Tesla CEO Musk's words have always been "although late, but will not be absent."
On January 8, Musk said that on January 17, the price of Tesla's FSD (fully autonomous driving capability) will rise to $12,000.
Although it was a day later than the promised time, the one who should rise still came.
On January 18, Tesla officially adjusted the price of the official website FSD (fully autonomous driving capability) from $10,000 to $12,000.
This move has profound implications for Tesla and the industry as a whole.
To Tesla
Every time Tesla FSD price increases, there is a feature: Autopilot assisted driving has new capabilities and has made a certain breakthrough in practical application.
$2500 rose to $5000: Tesla launched NOA pilot assistance function (mainly for high speed), intelligent summoning;
$5,000 rises to $8,000: identify traffic lights and stop signs and react;
8,000 rises to $10,000: FSD Beta 1.0 is released, and the pilot assistance capability is expanded to urban areas;
......
Today,000, the price has risen to $12,000, corresponding to the FSD Beta 10.9 push two days ago.
Compared with the previous version 1.0, 10.9 performance is obviously much better, and automatic assisted driving in urban areas is more convenient.
To summarize with a typical example: when a netizen asked whether "since the release of the FSD beta, there has not been any car accident since the release of the FSD, whether this statement is correct", Musk gave a positive response:
Correct.[true/true].
Another sign of technical confidence is that Tesla has begun to expand the scope of testing of FSD Beta.
Previously, the beta version was only pushed in the United States, and not long ago, Tesla began to push the FSD beta version to Canada.
More importantly, in these iterations, Musk has finally firmly established his own self-driving route: pure vision.
After FSD Beta 9.0 last July, Musk completely abandoned millimeter-wave radar and turned to pure vision.
Judging by how things are going today, it was the right decision.
In short, for Tesla, the price increase is more like a positive feedback on these achievements.
Moreover, the price increase also means that Tesla's software-related revenue will further increase, which will also contribute to the thickening of its financial performance.
To the industry
After talking about the impact on Tesla, it is time to talk about the impact on the entire industry.
At present, the general trend of the industry is: electrification, intelligence.
Among them, a very important feature of intelligent evolution is: software-defined cars.
Software-defined cars require the decoupling of hardware and software, the gradual standardization of hardware, and the definition of functions through software. In the future, the value of software in the entire vehicle will gradually increase, even more than the hardware.
Now, what Tesla is doing is to achieve this step by step.
Now, the price of FSD is $12,000, and the lowest price of a Tesla Model 3 is $44,990, which means that FSD alone pays more than 1/4 of the price of the vehicle (about 26.67%).
If the current Model 3 standard endurance version, which costs $35,400, is still there (that is, the one that was previously priced at 235,900 yuan in China), then the price of FSD software will account for 1/3 of the price of the vehicle (about 33.9%).
If you buy a car and then choose, the price is even higher. Is not very scared.
It should be noted that tesla's other software paid features, such as acceleration, such as seat heating, are not included here:
If that all adds up, think about how scary Tesla's ability to generate revenue through software is!
And that's not all, although FSDs are getting more expensive to sell, but the people who pay for it are still flocking to it. In Q3 2021, Tesla's services and other revenue, including FSD, was $890 million, accounting for 6.5% of total revenue.
Tesla has proven with its own actions that software-defined cars and software revenue generation work.
Thus, after that, there were gradually many latecomers.
Domestic: Represented by new forces and new strengths
NIO: It has its own NIO PILOT, and it will also launch NAD's software subscription payment in the future
Xiaopeng: It has its own XPILTO, which has been iterated to XPILOT3.5, which is also a model of hardware embedding and software payment. In Q1 last year, Xiaopeng also confirmed XPILOT software revenue of 80 million yuan for the first time.
Abroad: Traditional giants
In October 2020, Mercedes-Benz has made it clear that it wants to establish a service relationship with its customers that covers the entire life cycle of the vehicle:
Mercedes-Benz will focus on moving from services to accessories and, increasingly, from OTA remote over-the-air upgrades to subscription services, in an effort to achieve greater user loyalty, higher re-purchase rates and rapid recurring revenue growth.
It can be said that Tesla is the biggest contributor to the realization of software-defined cars and the realization of software revenue.
The price of FSD has increased again, further increasing the proportion of software in the value of the whole vehicle. Next, no one will doubt the correctness of this path.
In the future, more and more car companies will use software to define the car, but also to bring more software to generate new ways of playing.
At this point, you should be able to understand why I would say that this matter is also of great significance to the industry.
brief summary
Earlier, Musk said in an interview:
“Buying a car today is an investment into the future. I think the most profound thing is that if you buy a Tesla today, I believe you are buying an appreciating asset – not a depreciating asset.”
(Buying a car today is an investment in the future, and if you buy a Tesla today, I'm sure you're buying a value-added asset, not an asset that's depreciating.) ）
Now, Musk has indeed done just that. FSD has risen from its initial $2500 to $12000.
Many people who buy early and enjoy early may still have some luck.
It's probably like, the house you bought yourself has gone up again, although you just took it for yourself :)
It is foreseeable that the price of FSD will continue to rise, just like Tesla's current stock price.
However, the question I am most concerned about now is, when will this FSD beta version be arranged in China?
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