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Tesla’s pricing strategy comes down to one key difference from its competitors

Credit: Tesla

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Tesla’s pricing strategy comes down to one key difference from its competitors, and as the automaker recently cut pricing for the fifth time this year, the method to its madness is being further examined.

Tesla’s most recent price cuts on Friday are a far cry from its most drastic, which came in January after the Model Y was discounted by $13,000, nearly 20 percent on some trim levels.

While legacy automakers are not prone to cut prices by that much, Barron’s notes in a recent article that substantial price cuts for these companies are usually $1,000, and not the $13,000 that Tesla is able to apply to its vehicles because of its dealership model:

“Tesla, of course, doesn’t have a traditional dealer network. It is both car maker and car dealer. That is one reason investors should expect more volatility from Tesla versus its competition. All of its discounts are visible. Dealer-related discounts rarely rise to become investor-level news.”

Tesla customers have a distinct advantage in terms of consumerism, as they avoid basically the most stressful part of car buying, and that’s pricing. All too often, people who are at dealerships to buy a car are stuck wondering if someone else bought the same model for a lesser price, if they should have haggled more, and if there was more negotiating to be done.

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The direct-to-consumer model has changed this.

The dealership model is not the only reason for the price cuts, but it is one major influence. Legacy automakers like Ford and GM are often cutting prices to clear their lots, bringing new vehicles to their inventories, and generating revenue for the larger corporation.

The reasoning for Tesla’s massive price cuts all depends on who you ask. Some analysts will say it is to recapture market share, and Tesla has the ability to control prices to manipulate competitors and consumer interest in their products. Others will say it is to counter weakening demand, although Tesla’s delivery figures increase quarter-over-quarter regularly.

Tesla price cuts have analysts split

Tesla can almost utilize its price cuts as a PR campaign. Meanwhile, an example of a BMW iX being cut by $10,000 without the customer asking was told by auto analyst Mike Ward. These stories do not make it to the media.

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Meanwhile, Tesla’s price cuts apply to everyone and these broad market adjustments make for mass exposure, showing the company reduces prices.

“I assume Tesla’s strategy is based on the assumption of customer retention,” Nicholas Colas of DataTrek said. “Car buyers are a notoriously fickle lot, with only about 50 percent brand loyalty at the next purchase. Maybe a new technology like EVs is different, with higher retention.”

Lower prices will impact Tesla’s margins, which are among the strongest in the industry. However, more important is the retention of its customer base and a growth in sales as it still is only delivering a fraction of what legacy automakers will this year, even if their figures count ICE vehicles.

I’d love to hear from you! If you have any comments, concerns, or questions, please email me at joey@teslarati.com. You can also reach me on Twitter @KlenderJoey, or if you have news tips, you can email us at tips@teslarati.com.

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Joey has been a journalist covering electric mobility at TESLARATI since August 2019. In his spare time, Joey is playing golf, watching MMA, or cheering on any of his favorite sports teams, including the Baltimore Ravens and Orioles, Miami Heat, Washington Capitals, and Penn State Nittany Lions. You can get in touch with joey at joey@teslarati.com. He is also on X @KlenderJoey. If you're looking for great Tesla accessories, check out shop.teslarati.com

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Twitter co-founder Jack Dorsey endorses Elon Musk Tesla pay package

Dorsey framed the pay package as an engineering and governance crossroads for Tesla.

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Twitter co-founder and Square CEO Jack Dorsey has publicly backed Elon Musk’s leadership ahead of Tesla’s pivotal shareholder vote, which is expected to be decided later today at the company’s 2025 annual meeting. 

Dorsey framed the pay package as an engineering and governance crossroads for Tesla.

Dorsey’s public nod framed as an engineering defense of Musk

In a post on X, Dorsey weighed in on Tesla’s post about being in a “critical inflection point.” As per the Twitter-co-founder, the vote on Musk’s 2025 performance award is not about compensation. Instead, it’s about ensuring the path for the company’s engineering in the coming years. 

“This is not about compensation. it’s about ensuring a principled (and exciting!) engineering approach to the company’s future,” Dorsey wrote on his post, later stating that users of Cash app with TSLA shares would be able to vote for the CEO’s proposed 2025 performance award. 

Elon Musk appreciated Dorsey’s endorsement, responding to the Twitter co-founder’s post with a heart emoji. Musk has been pretty thankful for the support for is fellow tech executives, also thanking Michael Dell recently, who also advocated for its proposed 2025 performance award.

