The way luxury car brands usually do this is by slowly lowering the price, $1K-$2K a month, or offer incentives.<p>Tesla couldn't do that here because they need to quickly come in under the cutoff for the new laws.<p>But if they didn't want to take a huge PR hit, they could have sent checks to all the recent buyers. Say $13K to someone who bought in the last month, $10K if you bought 1-2 months, and so on.<p>Then the new prices would fit the new laws and the recent buyers would actually be happy and do marketing for you instead of being angry and do anti-marketing, which will be more powerful since they just bought it. Going and telling their friends "I just bought a Tesla and you should not" will be way more costly to them than the checks.