Tesla has quietly removed the “Standard” designation from its more affordable Model 3 and Model Y variants in the UK, now simply labeling them as “Rear-Wheel Drive” on its website. This rebranding comes shortly after the launch of these lower-priced versions, which were introduced to broaden Tesla’s market reach.
Differentiation with Premium Models
The company will retain the “Premium” branding for higher-spec versions of both vehicles. Premium models will continue to stand out through larger Long Range batteries, the option of all-wheel drive, and additional features such as an eight-inch rear touchscreen, ambient lighting, synthetic leather upholstery, ventilated front seats, and heated rear seats. Suspension systems also differ: base models have passive dampers, while Premium trims boast frequency-selective dampers for improved ride quality.
Visual and Equipment Distinctions
Premium Model Y variants receive further cosmetic upgrades, including unique bumpers, integrated light bars on both ends, a panoramic glass roof, and a redesigned center console. Previously, all Model 3 and Model Y configurations shared similar equipment and aesthetics. However, the introduction of these more basic trims has led to noticeable distinctions as Tesla streamlined the features to lower prices.
Pricing and Competitive Landscape
The re-badging follows Tesla’s decision to reduce prices by at least £2,000 on the entry-level Model 3, now starting at £37,990. This move positions Tesla competitively against rivals such as the BYD Seal (starting at nearly £46,000) and the BMW i4 (priced from over £51,000). Though Tesla’s price adjustments make their entry-level models more accessible, other manufacturers offer substantial discounts on select vehicles, such as the £15,000 savings currently available on a brand-new BMW i4.
By simplifying its branding and focusing on lower price points, Tesla aims to capture a wider segment of the EV market. The shift suggests a strategy of clearly defining its product tiers to meet diverse consumer preferences and budgets.
