In a bid to rekindle the allure of its flagship Model S and Model X, Tesla has unveiled a strategic move – introducing a captivating new paint color. These premium models have faced declining sales in recent times, prompting Tesla to seek creative solutions to reinvigorate the market’s interest.
During the third quarter, global deliveries of the Model S and Model X experienced a 14 percent year-over-year dip, with total deliveries reaching 15,985 units. The nine-month summary for 2023 also reflects a downturn, standing at 45,905 units, down 7 percent year-over-year. A stark contrast to Tesla’s golden years when it was consistently selling around 100,000 units annually.
One of Tesla’s tactics to make the Model S/Model X duo more appealing was the introduction of new paint colors. In March, the company unveiled the striking Ultra Red paint color, initially priced at $3,000.
Fast forward to September, all optional paint colors became complimentary, accompanied by substantial price reductions ranging from $13,500 to $18,500. This transformative shift even made one of the Model X versions eligible for the federal tax credit. Although there was a recent price increase for the Model X Plaid, the overall offer now stands as a compelling proposition compared to previous months.
The latest endeavor to elevate the appeal of the Model S and Model X is the launch of the all-new Stealth Grey paint color, taking the place of the Midnight Gray option. Tesla has officially made this fresh hue available for the Model S and Model X in North America and Asia, although conspicuously absent is any mention of Europe, despite these vehicles originating from the same factory.
The existing palette of paint colors includes Pearl White Multi-Coat, Solid Black, Deep Blue Metallic, and the aforementioned Ultra Red.
Stealth Grey emerges as one of the most visually enticing options, though aesthetics remain a subjective matter. This paint color made its debut on the Tesla Model 3 Highland version manufactured at the Giga Shanghai factory. While there are numerous video examples showcasing the stunning Stealth Grey Model 3, it remains to be seen whether the color will be identical or slightly different for the Model S and Model X, despite carrying the same name.
