Tesla from time to time sends owner’s emails about general Tesla news. Typically by the time the emails arrive in the inbox, the news is already a bit old. Today’s email was no exception and included the following information:
- Auto-pilot launched
- 0-60 in 3.2 seconds
- Consumer leasing
- Software 6.0
- Link to a shareholder letter
But what was most interesting was at the very last section of the email where Tesla wrote a “What’s Next” section:
“With the introduction of Dual Motor and Autopilot, there will be no further significant platform changes to Model S for about a year. We continue to see rapid growth elsewhere with the construction of the Gigafactory, the spread of Superchargers, and increased vehicle production.”
Clearly Tesla has received significant flack from recent Model S customers that were unaware of the upcoming D announcement and perhaps chose to purchase a P85 or P85+.
Also some customers may have felt a bit wronged when their car built only a few weeks earlier did not have the auto-pilot features included.
Tesla is not operating like a traditional car company in many ways. For the most part, the customers greatly appreciate that fact as features have been added when they are available such as parking sensors.
Consumer electronic companies also use this type of announcement model but there is often enough unofficial information and general anticipation of upcoming features, that buyers can often choose to wait for a potential “expected” announcement of a new model. Perhaps Tesla is realizing that with an expensive automobile, customers perhaps need a little bit of warning of upcoming significant changes in options.