Ah, the secret weapon

Remember? Musk said in February that he has a secret weapon (skip to 55:52) to boost demand AND screw around with the dealer lobby, and he said he might deploy it later in 2015, though it wasn’t totally necessary. TeslaMondo figured the company’s new pop-up mobile stores comprised the secret weapon. Well, the new referral program — through which Model S owners get $1,000 in “store credit” for referring a customer through an authorized link, and the new customer also gets $1,000 off the selling price — seems to fit the description just as well.

This experimental program probably serves three functions:

1. A preemptive move to ensure continued Model S demand under the shadow of mighty Model X. Seriously, what if that thing is too good? Note that the grand prize in this referral program is a Model X, not a Model S. Insert dragnet theme here.
2. And, as Musk is telling the press, amplifying word of mouth in lieu of expensive storefronts and the associated legal agita.
3. Bonus: It gives Tesla shorts something to squawk about. Could this be the first crack in the dam? Oh goody!

Well, one thing is for sure: Surveys suggest Tesla owners like to proselytize*. When a survey arrives, they don’t ignore it. Surely they radiate enthusiasm with friends/family/coworkers too. Now they can get paid for their enthusiasm.

*Strategic vision (second year at top of charts)
*Consumer Reports sales survey (second year at top of charts)
*Consumer Reports service satisfaction survey

Tesla referral program TeslaMondo

Nefarious scenario 1: A fleet order becomes a massive “referral” for the company head.

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6 thoughts on “Ah, the secret weapon

  1. Tom Villars says:

    With all the focus on the Model S lately people are losing sight of what Tesla is now likely to announce during the next quarterly update on 8/5 (Wed). Elon always likes to make a splash during this conference calls and if all the Model S news has already been announced then the Model X is all that will be left to talk about.

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  2. Biff says:

    Hey man, just wanted to say I have followed your insightful discussions with pleasure. Not sure if you have a Tesla but if not I could help you out with a nice little referral bonus if you are interested, or maybe you know others that might be looking? Thanks for listening. Have to email blast the rest of my address book. (unless of course this could be a nefarious scenario. What the heck IS a nefarious scenario??) Regards.

    Liked by 1 person

  3. […] Pop-up Tesla stores… popped up a couple of months ago, and there was some speculation that they might be the secret weapon, but it never seemed to really connect. Now, Tesla has announced a referral program, and I think this is very likely what Elon was… referring to. (Tip of the hat to TeslaMondo.) […]

    Like

  4. […] Pop-up Tesla stores… popped up a couple of months ago, and there was some speculation that they might be the secret weapon, but it never seemed to really connect. Now, Tesla has announced a referral program, and I think this is very likely what Elon was… referring to. (Tip of the hat to TeslaMondo.) […]

    Like

  5. […] Pop-up Tesla stores… popped up a couple of months ago, and there was some speculation that they might be the secret weapon, but it never seemed to really connect. Now, Tesla has announced a referral program, and I think this is very likely what Elon was… referring to. (Tip of the hat to TeslaMondo.) […]

    Like

  6. […] Pop-up Tesla stores… popped up a couple of months ago, and there was some speculation that they might be the secret weapon, but it never seemed to really connect. Now, Tesla has announced a referral program, and I think this is very likely what Elon was… referring to. (Tip of the hat to TeslaMondo.) […]

    Like

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