Bad PR: Tesla Forces Pre-Ordered Roadster Owners to Pay More

Articles — By forcechange on January 21, 2009 9:54 am

Angering many of their early adopters, Tesla Motors is apparently increasing the price of the Roadster models that are set to go into production.  Many of the around 600 pre-ordered owners are incensed that Tesla is raising the price of the Roadster after these owners have already paid up to $50,000 per deposit and thought the deal was done. 

While the owners seemed alright with the fourteen month delay in delivery, this public relations nightmare may test that patience.  While Tesla claims the increase in price is necessary to become profitable, it is unclear how the pre-ordered owners, who have basically become investors in the company, will view this move.

Highlighting the riskiness of this decision by Tesla, one commenter named Ron at Tom Saxton’s blog, which had the lead on this story, noted:

“I am [pre-ordered owner] number 395. I am not a rich person dabbling in a plaything. I thought I was actually doing some good by supporting a company that was moving us to a more sustainable future. I put $50,000 of my own money down on this car in May of 2007. I withstood the delays. I held in there when it almost seemed the company was going bankrupt. Now, after locking in my options, they pull this on me. Elon Musk does not understand the power of evangelicals to the cause. Steve Jobs does. The same power that can bring people to the cause can turn the same power in a 180 degree turn against the cause. From this day forward, that’s what I’m going to do.”