When Tesla first rolled out the offer of free lifetime Supercharging for the Model S, it created a buzz that captured the attention of car enthusiasts everywhere. Despite a fledgling charging network at the time, the promise of cost-free charging was an attractive incentive for prospective buyers. These early Model S vehicles with the lifetime Supercharging perk continue to hold significant value in the used car market even today. This remains true despite some of these older models, particularly those built before the end of 2015, having experienced a battery housing design defect. Nevertheless, if the battery has been replaced under warranty or by the previous owner, making the necessary adjustments, the value of these vehicles only increases.
Tesla’s enticing offer extended to the Model X as well, making it available with free transferable Supercharging until March 2017. Now, Tesla is setting the stage to attract American and European buyers once more by offering free Supercharging for its premium models, the Model S and Model X. This strategy is partly an effort to boost sales, as these models only account for a small portion of Tesla’s overall sales. The recent price hike of the Model X, pushing it past the federal tax credit threshold, suggests Tesla is maneuvering to compensate for potential changes in EV tax credit policies anticipated under the new administration.
However, the free Supercharging deal today is not quite the same as the original offer. The current deal comes with specific conditions. The complimentary Supercharging is not transferable to another person or vehicle; it remains attached to the original owner’s Tesla account. This means that even when the car is sold, the free charging benefit does not follow. This policy helps maintain the resale value of the vehicle over time, as only the original owner will benefit from this offer.
Tesla has implemented similar measures for all recent deals involving free Supercharging, extending even to the Cybertruck and several time-bound promotions created to clear inventory in recent quarters. This strategic approach ensures that the appeal of acquiring a Tesla with Supercharging benefits remains strong while managing the costs and potential for overuse associated with unlimited free charging.
In summary, Tesla continues to innovate not just in vehicle technology but also in how it engages its customer base, balancing enticing offers with business acumen. The allure of free lifetime Supercharging, even with some strings attached, remains a noteworthy aspect of its market strategy, poised to keep Tesla vehicles in demand among car buyers looking for value and sustainability.
