Tesla has officially released the much-anticipated new Model 3 in North America. This launch follows its successful debut in several global markets, including Europe, China, and parts of the Asia-Pacific region, in late 2023. Before you run out and buy one, you should know that this vehicle does not quality for any tax incentives in the U.S. Also, Tesla is not accepting referral codes, meaning no discounts or credits for the Model 3.
The new Model 3, also referred to as the Highland and the refreshed 3, appeared on the company’s website late Tuesday night. It is currently available in two variants: Rear-Wheel Drive (RWD) and Long Range (LR). Notably, the Performance model, which has been a popular choice in previous versions, is missing from the lineup, and the “old” version is no longer available for order.
Competitive Pricing Strategy
Despite several upgrades, Tesla has set competitive prices for the new Model 3 variants, not changing the price for the new edition. The RWD remains at $38,990 USD and the LR is $45,990 USD. For those keeping score, the price of the old Model 3 Performance was $50,990. The first deliveries of the Model 3 Highland are scheduled for this month.
The new Model 3 is available in five colors, including Stealth Gray and Ultra Red, adding a fresh aesthetic appeal to the range. Despite the excitement surrounding the new model, it is noteworthy that the front bumper camera, anticipated by many, has not been included yet. This feature was expected to align with the technology seen in Tesla's Cybertruck.
In terms of performance, the EPA-rated range for the RWD variant remains unchanged, while the LR variant sees a modest increase, going from 333 to 341 miles.
Anticipating the Performance Model
While the Performance variant is currently absent, there is growing anticipation for its eventual release. Rumors suggest that this model might debut in North America, boasting unique features that set it apart from its Long Range counterpart. This includes advanced motors, improved suspension, enhanced brakes, and a possible Ludicrous mode, making it a highly anticipated addition to the Tesla lineup.
We may find out more about the Performance Model 3 during Tesla’s Q4 and Full Year 2023 earnings call on January 24th.
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During a major update presented during the Q2 2025 Earnings Call, Tesla confirmed that its plans for a new, more affordable vehicle are finally on track for sales to begin later this year. Tesla originally stated that production for the more affordable model would begin by the end of the first half of 2025, and they’re technically correct - they’ve begun production, but sales will not begin until late 2025.
Tesla is targeting a production ramp-up throughout Q3 2025, with the vehicle officially going on sale sometime in Q4 2025. To achieve this timeline, Tesla is sticking with what we’ve previously heard about the affordable model. It will likely be a simplified, cut-down version of the ever-popular Model Y, rather than a vehicle built from the ground up on a new platform.
Slower Ramp, Later Launch
While the news of a 2025 launch is exciting, Tesla has cautioned that the production ramp will be slower than initially expected. With the ramp beginning in Q3, Tesla has attributed the slower pace to two key factors: the recent cut of the EV tax credit in the US, and an internal focus on factory retooling.
Let’s break that down. In response to the recent tax credit cut, Tesla has focused its efforts on producing as many of its current vehicles as possible, allowing customers in the United States to purchase vehicles while the tax credit is still active. In order to double down on this, Tesla is running their largest batch of promotions in North America that we’ve ever seen - with a promotion on nearly everything but the new Model S and Model X.
Because of this, their manufacturing lines at Fremont and Giga Texas are running full speed, not allowing time for the retooling needed to produce the affordable model. The affordable model appears to be based on the same platform as the Model 3 and Model Y, as Tesla plans to utilize its existing production facilities to produce the new model.
So, in the simplest of terms, Tesla has been too busy producing vehicles on the very same factory lines that will eventually produce the affordable model. Now, as we enter Q3, Tesla expects to slow down that pace to allow for factory retooling and ramping for the affordable model, for a sales launch in late 2025.
E41: A Pared-Down Model Y
Based on comments from Elon and the team at the Earnings Call, the affordable model will almost certainly be a more cost-effective version based on the existing and proven Model Y. We’ve previously heard rumors about project E41 from China, which told us about a feature-cut Model Y that would come in with a 20% reduction in costs.
The E41 is expected to feature textile seats, similar to those of the cut-down Model 3 for Mexico, while also likely reducing features such as heated and cooled seats, ambient lighting, the rear screen, acoustic glass, and speakers. At the end of the day, E41 isn’t the next-gen, affordable model on a bespoke platform that many have been waiting for—the Tesla Compact. Instead, it’s a simplified and pared-down Model Y that is more affordable for a wider range of potential buyers.
