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How might customers respond to a price increase for Autopilot? There's good reason to believe a higher price could have little -- if any -- negative impact on the company's ability to convince new and existing owners to upgrade to Autopilot. This is mainly because Tesla has a significant lead over any driver-assist technology available in production vehicles from other auto manufacturers. This lead helps justify a price increase.
a 2016 head-to-head
Car and Driver comparison of Model S's Autopilot to the driver-assist systems from
Nissan's 2015 Infiniti Q50S,
Daimler's (
NASDAQOTHDAIF) 2015 Mercedes-Benz S65 AMG, and
BMW's 2016 750i xDrive -- the four cars
Car and Driver said "have done the most to purge human frailties from the acts of cruising, braking, and steering."
Car and Driver concluded that Tesla's Autopilot was the "clear winner" and "lives in a class of one."
And
The Drive more recently
compared Mercedes' latest driver-assist technology, Drive Pilot, which is found in the new 2017 E-Class, to Tesla's Autopilot, coming away with an even more telling takeaway than
Car and Driver.
The Drive on Mercedes' Drive Pilot:
It drove like a drunk ten year old, fighting for the wheel with a drunk fourteen year old. It was, in most conditions, dangerous.
Driver Assist? Meet Driver Persist.
The Drive on Autopilot:
I loved it. A few hours in and one begins to learn a dance between looking out the window, looking at the display and using the stalk to manage speed. Once mastered, the pedals become largely unnecessary. It drives like a very good second year teenage license holder who really wants to impress, and is getting better all the time.
It's definitely safer than a human driver alone, assuming you use it as intended.
Suffice to say, Tesla's clear lead over the competition in the world of assisted driving gives it some wiggle room when it comes to pricing. Indeed, I wouldn't be surprised if there are more price increases for Autopilot in the coming years.