Why is Tesla sending golden tickets to random people who ordered a Model 3?

Tesla's upcoming Model 3 is one of the hottest new cars to have been unveiled in recent years. The vehicle will be Tesla's first electric car with a price tag that is accessible to mass market buyers, following the Roadster and Model S with pricing that could reach well over $100,000. The Model 3 starts at just $35,000, and that's before available tax incentives that could drop the price to as little as $25,000 for early buyers.

As it turns out, tax incentives aren't the only perk that a select group of Model 3 buyers will enjoy. Tesla is sending out "golden tickets" to a small number of people who reserved the company's newest car.

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Have you ever read Roald Dahl's beloved classic Charlie and the Chocolate Factory? Well, it's time to meet the new Willy Wonka.

Elon Musk's Tesla has begun sending out emails to people at random who reserved a Model 3. Reservations were nearing 400,000 at last count, but only 12 lucky people will end up with a special ticket. What do these mysterious digital tickets do? Why, they give you access to the Chocolate Factory, of course.

Here's an email published by Electrik that was received by a lucky winner:

Hello,

Congratulations! Through random selection, Tesla has chosen twelve Golden Ticket winners from all those that placed Model 3 Reservations on the opening date to receive an all-expenses paid trip to our Gigafactory Grand Opening event on July 29th, 2016 in Reno, Nevada. We are excited to share that your name was chosen in this drawing and that we’d like to invite you and a guest to join us at the event.

Round trip economy class airfare, transportation, and accommodations will be provided. Tickets are non-transferrable. For additional details and to redeem your package, please contact ***@tesla.com.

We look forward to seeing you and your guest at the event!

Best regards, The Tesla Team

Tesla has since confirmed that the email is genuine, so be sure to check your inbox (and spam box, just in case) for emails from Tesla if you reserved a Model 3.