So I've held off on throwing my 2 cents in on this while I calmed down a bit and talked with a few friends that dont have a Tesla on order yet. Actully to be true, they came to talk with me about this after hearing about it, not the other way around, and no, that's not a good thing... So here are my thoughts:
1. One again Tesla has managed to create a major problem where one didn't exist by screwing up the delivery of the idea. It's very reminiscent of every other release of info from them, but still very very disappointing. It's reminiscent of the Netflix debacle. This really should be expected from a small silicon valley tech startup but it doesn't help them along.
2. They made no attempt to clean the message up to eliminate feelings of being locked in, scammed, and a feeling of what is the next shoe to drop especially for the 6k customers who have locked in already. Or to deal with contradictory arguments within their own pitch.
3. This managed to take a significant shine off the Tesla brand; When I have friends who can easially afford to purchase an S and a growing desire to, come to me and say, "after this I just don't know about them". Just shows how poorly this was communicated.
4. There needs to be clear guidance on the differentiation of the car warranty and these service contracts. It should be made clear that you warranty is not based on these contracts.
5. There needs to be clear guidance that the software bug fixes will be performed without these service contracts.
6. Something needs to be done about the 12.5k service interval per yearly cost. I think that simply eliminating it would be the best course, some users would be twice in a year, some would be in once in two years... I think this would all become a wash for Tesla and smooth over a good portion of this. Or make it a 20k year with two 10k inspections, but as it stands, for someone like me who drives nearly 24k a year, 1200 dollars looks bad from the get go.
With all that said, I don't think that the service plans are that bad, for a number of reasons:
A. This is a new car, Tesla's first, and they want to see it way too often to make sure they understand how things are wearing, and catch design issues. I can understand the strong desire to look over each car every 12.5k miles, as a design engineer I would to, and after some time I would expect to back this off to 20k then 30k etc. but this takes some time. How you communicate this to the public I'm not sure, I'm a proponent of strait honesty, but if that went over well politics wouldn't be what it is.
B. All in all, 475 a year for future software upgrades(note these are not bug fixes, and they are not missing items already promised such as memory for the seats and wifi), along with inspections is not unreasonable. Just ask a dealer how much a new gps maps DVD is. People just want to feel they have a choice to pass on this if they desire even if almost no one does.
C. Tesla is rolling out a massive service network and needs to be as to fund it. It does none of us any good if they don't have service centers near by, or if the expansion puts them out of business. Perhaps they could just say, we know these cost are higher than we would like but they reflect the current cost of expansion. We hope to lower these costs in the future and if we do we plan to pass these savings on to all whom have elected the 4 year plans. But then again I like honesty.
D. They have the opportunity to show they have something others can't. Perhaps touting that the car will let you know the brakes are low and need to be changed and having they system auto-send a ranger to you with new pads, or the same with windshield wipers, hey even that your wiper fluid is low. Show/Sell something new and nice to make life easier, but don't clobber the EVs are lower maintenance sales pitch you have been working on for years. With this we make your life easier pitch, then sell the service. Have people want it, rather than making them feel pressured into having to get it.
Peter