Tesla has reintroduced its owner referral rewards program in China, offering discounts on paint options to encourage vehicle purchases amid continued sales pressure in the country, the world’s largest electric vehicle (EV) market.
From June 5 to June 30, customers who buy Tesla vehicles through a referral can receive a discount of RMB 8,000 ($1,110) on paid paint finishes, according to an announcement on Tesla’s official Weibo account. Referrers, including existing Tesla owners or customers who have placed orders but not yet taken delivery, will earn Tesla points valued at RMB 800 per successful referral.
The program covers Tesla’s Shanghai-made Model 3 sedans and Model Y SUVs, as well as imported Model S and Model X vehicles. Typically, Tesla offers a free standard paint color in China, with additional colors available at a premium. For example, the Model Y’s free color is gray, while other finishes like white, blue, and black cost RMB 8,000, and red or silver paint options cost RMB 12,000.
Tesla has periodically launched and paused referral programs in China over the past several years as part of its strategy to stimulate demand. The company first discontinued the China referral rewards in September 2021 as customer interest grew, and last reinstated them in November 2023, offering smaller discounts and software trials.
The relaunch of the program comes amid a persistent decline in Tesla’s sales in China. Data released by the China Passenger Car Association (CPCA) shows Tesla sold 61,662 vehicles in May, including both domestic sales and exports, marking a 15.03 percent drop from the 72,573 vehicles sold in May 2024. However, this figure represents a 5.48 percent increase from April’s sales of 58,459 units.
This decline extends Tesla China’s year-on-year sales decrease to eight consecutive months since October 2024, according to data compiled by CnEVPost.
In the first five months of 2025, Tesla China sold 292,875 vehicles including exports, down 17.64 percent from 355,616 units during the same period last year. Retail sales within the domestic market for the first four months stood at 163,338 units, a slight year-on-year decrease of 0.31 percent.
Nimesh Chauhan, Holman’s Customer Success Director, previously noted in another fleet-related context, “It’s been our task to ensure that when these vans start work, everything is in place for them to succeed and for drivers to have everything they need so there is no drop-off in operational capability.” Although not related directly to Tesla, this highlights the automotive industry’s focus on smooth transitions in fleet and sales strategies.
