Tesla offers free paint for every referral

Tesla is trying to boost its sales in China by relaunching a very smart referral program.

Buyers who order a Tesla through a referrer receive an 8,000 yuan (approximately €1,025) discount on paid paint options. In return, the referrer, whether already a owner or simply awaiting delivery, receives 800 yuan (approximately €110) in Tesla credits.

This operation covers the entire range sold in China, including the Model 3 and Model Y produced in Shanghai, as well as the imported Model S and Model X. In this market where gray paint is the only free option, white, black, or blue shades cost 8,000 yuan (€1,025), while red or silver are priced at 12,000 yuan (€1,540). This offer precisely targets customers who desire visual customization but are still hesitant to pay this extra cost.

This return of referral rewards, a scheme that Tesla had abandoned in China in 2021 when demand was peaking, comes in a tense context. In May 2025, Tesla China delivered 61,660 vehicles (including exports), a 15% decrease compared to May 2024. This marks the eighth consecutive month of year-on-year decline. Over the first five months of the year, the drop reaches 18% with 293,000 units sold, compared to 355,600 a year earlier.

Tesla learns from its past

Tesla had briefly reintroduced its referral program in November 2023, offering a discount of 1,750 yuan (approximately €225) and a 90-day trial of the advanced Autopilot option. The June 2025 offer is therefore more generous and clearly shows that the Californian brand is looking to turn things around in a market where aggressive Chinese competition is increasingly challenging it.

A simple yet effective initiative that would fit well in Europe, and of course in France, where word-of-mouth still plays an important role in choosing an electric vehicle.

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