Tesla launched a new program called ‘Drive to Believe’ over the weekend. The automaker invites car owners across European markets to swap their car for a Tesla Model S over a 1-week period. Tesla will be selecting participants through an online competition.
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Tesla wrote on the challenge’s webpage where people can register to enter the competition:
“Model S is designed from the ground up to be the safest, most exhilarating sedan on the road. At Tesla, we believe that it takes driving a Tesla and experiencing its superior performance, safety, and technology, to be convinced. We now want to give you that opportunity as well.”
According to a legal document attached, the competition is only open to 25-year old or older residents in the following European markets: UK, Germany, Netherlands, Norway, Sweden, Switzerland, France, Austria, Belgium, Finland, Luxembourg, Italy, Denmark, Ireland.
It covers pretty much all European markets where the Model S and X are currently available. Tesla is taking applications until 31 December, 2016.
Obviously, the goal of the program is to boost sales as Tesla is betting that people will want to keep the car after a week. It’s also a good promotional tool since winners will likely want to show their new ride around to family and friends.
The company also released the following video to promote the challenge: