Tesla Model 3 promotional material is fairly rare since Tesla CEO Elon Musk insists that the automaker is “anti-selling” the vehicle since having received around 400,000 reservations for it during the first few months after the unveiling. Nonetheless, it looks like Tesla is now marketing the vehicle at its retail locations in certain markets with a new promotional video. Tesla released two promo videos when first introducing the car in March 2016. They accepted to give Motor Trend access for a photoshoot with the car at the Gigafactory right after the unveiling, but aside for a few outings at unrelated Tesla events, that was the extent of Tesla’s promotion of the Model 3.
The company reportedly limited Model 3 sales to its internal team in the past and didn’t provide incentives for Model 3 sales regardless of the configuration. Elon Musk once told the press his company was doing what it could to “not sell the car.” Now that production is largely in check, though, it appears ready to start its sales pitch in earnest. Sources have claimed that Tesla is both “starting to build” its North American test drive fleet and offering incentives to stores that sell the Model 3 in Performance trim.
This would still represent a marked change in tone for a company that was practically trying to scare customers away. It’d also signify that Tesla is ready to move beyond the pre-order crowd and establish healthy long-term sales, even if it’s likely to be a long time before you can avoid the queue.