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Musk’s support

While Elon Musk’s 2025 performance award has received opposition from proxy advisors such as Glass Lewis and ISS, it has received quite a lot of support from longtime bulls such as ARK Invest, and, more recently, Schwab Asset Management following calls from TSLA retail shareholders. 

“Schwab Asset Management’s approach to voting on proxy matters is thorough and deliberate. We utilize a structured process that focuses on protecting and promoting shareholder value. We apply our own internal guidelines and do not rely on recommendations from Glass Lewis or ISS. In accordance with this process, Schwab Asset Management intends to vote in favor of the 2025 CEO performance award proposal. We firmly believe that supporting this proposal aligns both management and shareholder interests, ensuring the best outcome for all parties involved,” Charles Schwab told Teslarati.

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Here’s what changed in the Tesla Cybercab since last year’s unveiling

The latest sightings suggest that the fully autonomous two-seater is now moving closer to production.

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Credit: wudapig/Reddit

An apparent production-ready prototype of the Tesla Cybercab has been spotted testing in public, and it revealed several subtle but notable design updates compared to its 2024 prototype. 

The latest sightings suggest that the fully autonomous two-seater is now moving closer to production.

Subtle design refinements

The new photo of the Cybercab prototype was initially posted on the r/TeslaLounge subreddit, where it proceeded to receive numerous responses. As per the user who posted the image, the photo was taken in California, and the vehicle was reportedly fitted with a steering wheel. 

Based on the image, the Cybercab appears to have received a revised tail design, which now rises slightly, likely to improve aerodynamics. Tesla also appears to have shortened the rear body panel below the lighting section. Other updates include a slightly redesigned rear bumper, red reflectors repositioned farther from the wheel arches, and unpainted side repeater cameras that seemed to have been moved slightly forward, likely for better visibility.

The Cybercab’s B-pillar has also been shifted forward and now sits slightly lower, accompanied by larger door panels that likely make entry and exit easier. The vehicle’s tires are no longer painted either, nor do they have an extended wheel cover. Interestingly enough, the prototype was also fitted with side mirrors, though these are likely just for regulatory testing purposes and would be removed in the vehicle’s final production version.

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An In-and-Out tease

At the end of October, the Tesla AI team teased some of the Cybercab’s progress with a lighthearted “Animal Style” Halloween post featuring the autonomous two-seater being driven through an In-N-Out drive-through by employees in costume. Longtime Tesla watchers noted that the In-and-Out photos continue a long-standing tradition of Tesla driving its prototypes through the fast food chain’s drive-throughs.

The In-and-Out photos of the Cybercab also revealed some updates that have been implemented on the vehicle’s front end. These included what appears to be segmented DRLs and headlamps, actual turn signals, and a splitter that’s a lot sharper. Some noted that the vehicle looks sharper than the prototypes from last year’s We, Robot event, but this also resulted in the Cybercab looking a bit less “Cyber” now.

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Tesla MultiPass in Europe expands, allowing ease of access to non-Tesla chargers

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Credit: TeslaCharging | X

The Tesla MultiPass program in Europe is expanding to new countries. The program was launched earlier this year to assist Tesla owners in having an easier charging experience at non-Tesla EV chargers.

In September, Tesla launched the MultiPass program to owners in the Netherlands, which aimed to enable charging for Tesla owners at third-party stations using the app or keycard. It was developed to avoid having to use multiple apps for each charging manufacturer.

Tesla launches MultiPass to simplify charging at non-Tesla stations

Both access and payment would be performed through the Tesla app, streamlining the entire process.

Today, Tesla expanded the program to Sweden, Germany, the United Kingdom, France, and Belgium, building on its initial rollout and partnering with companies like Fastned to improve EV roaming coverage across the continent.

The program is still in its early stages, and it appears to have some issues, which were highlighted by owners.

Some state that the different designs between chargers can create a bit of a hassle, especially as some do not properly display charging rates and inconsistent pricing displays.

Additionally, Tesla’s Trip Planner and other route planner integrations are not as descriptive as they should be, so some owners suggested reliability and visibility improvements.

Tesla partnered with Electrify America, Rivian’s Adventure Network, and other networks to expand charging availability and make options more readily available.

Tesla’s Supercharger presence in Europe has expanded quite a bit over the past few years, but EVs are much more prevalent there than they are here in the U.S. The company has done a great job of growing the Supercharger presence this year, and there are currently over 11,000 stalls on the continent.

This year, Tesla added 200 total stations and roughly 1,250 total stalls, a 16 percent increase from last year. Europe also has a high concentration of V4 Superchargers, as nearly 42 percent of the stalls on the continent are V4, giving higher charging rates of up to 500 kW.

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