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Elon Musk announces another price increase for the "Full Self Driving" package



  A Tesla Model 3.
Enlarge / A Tesla Model 3.

Smith Collection / Gado / Getty Images

On August 16, Tesla charged an additional $ 1,000 for the "Fully automatic upgrade," announced CEO Elon Musk on Tuesday on Twitter. The option currently costs $ 6,000. It is the latest in a series of price changes for a package whose main function – "full self-drive" – ​​is still largely desirable.

The price increase reflects Musk's view that Tesla is less than 18 months away from providing full self-drive. Provide customers with driving technology and that this capability will dramatically increase the value of Tesla vehicles.

"This is about the time we expect a broad release of Enhanced Summon," Musk said. "It will be magical."

At an April event, Musk predicted that Tesla vehicles could be used as autonomous taxis by the end of 2020. After a calculation on the back of the envelope Musk estimated a Tesla The vehicle could bring up to 30,000 US dollars per year. In this case, even the cheapest model 3 would easily have a value of over $ 100,000.

"If you buy a Tesla today, you believe you are buying a value-added asset – not a write-off asset," Musk said in a podcast episode in April. If its predictions are correct, the full self-drive package is likely to be worth tens of thousands of dollars by the end of next year, making the expected increase from $ 6,000 to $ 7,000 next month rather modest.

Of course, musk predictions may not be accurate. In fact, there are many reasons to be skeptical. The CEO of Tesla has long been overly optimistic about Tesla's progress, especially in terms of self-driving technology. As early as 2015, Musk stated that full autonomy is "a much simpler problem than people believe" and predicts it would take about two years. In early 2016, Musk predicted that in about two years, people could "summon" their cars from thousands of miles away. In October 2016, Musk predicted that Tesla vehicles could travel from coast to coast without human hands on the wheel by the end of 2017.

Needless to say that this has not happened.

Tesla is constantly changing its own driver prices

Tesla introduced the complete self-propelled package for the first time in October 2016. At launch time, customers had the opportunity to pay $ 5,000 for the Enhanced Autopilot package, which included lane keeping and adaptive cruise control. For another $ 3,000, the customer received a "fully automatic" package that initially did nothing, but eventually turned a Tesla into a fully automatic car.

Two years later you paid The parcel had nothing to show yet. Tesla tore the package from his website. Musk explained that the option "creates too much confusion".

Then in February 2019, Tesla reintroduced the complete self-propelled package along with a new autopilot pricing structure. The $ 5,000 Enhanced Autopilot package was gone. A subset of its features has been repackaged into a new "autopilot" package for $ 3,000. In the meantime, the cost of the full self-drive package has been raised from $ 3,000 to $ 5,000. Advanced features like "Navigate the Autopilot" (which leads a Tesla from the ramp to the exit) were part of the new, more expensive self-drive package.

In a controversial move, Tesla also offered existing customers a wide range of discounts on the entire self-drive package. Customers who already had Enhanced Autopilot could receive the full self-drive package for $ 2,000. This was a bitter pill for people who had previously pre-ordered the package for $ 3,000 or more (it would have cost more if it had been purchased after delivery of the car), had not received anything for their money, and no part of it Refund was offered.

A few weeks later, Elon Musk admitted it was a mistake to offer the discount. Tesla returned and charged everyone $ 5,000 for the entire self-propelled package. In April Musk announced that the price of the complete self-propelled package would "increase significantly over time". Tesla soon raised the price from $ 5,000 to $ 6,000.

Now, just months later, Tesla raises the price again from $ 6,000 to $ 7,000.

"The cost of Tesla's FSD option will increase every few months." Musk wrote . "Anyone who buys it sooner will see the benefit."


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