Tesla has been facing a slump in sales of its high-end models, the Model S and Model X. Year-over-year numbers reveal a 14% drop in global deliveries during Q3, with a total of 45,905 units sold in the first nine months of 2023, down 7% from last year. A stark contrast to its glory days when Tesla was able to sell approximately 100,000 units annually.
The company is also making all optional paint colors free
To combat this downward spiral, Tesla is going colorful. Previously, the automaker introduced an Ultra Red paint option, initially priced at $3,000. But as of September, Tesla decided to give its customers more bang for their buck by making all optional paint colors free. Additionally, substantial price reductions were applied to both models, ranging from $13,500 to $18,500.
This month, Tesla announced another strategy: the introduction of a Stealth Grey color option, replacing the existing Midnight Gray. Interestingly, this color is available only in North America and Asia, sidestepping the European market despite all vehicles coming from the same factory. The new hue made its debut on the Model 3 Highland version produced in Tesla’s Giga Shanghai factory, and it seems to be a hit.
Why is Tesla banking on color changes to drive sales? While price cuts might make the financial aspect more appealing, color options can offer an emotional connection or make a style statement. Though the success of the new Stealth Grey color remains to be seen, Tesla seems to believe that sometimes, beauty isn’t just skin deep—it’s paint deep.
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(Via)
