Tesla is bringing back his referral program to Europe, a strategy that leverages customers' brand loyalty as it attempts to preserve market share and boost sales before the close of the first quarter of 2023.
The referral program follows Tesla's move to reduce prices in various markets, including Europe, China and North America.
New Tesla buyers in Europe can receive 100 Loot Box credits if they are referred by a current Tesla owner, who will receive 2.000 credits for the recommendation. If the referred customer delivers before March 31, 2023, he will get a bonus of 5.000 free SuperCharge kilometers, and the referrer will get 10.000 credits. Those credits can be redeemed for software upgrades, up to 10.000 free SuperCharge kilometers "and much more."
Tesla has never used traditional advertising, which is why the company has historically used its referral program to get its loyal customer base to endorse vehicles. Those rewards have changed in recent years. At certain times, owners could earn rewards such as the launch of a photo of their choice into deep space orbit, an invite to an upcoming Tesla event, or even free new Roadsters if they had accumulated enough referrals.
Tesla realized those extravagant rewards were starting to eat into profits, so the automaker put the program on hiatus in 2019 and came back with a more reasonable one that gives both referrer and referrer 1.000 miles. free ÜberCharge each.
This past November, Tesla launched a revamped referral program in the US that awards credits that can be used toward the purchase of Tesla solar products, such as the Solar Roof and Solar Panels. Tesla also launched in China a program called treasure box, which allows owners to earn credits that they can use to buy accessories like vehicle chargers, t-shirts, or shot glasses.
The move in Europe suggests that Tesla is trying to maintain, or even increase, its market share dominance.. Tesla was the most popular EV brand in Europe last year, with the Model Y and Model 3 leading the way with 138.373 and 91.257 sales, respectively. It was followed by the Volkswagen ID.4, with 68.409 units sold, the Fiat 500 electric, with 66.732, and the Ford Kuga plug-in hybrid, with 55.018 sales, according to Inside EVs.
Although Tesla was the most popular EV brand in Europe last year, it actually ranks behind the big multi-brand manufacturers.. The Volkswagen Group, which includes brands such as Audi and VW, has the largest market share for plug-in electric vehicles, with 20,6% of the pie. They are followed by Stellantis, the BMW Group and Hyundai, with 14,6%, 10,5% and 10,1%, respectively. Mercedes and Tesla are tied for around 9% of the market.
As of this week, Tesla has finally reached a production capacity of 5.000 vehicles a week at its Berlin gigafactory, a milestone that its CEO, Elon Musk, had initially promised by the end of 2022. Although the production numbers don't equate to sales, increased production in Europe may help the maker of automobiles to maintain their position and gain even more market share in the future.
The referral program isn't the only move Tesla has made to boost sales, especially ahead of quarterly results.. In January, Tesla lowered the prices of Model 3 and Model Y vehicles in the United States and Europe by 20%. Earlier this month, the automaker slashed the prices of the Model S and Model X in the United States as well.
In December 2022, Tesla also offered discounts of up to $7.500 for vehicles purchased and delivered before the end of the year, hoping to attract buyers who might otherwise wait until the new year, when the incentives would kick in. of the Inflation Reduction Law.
