Tesla is selling new summer-y gear to existing owners.
The EV maker recently updated its online shop with a collection of in-car summer accessories and lifestyle gear. The add-ons include a $595 dual-zone fridge that fits into the Model Y's sub-trunk, a rear-attaching tent for the Cybertruck, and fitted air mattresses for the Model 3 and Cybertruck.
Several products — including the fridge, air mattresses, and a foldable chair — are out of stock, according to the website.
Tesla has released new items on its online shop in the U.S.
• Model Y Dual Zone Fridge: $595. Operates from 0°F to +68°F
• Model Y Canopy: $165
• Cybertruck Air Mattress: $295
• On the Road Chair: $125
• Tesla Electric Summer Party Tee: $35
• Tesla Electric Summer Tee: $35… pic.twitter.com/S7MRkosAxD
On one level, the collection is a classic summer-commerce play: Americans are roadtripping and heading to the beach as much of the country swelters through extreme heat.
But the accessories also say something bigger about Tesla's approach and manufacturing strategy. The automaker has increasingly leaned on its existing vehicles — especially the Model Y. Like FSD subscriptions, custom-fit accessories let Tesla squeeze more revenue and brand loyalty from its existing customers after the car's initial purchase.
The accessories also play into Tesla's manufacturing advantage. The company builds a small number of vehicle models and trims compared with legacy automakers, making it easier to design accessories for standardized interiors, trunks, power outlets, and cargo areas.
The timing of the summer collection's release is notable. While Tesla beat sales estimates in its recent quarter, the automaker is facing fresh competition from punchy EV challengers that are leaning into utility, customization, and lifestyle. Rivian has begun delivering the R2, its Model Y competitor, to public customers, while Slate says its highly customizable electric trucks will be in customers' hands by the end of the year.
Tesla also recently added the Model Y L, a $61,990 six-seat version of its best-selling SUV, to its US lineup, following the discontinuation of the three-row Model X earlier this year.
Tesla didn't immediately respond to a request for comment from Business Insider.
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Ben Shimkus is a reporter for the Business News desk. He writes about cars, transportation, retail, and jobs. Ben's reporting has appeared in Rolling Stone, The Verge, Automotive News, USA Today, AutoBody News, LGBTQ Nation, TopSpeed, and Out Magazine. He's also held staff writing positions at The U.S. Sun and the Daily Mail. He graduated from NYU with a Master's in journalism in 2024. Email Ben at [email protected] or message him privately on Signal at bshimkus.41.
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