Tesla has been installing its Autopilot hardware suite in all its vehicles manufactured since October 2014. While all active safety features utilizing the hardware, like auto emergency braking and side collision avoidance, are included in the price of the vehicle, Tesla charges $2,500 for the convenience features like active cruise control and automatic highway steering.
If a Tesla buyer decides not to choose the option when configuring the vehicle at the purchase, since the hardware is already in the car, the person can decide to activate it later through an over-the-air software update for $3,000. Now it seems that Tesla is trying to capitalize on this market by offering a 1-month Autopilot trial to those who didn’t choose the convenience features.
The picture seen below has been circulating on the Tesla forums showing a popup on the Model S’ center console to offer a 1-month free trial:
Experience Tesla Autopilot
Try Autopilot Convenience Features and experience a stress-free commute. This one-month free trial enables automatic steering, speed, lane changing, and parking with Summon. Once your trial begins, you’ll receive an email with instructions for permanently upgrading your Tesla.
Just a few touches on the display can literally enable semi-autonomous driving in your vehicle:
I predict this initiative, which could fall under the “Puppy Dog” tactic, will be very successful in selling the update to the minority of Tesla owners who didn’t add it when they configured their car.
Once you get used to incorporating the features into your daily commute, I find it hard to believe someone would let them go for a price equivalent to roughly 3-5% of the value of the vehicle.
Featured Image: Photographer David Paul Morris/Bloomberg via Getty Images and Autopilot trials via Reddit
Recent article on Tesla’s Autopilot: