Tesla offers a free option on Model 3 and Model Y

Tesla has just launched a particularly interesting flash promotion in the United States: a free option of your choice on all in-stock Model 3 and Model Y vehicles. The offer is simple: a free premium paint or premium interior, depending on the configuration that saves you the most. With up to $2,000 in potential savings, this promotion is sure to attract undecided buyers.

The deadline? February 2, 2026. In other words, you need to decide quickly.

I analyzed this offer to understand the business strategy behind it and, more importantly, to see if it could apply to French buyers. Let’s break down this promotion together and what it reveals about Tesla’s methods.

A targeted discount on premium options

The mechanism is quite clever: Tesla automatically offers the most expensive option among those available on the in-stock vehicle you choose. No promo code or special action is needed; the discount appears directly in the online configurator.

Specifically, here’s what you can save:

• Paint Ultra Red: $2,000 in savings
• Interior Black and White: $1,000 in savings
• Other premium paints (Quicksilver, Midnight Cherry Red): between $1,000 and $2,000

To take advantage of this offer, there are a few conditions to meet. First, it only applies to in-stock vehicles – so it’s impossible to configure a custom vehicle. Second, delivery must be completed by or before February 2, 2026, which leaves very little time.

Naturally, stock varies by region and configuration. If you’re looking for a specific combination of interior options available on the Model Y, you might have to make some compromises. But for those who were hesitant to splurge on a distinctive body color, this is clearly an opportunity not to be missed.

A well-oiled end-of-quarter strategy

The timing of this promotion is no coincidence. We are less than two weeks away from the end of the first quarter of 2026, a crucial period for Tesla, which needs to present its quarterly delivery figures to investors.

I’ve been observing these promotions for years, and Tesla is clearly refining its strategy to maintain its volumes. The brand regularly uses this end-of-quarter tactic to boost sales and clear available stock.

What makes this period particularly interesting is the combination of incentives currently available:

• Free option (until February 2)
• Free FSD transfer (until March 31)
• U.S. federal tax credit based on model eligibility

In a context where the American electric vehicle market is facing increasing competitive pressure, Tesla is leveraging multiple strategies to remain attractive. This aggressive commercial approach also shows that the brand maintains comfortable flexibility with its pricing.

The direct sales model as a lever for flexibility

No intermediaries, maximum responsiveness

One of Tesla’s big advantages is its direct sales model. Unlike traditional manufacturers who have to go through a dealership network, Tesla fully controls its pricing strategy and can adjust its promotions in real-time.

This operational flexibility allows the brand to precisely target excess stock by region. When a color or configuration accumulates in a warehouse, Tesla can instantly highlight it with a targeted promotion.

For traditional manufacturers, the process is much more cumbersome:

• Communication to dealerships (sometimes hundreds)
• Negotiation on intermediary margins
• Complexity of discounts and conditions
• Implementation delays

With the mobile app and website as unique channels, Tesla can deploy a national promotion in a few clicks. This commercial agility is a real asset that I observe with each new promotion – and a significant competitive advantage.

The end of FSD transfer, another commercial lever

In parallel with this options promotion, Tesla is maintaining the ability to transfer Full Self-Driving from an old vehicle to a new one for free until March 31, 2026. This is an important deadline to be aware of.

Why this deadline? Tesla is gradually removing this FSD transfer option to direct owners towards its subscription model only. The brand clearly wants to move from a one-time purchase system to recurring revenue.

For current owners who have invested in FSD (often several thousand dollars), this is the last chance to transfer this option to a new vehicle. The incentive is therefore particularly strong for this segment of buyers.

So we have a two-tiered strategy:

• Short term: free option until February 2
• Medium term: FSD transfer until March 31

These two combined offers create a real window of opportunity for certain buyer profiles, especially those who already own a Tesla with FSD and are hesitant to upgrade their vehicle.

What about the French and European markets?

No official confirmation for Europe

Let’s be clear: this offer is currently limited to the American market. There is no official announcement for France or Europe to date. It’s important to specify this to avoid any disappointment.

That said, I’ve observed in the past that Tesla sometimes replicates its American promotions in Europe, with a few weeks’ delay. Other times, offers remain specific to the American market. Amounts are generally adapted to euros when the promotion crosses the Atlantic.

Several factors influence these decisions:

• Available stock by market (Europe vs. United States)
• Regional delivery targets
• The ecological bonus already in place in some countries
• Local commercial dynamics

In France, the current context is particular with the 2026 ecological bonus and the gradual end of certain regional aids. Tesla might judge that an additional promotion is not necessary, or conversely, decide to compensate for the decrease in public aid.

If you are considering a purchase in France, I advise you to regularly check the Tesla configurator and your client area. Promotions can appear quickly. And if you end up ordering, remember to properly prepare for your vehicle’s reception to avoid unpleasant surprises on delivery day.

This American promotion remains a great opportunity for our friends across the Atlantic, but for us in France, we will have to wait to see if Tesla deploys a similar offer. The brand continues to refine its commercial strategies by market, and it is not impossible that a tailored promotion will emerge in the coming weeks.

In the meantime, keep an eye on Tesla France news and regularly consult official Tesla sources so you don’t miss any information on available aid and promotions. The first quarter sometimes holds interesting commercial surprises.