This reduced complexity allows Tesla to bring a lower-cost vehicle to market much more quickly. It is a pragmatic decision that prioritizes getting an affordable, FSD-capable EV into customers' hands sooner. This lets Tesla adapt to current market and economic realities, rather than waiting for a revolutionary but more complex-to-manufacture new platform.
Will There Be a Next-Gen Model?
Tesla still has several plans for new battery cell types and new drivetrains in their plans for 2026 and 2027. In addition, with the new LFP battery production plant in the United States beginning to scale up, there is a good chance that Tesla is still hard at work in their secretive design studio on a newer, smaller, and even more affordable model.
We believe that Tesla still intends to produce a new, smaller model, but given today’s market realities, it doesn’t make sense to introduce an extremely low-margin model into the lineup. This is especially true when new car sales are suffering due to economic uncertainties and tariff obligations are changing daily.
The Next Steps
Now, with what is likely the E41 beginning production ramps at Fremont and Giga Texas, we’ll have to wait to see exactly what Tesla has done to cut down on the Model Y and what they manage to cut the price down to.
With the Model Y RWD coming in at $44,990, a 20% price cut would bring it down to about $35,990 (before incentives), making it by far Tesla’s cheapest EV. That makes it remarkably more affordable, especially for those who still have remaining state incentives in place. By some miracle, if Tesla can bring that price down to $29,990, it may become the best-selling budget vehicle we’ve ever seen. We don’t expect such a drastic price cut until at least the introduction of the next-generation model, though.
We’ll be keeping a close eye on what Tesla does, as if they’re actually producing these vehicles now, it shouldn’t be long before we’re able to spot them.
It’s happening… According to an internal memo viewed by Business Insider, Tesla is expanding its Robotaxi Network to a new city. This expansion will take place in the San Francisco Bay Area and marks the first Robotaxi expansion.
According to Business Insider, this timeline was accelerated following the success of Robotaxi in Austin. Following a discussion with our own source, the rollout is expected to begin on Sunday morning. Interestingly, this timeline lines right up with the conclusion of the X Takeover event in San Mateo, which several Tesla executives are likely attending.
This launch will mark the second city for Tesla’s ride-hailing service, following its debut in Austin. As with Austin, the service will be invite-only for some Tesla owners, who will be able to hail and pay for rides via the Robotaxi app.
What to Expect
For this initial deployment, the Robotaxis will still be deployed with a human safety monitor, but with a catch. Unlike the Austin deployment, where the monitor sits in the passenger seat, the Bay Area monitors will be in the driver’s seat. This is a critical distinction, and for all intents and purposes, a safety driver. This is due to regulatory reasons, which we’ll dive into.
The service will operate within a geofenced area covering a wide swath of the Bay Area. The memo mentions that the area should cover Marin, San Jose, and much of the East Bay area. Tesla will once again be using the modified Model Ys it uses for the Austin Robotaxi Network - equipped with a second telecommunications unit.
We’re expecting Tesla to send out a round of invites in the coming days for owners local to the Bay Area.
Regulatory Grey Area
While the launch is a landmark moment for Tesla, there’s an interesting story behind just how they’re navigating the rollout of Robotaxi, given California’s complex regulatory environment. The presence of a safety monitor in the driver’s seat isn’t a precaution - it is exactly the way Tesla intends to push the deployment until formal federal regulations supersede municipal and state regulations on autonomous vehicles.
According to the California DMV, Tesla has a permit for testing FSD with a safety driver, but has not yet secured a permit for driverless testing or deployment. The California Public Utilities Commission (CPUC), which regulates ride-hailing services, has also not received an application from Tesla for a commercial public service permit as of early July, according to Business Insider.
By keeping a fully capable monitor in the driver’s seat, Tesla appears to be operating in a regulatory grey area. The service could be defined as a “chauffeured ride-hailing service” that uses FSD as an “advanced driver-assist” feature, rather than a fully autonomous service. This allows Tesla to continue operating under its existing testing permits while it continues to work with the DMV and CPUC to obtain approval.
Elon previously mentioned that the Bay Area regulators have been extremely reasonable, so this strategy was likely developed in conjunction with the regulators to start the rollout early and obtain regular permitting as operations continue.
This is definitely a bold first step outside of Austin, and we’re happy to see that Tesla is pushing hard on expanding the Robotaxi Network. This allows Tesla to gather invaluable data on FSD performance in another dense and challenging environment, while also adding more paying customers to its network. Tesla also plans to expand to Florida and Arizona, as well as other US states and cities by the end of 2025, so there will definitely be more to come.
