Tesla is looking to score thanks to its Super Bowl surge. For the past couple of years, Tesla sales have substantially increased following the big game - despite not advertising. Now, as the king of the EV sector has started social media marketing, it has to get aggressive to cash in on that extra attention.
No Model Y Refresh This Year
With any campaign, the talking points must be sent out beforehand. Tesla has reported to its delivery advisors to not expect a Model Y refresh this year, at least in North America. The memo that was sent out, according to Teslascope, states:
“We heard your feedback that some customers are waiting to place their Model Y order as they anticipate a refresh similar to Model 3. It is important that we communicate transparently that there is no refresh for Model Y launching this year. There is no better time for customers to start driving the world's best-selling vehicle. “
Evidently, the company has taken insights from the Highland rollout to heart. When word spread of the imminent Highland release, sales of the previous model dipped significantly. Quashing rumors is a shrewd move, yet the challenge remains: how will Tesla safeguard against the leaks that stripped the Highland launch of its element of surprise?
Model Y Goes on Sale
Tesla has strategically reduced the prices of the Model Y, signaling an aggressive push to boost sales. For the rest of February 2024, customers can enjoy a $1,000 discount on the Model Y RWD and Long Range models. Tesla has also rolled out enticing incentives, such as free Full Self-Driving transfers, lifetime free Supercharging for early adopters, and additional discounts for early Cybertruck reservation holders.
Tesla investor Gary Black pointed out the potential missed opportunity for Tesla, suggesting that even a single Super Bowl ad could have significantly bolstered consumer interest in the brand and been cheaper than giving a discount. With a $7 million investment for a 30-second spot, Tesla would only need to sell an additional 875 vehicles, assuming a gross profit of $8,000 per car, to cover the ad cost. Black suggests that the resulting surge in consumer interest could far outweigh the immediate expense. In contrast, Tesla's current approach opts for a short-term sales boost, reducing the Model Y price by $1,000, equating to a $40 million monthly expenditure.
At $7M for a 30 second Super Bowl ad, $TSLA would have to sell 875 incremental cars (@$8k gross profit per car) to justify the cost of the ad. And the follow up interest from TSLA paying for a Super Bowl ad would be huge. Instead $TSLA cuts price by $1,000 per Model Y in the US… https://t.co/ZrqxUpRCcB
The transparency in Tesla's communication and its pricing strategy is designed to keep the sales momentum high, especially as competitors showcase their electric offerings through high-profile advertising campaigns. Despite not participating in the advertising blitz of events like the Super Bowl, Tesla remains steadfast in its approach, relying on direct communication and a robust offering of incentives to engage and retain customers.
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Tesla has finally launched a tow package for the refreshed 2024+ Model 3 in North America. While Tesla offered the tow package in the European and Asia-Pacific markets, this is the first time it has been made available in North America.
Until today, owners have had to use third-party hitch options, which do not support Tesla Tow Mode support or other features and can void your warranty.
Tow Package
The new package includes a high-strength steel tow bar, with the standard 2” receiver and 7-pin connector. As the package enables Tow Mode, the full trailer harness is also part of the installation.
As per Tesla’s specifications, this hitch supports towing up to 2,200 lbs (998kg), which is lower than the Model Y, Model S, and Model X, whose hitch supports up to 3,500 lbs (1,587 kg). You’ll need a 2” hitch and a ball of your choice to get towing with this new receiver, which neatly tucks away underneath a panel that’s accessible via two plastic bolts, similar to the rest of Tesla’s lineup.
The tow package neatly tucks away when not in use.
Not a Tesla App
You can purchase the Model 3 Tow Package for $1,300 USD or $1765 CAD on the Tesla store or through your Tesla app. Installation is included in the price, and the parts are shipped directly to your local Tesla service center, where they’ll be installed. However, delivery can take one to two weeks.
As a note, this package is only compatible with the 2024+ Model 3 RWD and AWD. The Performance model is not compatible, likely due to the larger rear motor's size.
Installation
The total package price also includes shipping to your local Tesla Service Center. In addition, Tesla will enable the config changes that will allow you to use Tow Mode. The entire process takes between 2 to 4 hours, depending on the scope of work, as some Model 3s will require additional harness wiring.
It’s nice to see Tesla finally adding this much-missed feature to the North American Model 3, as many customers have had to use third-party solutions up to this point. Now, anyone can tow light loads with the refreshed Model 3 while also keeping their vehicle under warranty and taking advantage of Tow Mode.
Tesla has partnered with XPEL, one of the leading manufacturers of automotive tints, for an OEM-approved window tint. Previously, Tesla did not approve window tints on its vehicles and had even denied warranty claims for window issues if the windows were tinted.
Over the past year, Tesla Service has stopped denying warranty claims for cracked windows caused by excessive motor force, factory misalignments, or other minor issues — even when window tints are applied.
XPEL / Tesla Partnership
With this partnership, Tesla owners can find window tints directly through the Tesla app, just like they’d find any other Tesla accessory. The difference is that the purchase is completed on XPEL’s website instead of through the Tesla app.
Tesla is essentially promoting the service and presumably making it an approved product. However, the Tesla owner also benefits from having a better warranty instead of just going through XPEL directly.
XPEL offers two official tints for all Tesla vehicles, including the Cybertruck - its Prime XR+ and Prime XR lines. The best part is that XPEL and Tesla’s combined warranty covers the cost of reinstallation if the glass is damaged under Tesla’s vehicle warranty, which means you won’t have to pay anything additional to get your tint replaced.
You can check out the official specifications of the two tint options below.
Prime XR +
Prime XR
Infrared Heat Rejection
Up to 96%
Up to 85%
UV Protection
Blocks 99% of Harmful UV Rays
Blocks 99% of Harmful UV Rays
Glare Reduction
Up to 95% Glare Reduction
Up to 95% Glare Reduction
Technology
Dual-Layer Nano Ceramic
Single-Layer Nano Ceramic
Vehicle tints, like the ones XPEL offers, have numerous advantages. They reduce cabin heat, block UV rays, minimize glare from external light sources, and increase privacy.
The order is placed through XPEL’s website, and then you will be referred to your local installer. They will conduct the installation, and then you’re set and ready to go - no payment is needed from the installer. The process takes between 1-2 business days, including time for the tint to fully set on the glass. This reduces the chance of the window tint peeling prematurely from your frameless window, which automatically lowers and raises when you open and close the door.
For now, this service is only available in the United States, and you can get referred to an XPEL official installer through the button on XPEL’s Partner website here. You can select the shade/tint percentage of your window film on the installation date.
Of note, windshield tinting is not available through the partnership program, but XPEL advises that your local installer can provide you with an additional quote on the day of installation.
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