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S532 # XS27
Apr 3, 2009
Could anyone post the full text of the original e-mail sent to Model S owners? I have seen only snippets in most of the news articles...


Word of mouth has always been a major part of how Tesla sales have grown. When I meet Tesla owners, one of the first things they often tell me is how they have convinced many others to buy the car.

As you may already know, Tesla does not advertise or pay for endorsements or product placement. Maybe by doing so we could sell more cars, but I don’t like the idea of trying to trick people into buying a product by false association. If you see somebody famous driving a Model S, it is because they genuinely like the car. If you see it in a movie or TV show, it is because the people associated with that production genuinely like the car.

Besides word of mouth, another way that our cars are sold is through stores. These will always be important to allow people to check out new models and ask our product specialists detailed questions. However, stores are quite expensive to set up and operate. In reviewing the Tesla cost of sales, we found that it is approximately $2,000 to sell a car through our stores, higher in some regions and lower in others.

Both ways of reaching potential customers are important, but, if we can amplify word of mouth, then we don’t need to open as many new stores in the future. So, we are going to try an experiment. This is similar to the customer growth program that I worked on at PayPal/X.com back in ’99. What worked for PayPal may not work for Tesla, but it is worth trying, as the net result would be lowering our costs by $2,000, allowing us to give that money to our customers.

From now through October 31st, if someone buys a new Model S through your link (--MY LINK--), they will get $1,000 off the purchase price and you will get a $1,000 credit in your Tesla account, which can be applied to a future car purchase, service charge or accessories. To put some limits on the experiment, each Tesla owner can grant a maximum of ten $1,000 discounts.

Just for fun, there will also be some things that money can't buy. If five of your friends order a Model S, you and a guest will receive an invitation to tour the Gigafactory in Nevada – the world’s biggest factory by footprint – and attend the grand opening party. This will be awesome. At ten orders, you get the right to purchase a Founder Series Model X, which is not available to the public, with all options free (value of about $25,000). The first person to reach ten will get the entire car for free.


Full details are here


No Roads
Supporting Member
Jan 18, 2014
10 signups = free Model X?

Botnet here we come... (kidding)

But seriously that's really low.

I want an S, but I'm sure I'll cope with an X...

the *first* person with 10 signups gets a free Model X.

anyone else with 10 signups gets the right to purchase a Founder Series Model X, which is not available to the public, with all options free (value of about $25,000)


Active Member
May 29, 2011
I'm long TSLA stock and have been an enthusiastic supporter but I don't like the "smell" of this referral program. Diminishes the brand and looks like a cheap marketing gimmick to increase sales (while the company repeatedly said that demand is not an issue). I've sold more than 10 cars since I got my Sig in 2012 .... because I believed in Tesla. Now, I'm less inclined to "recommend" the car to get paid for it. The only way this would make sense to me would be to close the galleries and use this program as a replacement. Then current owners showcase their cars and you get test drives at service centers. This would cut the cost of sales from 2K per car to 1K per car.
the *first* person with 10 signups gets a free Model X.

anyone else with 10 signups gets the right to purchase a Founder Series Model X, which is not available to the public, with all options free (value of about $25,000)

Yeah, I was making the point that there will probably be a competition to get 10 signups if a free Model X (value ~$100k fully equipped) is on the table, even if there is just one (possibly per region.) I think they need to reconsider that incentive because it is too strong for someone to simply send spam out to every email they can get hold of and see what sticks.

I'm not eligible, I don't own a Tesla yet. But I'm aware that many Tesla owners are engineers and programmers, so might have the resources, if they were a little, uhm, backhanded.

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