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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Tesla recently showed off Giga Small Haus, an interesting new display project hosted at Giga Berlin. The small new house is located just outside the main entrance of Tesla’s Giga Berlin factory, with a Quicksilver Model Y parked inside.
Giga Small Haus is powered only by solar and Powerwall 3 - disconnected from the local grid and from Giga Berlin itself. It serves as a live demonstration of Tesla Solar and Tesla’s Powerwall battery backup.
Giga Small Haus
The centerpiece of the display is a Model Y in Quicksilver - a beautiful pick for a beautifully lit house. However, that’s not the real focus here - it's the Powerwall and Gateway on the wall.
The Powerwall is the focus of Giga Small Haus, and there’s a display with some additional information on the wall. Part of the display also includes a screen that displays the current output of the Powerwall itself versus the consumption of Giga Small Haus, as well as the input from solar.
The interior exhibit of Giga Small Haus
Not a Tesla App
The text on the exhibit is divided into several sections. Here’s a translated and edited version of what we can see from Tesla’s images. Some additional text is obscured. If someone visits Giga Small Haus, let us know.
Powerwall
Powerwall is a home battery system that stores energy from solar panels, the electrical grid, or during off-peak hours and powers your home during the day or during a power outage.
With Powerwall, you can use self-generated solar energy during the day and night, thus avoiding high electricity costs. You can also store excess energy produced during sunny periods for use during times of low production or power outages.
Key Features
Energy Storage: Powerwall stores excess energy from solar panels or the grid for later use or during power outages.
Backup Power: In the event of a power outage, Powerwall automatically switches to battery power to ensure continuous power supply.
Integration: Powerwall can be seamlessly integrated with existing solar systems and other power sources.
Scalability: Multiple Powerwalls can be installed to meet higher energy storage needs.
Smart Energy Management: Powerwall works with Tesla's software to optimize energy consumption and reduce costs.
How Powerwall Works
Storage: During the day, when solar panels produce more energy than needed, the excess is stored in Powerwall.
Usage: At night or during times of low solar production, the stored energy is used to power the home, reducing reliance on the grid.
Backup: During a power outage, Powerwall automatically provides power to critical circuits, ensuring continuous operation of essential appliances.
Benefits
Cost Savings: By storing and using solar energy, you can reduce your electricity bills.
Reliability: Provides backup power during outages, ensuring your home remains powered.
Sustainability: Promotes the use of renewable energy by storing excess solar production for later use.
Overall, Giga Small Haus is an interesting real-life demo of what Powerwall and Solar can accomplish. It would be neat if Tesla built more of these displays - perhaps near major Delivery and Service Centers and at Giga Texas, Fremont, Giga Shanghai, and other facilities. Many Tesla owners have yet to learn about and experience some of Tesla’s Energy products.
Tesla has added the Acceleration Boost option to the Tesla store for owners of the 2024 Model 3 Long Range - specifically owners in Australia and China. Acceleration Boost is an upgrade that provides a significant performance boost, drastically narrowing the performance gap between the Long Range and Performance versions of the same model.
This upgrade will likely become available in Europe, Canada, and the United States in the next few days as Tesla updates its shops globally.
Acceleration Boost
This new Acceleration Boost is retailing for $3,000 AUD, or approximately $2,000 USD. That’s the same price for current owners of older Model 3 or Model Y Long Range vehicles, which all have the option to purchase Acceleration Boost through the shop.
The boost provides improved 0-100km/h (0-60mph) performance, bumping the 2024 Model 3 LR from 4.4s to 3.8s. The 2024 Performance version comes in at a blazing fast 2.9 seconds, so while it isn’t equivalent to just buying a performance variant in the first place, it is still a noticeable and significant upgrade.
Performance variants also come with a different front fascia vent for cooling, performance drive units, sport seats, adaptive suspension, 20-inch wheels, and Track Mode V3. That’s a significant number of additional features in the $10,000 USD price difference between the Long Range and Performance versions.
Should You Buy It?
If you’ve purchased a Long Range model and are itching to go just that little bit faster at every red light, this is the upgrade for you. It previously came with the cost of slightly reducing vehicle range, but the Tesla store doesn’t make a note of reduced range this time around. The 2023 Model 3 and Model Y Long Range models had an efficiency loss of about 5% due to the additional always-available acceleration and cooling.
You could drive in Chill mode to mostly negate that efficiency loss, but what’s the fun in driving in Chill when you just got Acceleration Boost? Anyhow, the shop listing for the 2024 variant doesn’t include this detail, so it's possible Tesla may have worked some more engineering magic.
Overall, if you’ve got the $3,000 AUD burning a hole in your pocket, some Tesla referral credits sitting around, or just want to go faster, it's definitely an upgrade many users find valuable.
