Tesla's Free Unlimited Supercharging: A Strategic Move for 2017-2019
Tesla's use of the 'Free Unlimited Supercharging' perk during 2017-2019 was a strategic marketing move aimed at boosting sales of its top models, particularly the Model S and Model X. While this offer was initially a significant advantage for owners, it became more nuanced as the years progressed, reflecting a broader strategy for maintaining customer loyalty and selling inventory.
During the initial years, 2017 to 2019, 'Free Unlimited Supercharging' was a key selling point for Tesla. This benefit not only attracted new customers but also ensured that these expensive but cutting-edge vehicles stood out in a crowded market. However, Tesla understood that this perk was not sustainable for everyday use, as it could potentially harm the battery performance. The company’s approach was to offer it as a marketing lure, tempting buyers to choose the Tesla in a crowded field of options that included cheaper alternatives like the Toyota Corolla or Honda Civic.
Key Takeaway: Free Unlimited Supercharging was a clever marketing tactic that amplified Tesla's allure, but it was designed to be used sparingly and strategically rather than as a daily convenience.
Tesla's Guiding Principles for Free Supercharging
Tesla's marketing strategy was not only to attract new customers but also to encourage responsible behavior from their energy-conscious buyers. The company's insight was that most Model S and X owners would use home charging for about 90% of their needs, thus justifying the high-end nature of the vehicles. This principle remains relevant today as Tesla continues to fine-tune its battery management systems and offers detailed information to customers about optimal usage patterns.
The Recent Revival of Unlimited Supercharging
Following a brief hiatus, Tesla has decided to bring back the 'Free Unlimited Supercharging' benefit for new Model S and Model X buyers. This decision reflects a strategic shift towards boosting the desirability of these models as inventory vehicles, especially in times when market conditions may impact sales. The move also underscores Tesla's commitment to maintaining a strong brand image and customer loyalty by aligning with its core values of innovation, sustainability, and responsible usage.
Impact and Reflection
The introduction of 'Free Unlimited Supercharging' for new Model S and Model X buyers is likely to create a small yet positive boost in sales. Buyers who are looking for a premium electric vehicle might find the perk appealing enough to consider the Tesla over more affordable alternatives like the Toyota Corolla or Honda Civic. While the financial benefits of the perk may not be significant, the psychological and perceived value might sway some buyers.
It's important to note that, as in the past, the practical use of this benefit would remain limited. The true value lies in the prestige and innovation associated with owning a Tesla. For instance, a 100k BMW or Mercedes almost costs the same amount, making it more about perception and brand alignment than practical financial savings.
Conclusion
Tesla's strategy of offering 'Free Unlimited Supercharging' during 2017-2019 was a masterful blend of marketing and practicality. While the benefit adorned the cars, its real value lay in the broader strategic goals of attracting new customers, boosting sales in competitive markets, and nurturing customer loyalty. As Tesla continues to evolve its offerings and marketing strategies, this tactic remains a fascinating case study in the intersection of technology, marketing, and consumer behavior.