A Kano diagram could provide insights into how Tesla's decision to lower prices affected customer satisfaction. It could show whether this decision moved certain features of Tesla's cars from being 'performance' attributes (where more is better) to 'must-be' attributes (basic expectations). It could also reveal if any features became 'delighters' as a result of the price reduction. However, without specific data, this is speculative.
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When Tesla decided to lower the price of all its North American electric vehicles in May 2020, the market initially saw this as bad news. Traditionally, automakers use discounts as incentives to increase sales during periods of low demand. However, because Tesla is a tech and automotive company, Tesla wanted to reduce costs to increase its product availability. Because price sensitivity is a huge factor to EV adoption, lower prices dramatically increased the amount of cars Tesla sold in the US in the following months.
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