Tesla has surprised a number of people with offers through which those interested could buy the Model S, or Model X for up to $30.000 less than their regular retail price. The chosen channel for the offer is email. Several individuals have received the message, some of which are part of the Tesla Motors Club. Upon finding it in their inbox, some of them have posted it online.

The email writes:

“I’m reaching out because we just announced an incentive on Model S and Model X P100D that I thought you may be interested in.

We are offering showroom incentives up to $30,000 off the original configuration price. This means you can lease Model S P100D for $1,500/month and Model X P100D for $1,600/month with 10,000 miles per year. Alternatively, we are offering .99% APR financing or a cash purchase with the discount. These incentives are available for deliveries by September 30th, 2017.

Lastly, we’ve reintroduced the Tesla Referral Program. You will receive a $1,000 credit towards the purchase of either a new Model S or Model X and Free Unlimited Supercharging.

It would be my pleasure to help you explore the options for a new Model S or Model X. If you are interested we can schedule a time for a call or if it is more convenient we can communicate via email.”

The emails have aroused the curiosity of Tesla fans and environmentalists all over the world. Most speculations point to the fact that the company may be attempting to increase its sales in the third quarter, which ends on the 30th of September. Furthermore, there are some who consider the fact that the surprise discount offered by Tesla is a result of the slow sales of the S and X, after the release of the Model 3.

However, one thing is clear: Tesla is focused on the long-term. The difficult balance between the corporate goals that span over several years, and the investor’s need for fast profits, can sometimes create erratic marketing strategies. The company is known to use a variety of tricks in order to boost its quarterly sales, in order to control the number of vehicles sold and, through this, the prices of its stocks.

The fact that, while the company does offer discounts for the performance versions of the model S and X, the vehicles are still expensive, even with the deal that Tesla offers. While there are several possible theories that could explain Tesla’s decision, the fact that the company apparently offers the largest discounts to the models with the highest mileage is interesting, when considering that these cars are also available for immediate delivery.

A member of the Tesla Motors Club forum wrote that the decision may be quite natural, considering the company’s position. He argued that the discounts only apply to the more expensive models, after Tesla sequentially increased the base price of the vehicles, through various upgrades.

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