I know this is against conventional wisdom but hear me out. I am late to the game on this new option/price increase thing, but after finding out about it I wondered what the effect on sales would be then I got to thinking... that it actually could become a net zero gain for customers and a sales generator for Tesla. There have been quite a few complaints about the price increase (namely the increase of the Sound Studio Package--now known as Ultra High Fidelity). People are claiming that their previous fully loaded P85's now cost about ~14k more (Apples to Apples-- meaning ex Parking Sensors). Some are even saying this is Tesla nickel and dime-ing customers to reach that claimed 25% gross margin by YE13. First, it may be true that this is the standard auto practice of price increase from Model Year changeover. But aside from that I think there's extra rationale that will probably be explained August 7th when some Wall Street Analyst asks about the price hike. Here's why I think it will work and was the right move: Sales Generator/Cost Perspective- previously, Model S was limited in configurations. We all know there are more wheels, but more importantly there are now more configurable options. Previously, the P85 came with a CF spoiler. You couldn't get textile, it had to be Nappa Leather. In essence, the production was more standardized with less customization. Now... after the price increases it seems there are more combinations of Model S. From Tesla's perspective it makes sense. You are producing a car with more variation and giving the customer options to get the exact specification. One has to pay to play. Truthfully speaking, this just pits the pricing closer to Panamera/M5 pricing a Model S is in anyway. Typically this consumer base is less price sensitive. In fact, this price increase might generate more sales because it went up the pricing pyramid and made certain models of the car more exclusive. Customer Perspective Now for the commoners or would/want to be Model S owners, I think this increase might provide a net zero gain in the long term and even help your buying decision (which makes things easier for you and Tesla). In the past I know people were 50/50 about the 21" wheels vs 19". People were also 50/50 about the SSP. So now that the price increased, decision making got easier. It helps people separate from the need/nice to have/absolute want. Then there were also complaints about the Alcantara headliner and how some people wanted it and how some people didn't. People complained and Tesla had to retrofit. Some people are allergic and some people don't care about this headliner, so why bundle it? Now... onto the financials and why it might work out. People with Model S' now definitely got a good deal. Most people say you get punished for being an early adopter and they complained...well now you win. Because of these price increases, this is going to work out real well for your resale value which makes your effective monthly cost about the same. Your cars are now "better deals," and the laws of supply and demand should kick in. If you don't believe this, just go look at things like the Nissan GTR values. The current Models almost increased +40% in price which basically enabled early owners resale values of near MSRP new. Anyway, these are my random thoughts on why this works and why it's a good move for Tesla and a net zero on the customer. Curious to know what people would think.