The sponsorship program, which disappeared after more than a year, is back in a new version tested in China.
A pillar of Tesla’s long-standing business strategy, sponsorships or word-of-mouth have fallen out of favor in recent months. Suspended for just over a year, it is now back in a new lineup that will be tested in China. The United States and Europe don’t really benefit (or yet) from this return to sponsorship favor, but if Tesla is in the habit of harmonizing its practices around the world, current owners of Model 3s and other Model Ys have every reason to. stay tuned.
To understand the interest in sponsorship, you have to go back a few years, when the California manufacturer was not the first seller of electric cars in the world. In the absence of an advertising department or a marketing division, Tesla preferred to rely on the good word preached by its network of owners. The latter were invited to sponsor acquaintances, which could guarantee a bonus (most often charging kilometers to Superchargers) to both parties. Also note that in the heyday sponsorships were not limited by the number of goddaughters and could in some highly publicized cases lead to disproportionate rewards like… a new Tesla.
No Tesla to win
Of course, there is no such thing in the new co-op program proposed by Elon Musk’s vendors. The new sponsorship formula introduced by CNEVPOST draws the contours of a much less attractive offer, but above all a very random one. You must have at least 20 sponsorships in your account to be eligible for potential profit. From then on, the owner who does a good job as a Tesla dealer will be able to participate in… the lottery. Only if luck rewards his talent as a salesman will he qualify for the Holy Grail, which Tesla China says equates to “a visit to the Gigafactory in Shanghai, 50,000km of free supercharging, a voucher for Tesla merchandise and a 12-month lease of a Tesla Model 3 or Model Y Propulsion.”
Why this reversal of strategy and why now? Tesla always indicated that the interruption of the program was temporary and that it should lead to new adaptations. I.e. But at a time when the price of kWh is increasing, how to explain that it is suddenly back? Some gossip could suggest that the hasty return of sponsorship, especially in China, would be due to lower than expected sales figures. Additionally, Tesla just cut the prices of its Model 3 and Model Y by 5% and 9%, respectively. But this slowdown also affects Europe, led by France, where sales of brands have stopped since the general increase in prices. An obvious sign of this new situation: many Teslas are now in stock, even the Model Y, whereas at the beginning of the year it was necessary to wait several months before they were expected to be delivered.
Tesla’s sales figures and the results of the harmonization of its offer point to the return of the referral program in France. While waiting for its formalization, you can always try to guess what can be won.