Tesla has a seller account on Cars.com. But instead of selling its EVs directly through that well-known website, it redirects prospective buyers to its own online platform. It's an interesting decision, one that Elon Musk found out about from a Cars.com investor. Here's the gist of it.
Tesla might have a demand problem. It could also be trying some creative and cost-effective advertising. Whatever the automaker might be doing behind the scenes, one thing's clear: this is a first. Tesla has never sold new EVs through a third party.
Most of the units listed on Cars.com are Model 3s and Model Ys.
The former has already been renewed for the Asian and European markets, and people can order it. The "Highland" unit is also being tested on American roads. It has been spotted with the orange headlight markers that indicate an imminent US launch. It will probably follow the Cybertruck.
The latter is still awaiting the redesign process. It hasn't dropped the "faceless fish" look just yet. The brand focuses on the sedan before giving the upgraded treatment to the crossover SUV.
However, the Y could cement its position as a best seller when that finally happens. An improved suspension system, better seats, a better infotainment screen, interior lighting, updated sound insulation, and an exterior design refresh sound like quite the recipe.
But until the North American market gets to taste the facelifted Model 3 and see the incoming renewed Model Y, those looking to join Tesla's universe or upgrade their EV manufactured by the world's most valuable automaker must make do with the existing sedan.
Since information travels fast nowadays, most Tesla customers know that a new Model 3 exists. It might be very hard to convince them that the non-facelifted car could be a wise acquisition at this time. But nobody can blame the Texas-based brand for trying to shrink existing inventory.
Photo: CarWow
Although not even Elon Musk knew that Tesla began selling new EVs via Cars.com, the move does make a lot of sense. The link that takes curious car shoppers to the automaker's website indicates that Cars.com might get a referral bonus for any completed transaction.
The details of this collaboration are not publicly available, and Tesla is not known for communicating very well with the media. However, it does illustrate that the brand is trying to devise new ways to put more people behind the wheel of a recently made Model 3.
Whether or not this is a desperate attempt at finding more customers, the move is smart. Not only does Tesla reach more people than ever before, but it also proves that it's willing to get creative when the time calls for decisive action.
Couple this latest strategy with hefty discounts, attractive incentives like transferable free Supercharging for life, a dependable high-power charging network, the EV tax credit eligibility, and the absence of a middleman, and what you get is a company that tries every trick in the book to not only stay afloat but thrive.
It remains to be seen if it will work out, especially as we're nearing the year's end. But with the Cybertruck finally reaching retail customers and the imminent launch of the Model 3 "Highland," Tesla is securing a strategic way forward that will allow it to stay competitive. It will be a while before a serious contender will appear.
Car shows on TV and his father's Fiat Tempra may have been Florin's early influences, but nowadays he favors different things, like the power of an F-150 Raptor. He'll never be able to ignore the shape of a Ferrari though, especially a yellow one. Full profile
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