Open letter to Mr Elon Musk


Frankly I don’t know if this letter ever makes to your eyes Mr Musk, but I thought it’s better to aim for the star and hope it gets “high enough” in Tesla’s organisation – because the topic I want to discuss is very important.

In one single click of the mouse (on the “publish” button for the new Model S Design studio) all those years of effort it took Tesla Motors to build a reputation as a car manufacturer and gain customer confidence has become seriously damaged.

In Sweden -as in most of Europe- companies state the full price of items they are selling, including taxes and delivery fees. It is so customary most people actually think it is illegal not to do so.

Tesla Motors latest decision to publish “after incentives & gas savings” prices on the Design studio webpage made people I have spoken with literally laugh and question the seriousness of the company.

Before this change one could proudly say Tesla Motors’ way of selling directly to the customers was much better than going to your local car hustler and being deceived. Now several of our members are actually ashamed to show the Design studio to people interested in buying a Tesla – as even the lowest, most cheating car hustler in Sweden still states the full price for their cars! It feels like you have put a “virtual car hustler” on that page.

It is understandable that you want to show customers the great gas savings that can be made with Model S – it certainly is something to be proud of. However in Sweden -as in most of Europe- such information is stated after the full price! Not instead of.

This unfortunate change may be a result of cultural differences between USA and Europe, but here it sends the wrong signal to the average customer who may take this as a sign of a dishonest company! This is not the image Tesla Motors wants to have.

Please reconsider your decision about how prices are presented in Sweden -and other European countries- on your Design studio page. Please bring back the old way of stating the grand total for each model. Please restore consumer confidence in your company!

Best Regards,

/Tibor Blomhäll

President, Tesla Club Sweden

Tesla Club Sweden is an independent car club for Tesla owners and enthusiasts –


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  • bladh

    A very good and much needed letter. Now let´s all hope Tesla Motors is perceptive enough to make a change so they can continue making the big change of the world.

  • G F

    +1 Tibor!

  • vigge50

    Bra skrivet, hoppas det når Elon Musk. Ni kanske skulle nämna tesla motors och Elon Musk i inlägget så att det delas med dem

  • AndOne

    Word. As a P85D owner I think the former pricing setup (when I bought mine) were “as it should be”. Now it is just…. very wrong.

  • Kalle Centergren


    I hope they listen to this critesism and change it soon, the way it now is embarasing.
    I do not whant ppl to see the design studio now because i fear they will think Tesla is a unserius company.

  • Lasse Larsson

    The right thing to do. They need to change back so that Tesla don’t look a bad sales person.

  • Mats Mandegård

    +1 Tibor, I totally agree! Like a dark cloud on the otherwise blue Tesla sky.

  • Markus Ottosson


  • Kingsthrone

    Det är ju bara att ställa frågan. Vill man ha ett marknadssysten där prislappen på varor inkluderar eventuella framtida besparingar eller ett där prislappen anger vad man verkligen måste betala för produkten.

    Blir riktigt besviken på Tesla för det här.

  • Jonas Bylund

    I agree, and I hope they will fix this soon

  • Mathias Carlberg

    Yes must be fixed! Im on my second model S and not proud to point people to the design studio…

  • dogphlap dogphlap

    When Tesla introduced this change there was a lot of complaint in the USA and elsewhere. He said that because of the reaction the board had given the matter a lot of thought but would continue anyway. I agree this is a very bad practice that reflects badly on Tesla Motors, Mr Musk and even Tesla owners who feel somehow cheapened by it. I had recently put in an order for a 70D which I briefly considered cancelling because of this, even though the Tesla website in my country does not do this (it would be illegal here). I did not cancel my order. The strangest part of all this is it will not result in one extra order since no one is going to be fooled long enough to actually place an order without realising what is going on but it may well result in some potential buyers not placing orders because it makes Tesla look like the worst form of scam artist.

  • Bob

    There is definitely a culture clash here. It seems like you would prefer it if Tesla didn’t try to estimate your savings for you. They do tell you the full cash price. They are certainly not trying to deceive you at all. No American would think that they were (since the full cash price is listed). . . Maybe they need to make a special European version that doesn’t include the convince of trying to estimate your savings for you?

  • taliz

    Kanske något att ta upp med Tesla Sverige till att börja med Tibor?

    • Tibor Blomhäll

      Jo, det var där jag började. Sedan på Europanivå. Nu har jag eskalerat det lite :)

  • Top 12

    Big Deal ?
    Ja alla är olika och vi har ju yttrandefrihet.
    Själv tyckte jag det var bra med lite extra info. Tror inte någon missar vad slutpriset egentligen är?
    Kanske lite väl många punkter på typsnittet om man nu ändå skall passa på och klaga lite ;-)

  • Mattias Handley

    According to Swedish Law, ie Konsumentköplagen, prices shown to consumers must include taxes and show the actual selling price. Price deductions and “future savings” is nice, but should be displayed separatly

  • Andrew Sherwood Johnson

    Not a cultural difference … it is offensive in the US, as well. I’m a die hard Tesla fan, but had the same response you did.