Elon Musk has publicly criticized Kia’s newly introduced “Tesla Competitive Bonus Program,” dismissing it as a form of bribery. Musk expressed his displeasure, stating, “Tesla never has to bribe Kia drivers to buy a Tesla.” His comment came in response to a post on X (formerly Twitter) after Tesla investor Sawyer Merritt shared the news.
The Tesla Competitive Bonus Program was designed to increase sales of Kia’s EVs. It offers up to $9,000 in cash support on top of standard discounts for customers purchasing Kia’s EVs by targeting current Tesla owners or lessees. This program allows Tesla owners to retain their vehicles while receiving the bonus. The eligible models include the EV6 and EV9.
As Kia struggles with a 50% market share collapse in the U.S. market, it has openly expressed discomfort over Tesla’s promotion targeting its customers. Industry analysts view this initiative as a response to the competitive pressure of Tesla and the broader Hyundai Motor Group.
According to data from automotive market research firm Cox Automotive, Tesla’s market share in the U.S. EV sector dropped to 49.7% in the second quarter, a decline from 59.3% the previous year. Tesla’s estimated sales for this period were approximately 175,000 units, reflecting a 6.3% year-on-year decrease.
In contrast, Hyundai Motor Group sold 35,401 EVs in the U.S. during the same period, becoming the leading non-Tesla EV seller and outperforming domestic rivals Ford and General Motors. Non-Tesla electric vehicle sales surged by 36% year-over-year to 142,000 units, with Hyundai Motor Group contributing roughly 25% to this increase.
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