of reconciliation. By rewarding those who invest every day for the collective good – teachers, students, caregivers, firefighters… – the brand attempts to reconcile its cars with their original image: that of a sustainable, accessible, and positive future.

Specifically, to benefit from this discount, interested individuals must go through the secure ID.me platform to prove their eligibility. Once validated, they can customize their vehicle on the Tesla website (Model S, 3, X, Y, or Cybertruck), with the discount applied automatically before taxes.

A nice way, in sum, to make peace. And to remind us that, even after a few missteps, electric vehicles can still unite. Perhaps in France we could forgive a few transgressions in exchange for such discounts for those in greatest need?

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