A Full Self-Driving subscription model could accelerate Tesla's future in autonomous driving. Elon Musk has stated that the Full Self-Driving feature for Tesla vehicles will be made available via a subscription-based model early next year. This will generate more data for developing the feature and help Tesla move towards its goal of full automobile autonomy.
Tesla vehicles offer a plethora of features that put them ahead of the game when it comes to the average road vehicle. Besides being fully electric, one of the most impressive features Tesla offers is its Full Self-Driving. While not quite at the level of the autonomous driving cars depicted in a sci-fi movie, Full Self-Driving has begun to blur the line between a human driver and a self-driving car. Tesla is able to achieve this by utilizing forward, rear, and side-facing cameras in order to monitor cars and obstacles around the vehicle. This allows for the ability to adjust speeds, avoid collisions, change lanes, and even park autonomously. Tesla vehicles still require a fully attentive driver who is able to assume control of the vehicle at any moment, but they are very impressive nonetheless. Full Self-Driving Capability does not come standard in any Tesla, though. It can currently only be bought as an add on for a vehicle when it is purchased. This can be viewed not as a disadvantage to the consumer, but to Tesla itself by limiting the potential for uptake.
However, a recent Twitter exchange involving Tesla CEO Elon Musk has revealed that the company does plan to change the structure in which customers are able to purchase the pricey ($10,000) Full Self-Driving add-on. The plan is for the company to add a subscription-based model that allows anyone who buys or leases a Tesla to add or remove the feature as they see fit. This could certainly make it more accessible for anyone who would like to try the feature before making the full commitment, but it may also be the boost that Tesla needs to make Full Self-Driving more commonplace among consumers.
Tesla Full Self-Driving Subscriptions Will Drive Uptake
A subscription model for Full Self-Driving Capability could be the catalyst for creating a much larger user base. Up until this point, the $10,000 Full Self-Driving add-on has been out of reach of many consumers — it can be the budget for an entire car. Introducing a subscription that allows drivers access to the feature could bring the price down to make it an affordable option for those who have been curious about the benefits without the means to pay in full. Of course, as with most subscriptions, it is likely to cost the consumer more in the long run, but for those who are leasing the car or even hesitant to shell out the full price without giving it a proper test, it will be the more attractive option.
While Full Self-Driving has been in beta for quite some time, its biggest weakness has been its limited userbase. More consumers having access to the beta is actually very important for Tesla, since the success of the feature both lives and dies with its user base. This is because the data that the cars are collecting is the key component to making the feature — or any feature — a true reality, pushing development forward. More drivers taking advantage of Full Self-Driving would provide Tesla with data on things like driver habits and weather conditions, as well as data that could vary based on driving in different regions. While Full Self-Driving has proven itself a success so far, it has yet to reach the goals that the company has set its sights on, that being true automobile autonomy. This could be the turning point that makes it a reality.