Tesla reduces the benefits of its referral program

One more change to the referral program at Tesla, starting in the United States and Canada, before spreading to Europe?

The Tesla referral program has always been at the center of the brand’s strategy for gaining recognition through word of mouth. The referral allows every Tesla owner to share a unique code provided at their initial purchase. This code can be shared with friends, family, or on social media and offers benefits to both parties: the referrer (the one who shares the code) and the referred (the one who uses it).

The referrer receives rewards that can include Tesla credits usable to purchase accessories or pay for services (recharges at Superchargers). Other rewards include invitations to events organized by Tesla, such as factory tours or new product launches.

The referred party often benefits from free supercharging for a limited time or other financial advantages, such as discounts on the purchase price of the car or additional services. These rewards vary regularly and are adjusted by Tesla based on the region or promotional periods. It is important to note that the referral code must be used at the time of ordering for both parties to benefit from the rewards, and it cannot be applied retroactively.

Model 3 and Model Y receiving fewer rewards?

Tesla announced on Tuesday, October 22, 2024, a revision of its referral program benefits in North America, effective immediately. Tesla does not waste time. The referrer will still receive a voucher worth $500 (460 euros) for each code converted. Conversely, the referred will see their discount on the purchase of their Tesla Model 3 or Model Y halved from $1,000 to $500.

For the Tesla Model S and Model X, which are now selling poorly, the $1,000 (926 euros) discount remains unchanged. Finally, the Tesla Cybertruck is now completely excluded from the referral program.

Why these decisions? Because it is necessary to improve the profitability of Tesla, a specific demand from investors who are frustrated to see margins erode. Tesla seems to have gained sufficient notoriety to reduce the impact of referrals. Until the Californian manufacturer changes its point of view once again? This is very likely. We are still at the beginning of a sales quarter. It would not be surprising to see changes as December approaches to finish the year strong… and clear the stock.

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