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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According to a report from Reuters, obtained from three sources with inside knowledge, Tesla is delaying the launch of its more affordable model - the cheaper variant of the Model Y. Tesla has promised the launch of a more affordable model in the first half of 2025, but we have yet to see anything come to light.
Tesla has been especially secretive with new product launches - the fact that nobody leaked the announcement of the Robovan or the final design of the Cybercab for We, Robot shows Tesla’s commitment to keeping things under wraps.
Tesla’s Affordable Vehicle Plan
The Reuters report sheds some light on what Tesla's immediate affordable vehicle plans might actually entail with a changed approach: a stripped-down version of its best-selling Model Y SUV, internally code named E41. This approach seems to align with earlier speculation that Tesla might opt for more affordable versions of existing platforms rather than launching an entirely new vehicle like the often-rumored "Model Q" or "Project Redwood."
According to Reuters' sources, the US production launch for this cheaper Model Y has slipped. Instead of the first half of 2025, the target for the start of US production is now reportedly somewhere between Q3 2025 and early 2026. The specific reason for this delay wasn't made clear in the report.
‘E41’ Speculations
Despite the delay, Tesla appears to have set a production target for the vehicle in the US, aiming for 250,000 vehicles in 2026. This suggests that Tesla is banking on this being a high-volume vehicle, and expects significant demand at the price point. The report also reiterates previous accounts that this affordable Model Y variant is planned for eventual production in China and Europe as well.
Sources familiar with the Chinese plans indicated a 2026 launch there, with the vehicle potentially being smaller and costing 20% less to produce than the current refreshed Model Y. The timing for a European rollout remains unclear, but would likely follow a Chinese launch.
Affordable Model 3
Interestingly, the Reuters report also mentions, based on the three sources, that Tesla is planning a similar strategy for the Model 3, intending to launch a bare-bones version. This will likely be an even more cut-down version of the Mexican Model 3. This further supports the idea that Tesla's path to affordability, for now, involves cost-optimizing its existing popular models.
These more affordable vehicles will be crucial for Tesla. The company reported its first annual delivery decline recently, and faces analyst expectations of another drop this year. Factors cited include increased Chinese competition and potential brand reputation impacts. A cheaper Model Y and Model 3 could help attract new customers.
Strategy Pivot
This strategy also exists in the context of Tesla's potential pivot away from a dedicated, all-new $25,000 platform. Elon had previously indicated that the project was deprioritized in favor of focusing resources on developing the Robotaxi network and Cybercab.
The E41 and cheaper Model 3 appear to be the revised approach to hitting lower price points using existing manufacturing lines and platforms, albeit likely not reaching the originally hoped-for $25,000 base price - perhaps after the Federal EV Rebate.
Tariff Impact
Finally, the report touched upon the challenging geopolitical and economic landscape, particularly potential US tariffs. Automakers are wary of rising costs from tariffs on imported vehicles and parts. Tesla has reportedly increased its North American sourcing for many components over the past couple of years, a move that could lessen the tariff impact on a US-produced E41.
This contrasts with recent reports suggesting Tesla suspended plans to ship some components from China for the Cybercab and Semi programs, specifically due to tariff concerns. This highlights the complex supply chain calculations Tesla is making as it tries to balance production cost, tariffs, and vertical supply chain integrations.
With Tesla's Q1 2025 earnings call scheduled for Tuesday, everyone, including us, will be keenly listening for the next steps on these crucial affordable models.
Tesla has been quietly building something pretty unique on the streets of Hollywood—and we’ve been keeping a close eye on it. That’s right: the long-anticipated Tesla Hollywood Drive-In, Diner, and Supercharger is shaping up to be one of the most creative approaches to EV charging yet.
But this isn’t your average Supercharger site. It features a retro-futuristic, 24-hour diner and an outdoor movie theater, blending the charm of the 1980s with the tech-forward vibe of the 2020s.
Tesla hacker Greentheonly managed to spot some new evidence of changes within Tesla’s 2025.8.6 software build, which includes a new modal for “Charger Diner Controls”. While there isn’t anything to activate this new modal just yet, it is an indication of how Tesla intends to integrate the experience right into each and every Tesla.
The text in the modal reads: “Plug in, place your order, recharge” - which means that once you arrive and are plugged in, you’ll be able to place your order - and likely pay through Tesla’s payment system. It seems like this will all be done through either the Tesla app or the vehicle’s tocuh screen. No need to fumble with a separate app or pull out your wallet.
This is definitely a level of integration you just can’t have anywhere else - and just like any other Supercharger site, the Tesla Diner will appear as a suggested site for charging when you’re navigating or looking around the Hollywood area.
This is our best look yet at the two 45-foot LED screens at @Tesla's upcoming Hollywood diner and Supercharger.
We can also see the second Supercharger lot on the left with solar canopies. This will be one of the largest Supercharging spots in North America. pic.twitter.com/aWUe67M5vw
Those two absolutely gigantic 45-foot LED screens have now been turned on for the first time, meaning that Tesla is likely close to opening the Supercharger site. The screens were spotted displaying some test patterns, as well as some Tesla-themed content. It really brings the construction site to life - and it's the clearest sign that the Diner is well on its way to completion.
We’re hoping that this first Tesla Diner sees plenty of success - and that Tesla begins opening more of these types of facilities throughout North America, and eventually globally. Given Tesla’s penchant for unique Superchargers, we imagine this could truly be the case one day.
![Tesla’s Hollywood Diner: In-Car Controls & Theater Screens Turned On [VIDEO]](https://www.notateslaapp.com/img/containers/article_images/2025/tesla-diner.webp/3aaa2ea0edf2eaa0fabe1217530f3476/tesla-diner.jpg)
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