Tesla has launched a new “Ownership Loyalty Program” in China that offers existing customers a 50% discount on the company’s Full Self-Driving (FSD) upgrade, among other things (via Not a Tesla App).
FSD is an optional add-on comprising a suite of advanced driver assistance features. It costs $12,000 USD in the U.S. and 64,000 Yuan in China.
Existing Tesla owners can’t transfer the FSD upgrade they’ve bought for their existing car to one they upgrade to, so the discount also addresses that common gripe to an extent.
The discount is available for all existing Tesla owners in China, regardless of whether or not they’ve purchased FSD on their current vehicle. In addition to knocking 32,000 Yuan off the price of FSD, Tesla’s new Ownership Loyalty Program also offers 15,000 km worth of free Supercharging and a free home charging package valued at 8,000 Yuan.
Tesla sold 30,000 cars in China last month and reported $3.8 billion in second-quarter revenue from the region. During the first half of this year, Tesla’s Model Y dominated China’s luxury SUV market and sold 189% more units year-over-year.
Tesla is no stranger to running promotions in China. The company offered several free Enhanced Autopilot promos to Chinese customers last year, as well as free Supercharging for some holidays.
An FSD discount, however, is new. Tesla hopes the initiative will help it retain more of its older customers as they start looking to upgrade their cars.
The FSD discount is valid on orders placed until September 30, 2022. Whether or not Tesla plans to expand this promotion to other regions remains to be seen.
