Take its Model S all-electric sedan, which follows on the heels of its successful Roadster. The Model S was originally envisioned as going for around $60k, but Tesla has just announced that it will start at $57,400. If you throw in the federal tax credit of $7,500, the price drops to $49,900, allowing Tesla to promote the Model S as an under-$50,000 vehicle.
Tesla will also argue that the vastly reduced cost of charging the car versus traditional gas fill-ups will add to an owner’s savings and allow the Model S to compete with cars that have much lower price tags.
More details are expected on March 26th when Tesla officially unveils the vehicle. And what do you know? Coincidentally, that’s the same day Toyota lifts the media embargo for reviews of the 2010 Toyota Prius.
Pretty savvy, Tesla.