Calif. DMV Looking Into Tesla’s Referral Program
The state DMV confirmed today that it is ‘looking into the matter,’ almost month after the state dealer association called on the agency to investigate whether the program violates the state’s ban on ‘bird-dogging.’

SACRAMENTO, Calif. — The California Department of Motor Vehicles confirmed today that it is looking into Tesla Motors’ referral program, almost a month after the state dealer association called on the agency to investigate the carmaker for alleged violations of California’s ban on “bird-dogging.”
In an email issued to F&I and Showroom, the state agency said it is “currently looking into this matter,” but offered no other details.
Tesla launched the referral program on July 29, promising to give new buyers a $1,000 discount on a new car, service or accessory if they were referred by a current owner, who would also receive a $1,000 discount on his or her next vehicle or service visit. The program, which Tesla has since modified, runs through the end of October.
“While many other licensed dealers would like to offer similar referral fees for existing customers, California law flatly prohibits the practice announced by Tesla based on several statutes,” Brian Mass, president of the California New Car Dealers Association (CNCDA), wrote in a letter to the DMV, dated Aug. 26. “A dealer that chooses to disregard the myriad laws and use unlicensed customers to sell cars on its behalf is risking being accused of committing a criminal misdemeanor, which can lead to fines and administrative action up to an including revocation of a dealer’s license.”
Under the California Vehicle Code, Maas added, Tesla customers would be acting as illegal salespeople when they accept the “bird-dog” fee of $1,000. “So not only is Tesla putting itself at risk, but it is also putting its vehicle owners at risk …,” Maas wrote, in part.
Tesla’s referral program faced similar opposition in Virginia, where the Virginia Motor Vehicle Board contacted the automaker within 10 days of its launch. In response, Tesla altered the program in the state by directing the whole $2,000 incentive to the vehicle buyer.
“If Tesla is compensating current owners $1,000 for selling a Model S to their friends, they are out of compliance,” said Virginia Motor Vehicle Board Executive Director Bruce Gould. “If a Ford dealer was giving out dinner coupons to customers for referring their friends, we’d say the same thing.”
But in other states, Tesla has expanded the program. In a letter Tesla CEO Elon Musk sent to Model S owners, the executive announced the company was removing a limit and adding an extra bonus.
“As you know, the Model S referral program was designed as an experiment, and so far it seems to be working,” Musk wrote, in part. “So we’ve decided to remove the 10-referral limit. From now until the end of the program, you can refer as many friends as you’d like. Your link will continue to work until October 31st. What’s more, we’ve added an additional reward: the customer who makes the most referrals by the end of October will be invited to swap their current Model S for a fully loaded Ludicrous P90D Model S, for free.”
More Showroom

Affordable, Safe Cars for Teen Drivers
Families looking to balance affordability and safety in vehicles for their teen drivers can look to the updated list of recommended vehicles by IIHS and Consumer Reports.
Read More →
Auto Dealers Feel Better But Not Great
A second-quarter Cox Automotive poll of franchised retailers and independents found better views of the current market after a good spring but anticipation of third-quarter storminess.
Read More →
Holman Opens Porsche Dealership in Miami
The North Miami store features the brand’s signature Destination Porsche design concept, combining contemporary architecture and technology to create what the auto group calls an ultra-luxury experience.
Read More →
Chicago to Gain Cadillac Rooftop in 2027
The two-story Cadillac dealership is being constructed at the former Lincoln Yards site, owned and operated by Canada-based Jack Carter Auto Group.
Read More →
Mid-Atlantic Ford Store Has New Owner
A growing Maryland automotive group is only the 93-year-old dealership’s third owner after its longtime proprietors retired.
Read More →
Porsche Dealership Breaks Ground in Illinois
Barrington Porsche will be the new location for Murgado Automotive Group’s existing Porsche dealership currently in the Motor Werks of Barrington auto mall.
Read More →
Michigan Auto Group Acquires Ohio Rooftops
Feldman Automotive Group added two new brands, Honda and Toyota, to its portfolio with its latest acquisition of four Fireside dealerships in Ohio.
Read More →
California VW Dealers Go After Scout
The franchisees’ state-level actions follow a California auto dealers trade group lawsuit against the VW affiliate last year, both efforts to stop the EV maker’s plan to sell direct to consumers.
Read More →
EVs Gain Traction in Europe
First-quarter auto sales increased as more consumers took advantage of government incentives. Hybrid deliveries are leading the way on the electrifieds boom.
Read More →
California Holds EV Lead Despite Annual Decline
At nearly 14%, California had the lowest zero-emission vehicle market share in the first quarter since the fourth quarter of 2021, according to the California New Car Dealers Association.
Read More →