That perk is available only when you lease an electric vehicle through a local dealership. Tesla's direct sales model limits that credit to purchased vehicles, which requires Tesla to actually sell its "leased" vehicles and buy them back.
This isn't much of a problem for Tesla as it competes against gas-guzzling luxury vehicles, but it becomes a little more problematic when BMW and Mercedes-Benz begin introducing their in-house electric models. BMW's i3 just entered its first month of sales, while its i6 supercar aims for the top of the luxury market. Mercedes, meanwhile, just announced the pricing of its B-class vehicle that's slated to hit U.S. showrooms in California, Connecticut, Maine, Maryland, Massachusetts, New Jersey, New York, Oregon, Rhode Island and Vermont in July.
Both have built-in brand recognition and prestige, both have loyal U.S. customer bases and both have traditional leasing options that will allow current customers to transition with ease and collect their $7,500 credit. Naturally, the auto leasing establishment sees an advantage for BMW and Mercedes over Tesla.
"A standard lease program would benefit customers and help Tesla grow its brand further and compete against other luxury makers that are now focusing on EV technology," said Scot Hall, executive vice president of Swapalease.com. "Look at the success luxury brands such as BMW and Mercedes-Benz have had as a result of their lease programs, which see between 50% to 70% lease rates for higher-end models. These lease programs have played a large part in the growth these brands have enjoyed over the years, particularly as they introduce EV models to compete against Tesla."
Tesla came this far without following convention, though. There were no Christmas commercials with a bow on its car (or commercials in general), no ads on the back of hockey programs, no James Bond product placement and no outpost in the nearest automall wondering how you can help it help you into a car today.
Unless you are a business, you can't "lease" a Tesla as you'll be able to do with a BMW or Mercedes, but you can lease a Toyota Prius and that's not stopping the company from poaching Prius buyers left and right. Yes, the Prius sold 234,000 cars last year -- three times as many as Tesla has sold in its lifetime -- but it's also about three times less expensive and is still watching its former customers make up about 15% of Tesla's conquest sales. Prius leases do not qualify for the tax credit. Only purchases of the plug-in Prius can qualify.
Tesla has cachet of its own, and isn't concerned about what a lack of conventional options will do for its business. Just as Apple didn't seem all that concerned about record store buying habits when launching the iPod in 2001 and Netflix wasn't worried about Blockbuster's tactics when its DVD-by-mail service begat streaming, Tesla doesn't concern itself with how established automakers are going to defeat it with their old tools. BMW, Mercedes and Toyota have scarcely reached the electric vehicle stage, never mind the lease portion of it.
Like Tesla's Model S before it, the Resale Value Guarantee is a bit different. For those who don't fear change, however, it's a means to an end.
-- Written by Jason Notte in Portland, Ore.
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