having built a number of SaaS companies throughout my life I strongly disagree. The paradigm of recurring revenue is extremely powerful, similar to that of compounding interest.
Especially in the case where the base sale has already been made (the car) every $ earned through subscriptions is pure profit thanks to marginal cost of 0 assuming CAC of 0
Absolutely. Lots of people won't jump for $7k, but for, say, $100 for a week-long road trip? In.
But it’s not going to be 7k. It’s 7k today. Elon already said the price is going up again in June? July?
At what price does it become more than the average person will pay upfront? I think we’re already pretty close to that price now. .
We're definitely there now. $7k is > 10% of a fully-loaded 3. It's almost 20% on top of a base SR+. The trick is simply pricing the sub so as not to discourage up-front purchase for those who want it. But just to put a point on this, in my own case, I have FSD on my 3. . We do not have it on my wife's X. She would not use it nearly enough to make it worthwhile @ $7k. But when I'm driving, and especially when I'm on a road trip, I'd pay a reasonable fee to add it for the duration of the trip.
Another aspect of this is discouraging upgrading vehicles. In my own case, I've got a 2018 RWD 3, with FSD. Would I like to upgrade to an AWD or P? Sure. But I'm not willing to lose FSD, and I really don't want to raise the cost of upgrading by 35%-40% which is what having to re-buy FSD would do. (example: $50k AWD3 purchase price minus super-conservative $30k resale for my car = $20k upgrade cost. Toss out state tax credit and taxes as they roughly offset. $27k vs $20k is a 35% 'penalty' for me to keep FSD.)
A much harder sell since I don't 'need' AWD. Since Tesla removes FSD on cars they resell anyway (or they re-charge the new buyer for it), allowing either a subscription option, or a 'transfer on upgrade' option, seems like something they'd benefit from. And to go one step further--I really think allowing some form of transfer when a current owner buys a new Tesla would be a great loyalty thing. Other manufacturers just flat-out drop cash for loyalty purchases ($1k, $2k, or even more). Tesla could instead *charge* something reasonable, say $1k, to allow the FSD transfer. That's pure profit to them, and they can still sell FSD on the traded-in vehicle to the new buyer. Win for everyone.