Tesla makes another U-turn on customer referral scheme

Ben StevensCompanies News

Tesla has made another dramatic U-turn on its consumer facing practices, announcing its set to bring back its referral programme after scrapping it in February.

The electric car retailer scrapped its customer referral programme, which offered a range of incentives, on February 1 following concerns they were beginning to drive up the price of cars.

These included VIP invitations, free Roadsters, six months free access to supercharger stations and even the option to launch a chosen photo into deep space orbit.

As part of its drive to dramatically reduce the costs of its vehicles to coincide with the release of the standard model Model 3, which represents Tesla’s attempt to break into the mass market with lower price points, Tesla scrapped both its referral programme and said it would shut all of its physical stores moving solely online.

READ MORE: Tesla makes dramatic U-turn on store closures

Just over a week later its chief executive Elon Musk announced a partial U-turn on the move, which was poised to reduce the price of its Model S, Model 3S and Model X by six per cent.

Instead, Musk said the prices will be reduced by three per cent, and only around half of its stores would close, and some high-visibility locations which had been closed due to poor performance would reopen with less staff and less inventory available for customers who wish to drive away from dealership.

Tesla has now made a similar U-turn on its referral programme, following a backlash from its customer base.

“While our previous Referral Program was very successful, it came with significant costs, and ending the program last year allowed us to pass those savings along to customers,” Tesla said in a blog post.

“We’ve since restructured the program to save the company money while also offering rewards that are super exclusive.”

Now customer who purchase a Tesla using a referral code will receive 1000 miles of free charging, and have the chance to win a new Model Y and a Roadster signed by Musk.

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Ben StevensCompanies News

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