The company also has a passionate fan base who defend and love the electric cars they drive, acting as Tesla's own grassroots advertising campaign.
Despite all this Tesla still doesn't make a profit.
In their second financial quarter from this year, Tesla revealed a $408 million loss with nearly $6.5 billion in revenue. With so much revenue, but with the company still seeing losses, Tesla is now be making it more expensive to purchase one of their vehicles.
To start, Tesla is increasing the price of their starter model, their Model 3, by around $1,000. The company says they are also increasing the model's overall range, by 10 miles or so, but most believe this doesn't cover the entire price increase.
The company is also changing the overall purchasing process. Returned cars cannot be canceled anymore, nor can they exchanged once returned. The consumer can't then order a car with "the same trim" for a year.
The company also adds: "if you are found to have abused this policy or have acted in bad faith, you will be prohibited from purchasing any vehicle for a period of 12 months."
In addition, it's being reported that Tesla no long allows refundable deposits and will now charge $100 non-refundable fees with new orders. This is a clear effort to prevent consumers from putting down a deposit and then changing their minds.
Previously the company had focused on making their car-buying process very simple. Their retail platform made it easy for consumers to pay their deposit, get financing and set up the delivery and if a consumer decided otherwise they could cancel their order and get their money back.
If a Tesla was delivered and the consumer made the choice to return it the company would take the return with seven days.
Since Tesla doesn't have many physical retail locations this process made consumers feel more comfortable when buying online.
These changes to what had previously been considered a positive might indicate deeper changes at Tesla. The company may now feel they don't need to be as accommodating to consumers especially since the demand for their cars is high enough. Tesla may also just need to increase their revenue.
As the company isn't losing its fans and customers anytime soon they just need to find new ways to bring in more money.
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