Tesla has quietly updated its “Everyday Heroes” discount program in the United States, lowering the vehicle purchase incentive from $1,000 to $500. The change affects a wide group of eligible individuals, including military veterans, active-duty personnel, retirees, their spouses and surviving spouses, as well as first responders, teachers, and students.
The “Everyday Heroes” discount remains stackable with Tesla’s Referral Program, allowing buyers to combine the incentive with other active promotions, such as free Full Self-Driving (Supervised) trials.
Initially launched as an expansion of Tesla’s former “Made in America For Those Who Served” initiative, the U.S. program was originally aimed at military members and veterans. Tesla later broadened it to include educators, emergency responders, and students, reflecting a more inclusive approach to recognizing individuals who serve their communities in diverse ways.
To access the offer, customers must verify their eligibility on Tesla’s website through ID.me, a secure online verification platform. Once approved, the discount is automatically applied when configuring and ordering a new vehicle in Tesla’s Design Studio. The offer applies to the full lineup — Model S, Model 3, Model X, Model Y, and even the Cybertruck.
Tesla has described the program as a way to highlight its commitment to U.S. manufacturing, with vehicles built at its Fremont Factory in California and Giga Texas in Austin.
No Change to the Canadian Program
While American buyers will now receive half the previous incentive, Tesla Canada’s “Everyday Hero” discount remains unchanged at $1,000. The Canadian version, introduced later in May 2025, mirrors much of the same structure as its U.S. counterpart — offering a $1,000 reduction on new vehicle purchases for teachers, students, and first responders verified through ID.me.
The Canadian program marked Tesla’s first foray into offering a military or first responder discount north of the border and has remained consistent since launch. As in the U.S., the discount must be applied at the time of purchase and cannot be retroactively added to prior orders.
