Germany: Tesla conducts its biggest promotions in history

No other country in the world will have benefited from such discounts as Germany, with €6,000 off the Tesla Model Y.

It stems from good intentions, but then there is the boomerang effect that follows. Thus, we learn from the United States that Tesla has introduced a significant bonus of €6,000 on all pre-configured Model Y sold in Germany. A market where, since the removal of the federal ecological bonus in May 2024, Tesla’s sales have plummeted by nearly 70%!

Meanwhile, the sense of injustice that has spread in the United States, particularly during the presidential campaign with a clear resurgence of national preference and feelings of foreign dispossession, now poses quite a few problems for Tesla. American customers envy this huge discount that the manufacturer indeed offers. In France, the price reduction on the Tesla Model Y Rear-Wheel Drive is currently €8,000, but it is halved with the ecological bonus of €4,000 paid by the government. Tesla therefore only adds €4,000, which is already massive… plus the famous year of free Supercharger use, another European-specific feature that makes US customers envious.

What does this €6,000 discount mean?

Tesla adjusts its pricing strategies based on policies and incentives in each country worldwide. United States, China… and then individual European countries. Germany is a serious slap in the face for Tesla, which had nonetheless chosen to establish its European Gigafactory there. The idea was to step into the premium market to gain its foothold. Producing alongside BMW, Mercedes, or Audi was a mark of seriousness. Made in Germany still captivates customers.

What American customers forget is that they already benefit from substantial federal and local assistance for purchasing a Tesla electric vehicle. These can be at least $7,500 plus county or state aid (California, etc.). In Germany, the absence of a bonus clearly shows that without an incentive boost, the customer is not yet ready to buy an American electric car, no matter how good. People remain strongly attached to traditional brands, and the surge in electric BMWs (whose sales are clearly rising) demonstrates this.

Finally, the message is that Tesla is willing to “lose” €6,000 per car sold. There’s still some wiggle room. Applying the same logic in France, the Model Y Rear-Wheel Drive could drop to €34,990. Do you want to bet this will happen before Christmas?

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