In a characteristic moment of maturity and restraint, Elon Musk announced on Twitter that he would be lowering the price of the Tesla Model S to $69,420, for reasons that will only need explaining if you’re less than ten or more than sixty years old.
The joke was not entirely out of nowhere. Lucid Motors recently announced that their upcoming vehicle, the Lucid Air, would cost $77,400, though most customers would be able to get back $7,500 in tax credit, bringing the price down to $69,900. Namely, about $2000 cheaper than a Tesla Model S.
It’s not the first time that Elon Musk has done something like this, or even made this exact joke. Earlier this year, Tesla started selling shorts with “S3XY” written across the back (referencing the four models of Tesla car), priced at a rather expensive $69.420. Not only that, but back in 2018, Musk tweeted “am considering taking Tesla private at $420,” which caused massive market fluctuations and ended with Tesla being fined $20 million dollars by the US Securities and Exchange Commissions. When the dust had settled, Musk was no longer Chairman of Tesla, was tweeting snark at other members of the company trying to do damage control, and claimed that the whole thing was “worth it,” which… yeah, clearly it wasn’t, for anybody involved.
But let’s take a step back. The actual lowering of the Model S’s price isn’t a bad thing on its own – Teslas are expensive and competitive pricing is good for consumers who want to buy electric – but the fact it had to come bundled with a peurile joke a fourteen year-old would be embarrassed to make (and a repeated one at that) just feels like he’s not taking a very important matter seriously. Still, last time this happened Musk got downgraded from Chairman to Chief Executive. Maybe after all this is done, Tesla will have a new, big-mouthed mailroom worker.