Tesla, the leading electric vehicle (EV) manufacturer, made headlines last week by announcing price cuts for several of its models and a significant reduction in the cost of its 'Full Self Driving' (FSD) feature. The FSD system, which is marketed as having autonomous capabilities but is actually a Level 2 driver-assist system, saw its price drop from $12,000 to $8,000.
The price reduction came as a surprise to many given that Tesla CEO Elon Musk had previously stated that the FSD feature would only get more expensive over time. The cost of the FSD system peaked in 2022 at $15,000 before being reduced to $12,000 earlier this year.
Tesla also eliminated the ability to purchase its Enhanced Autopilot system and offered customers with it an upgrade to FSD for just $2,000. The subscription version of FSD was also reduced from $199 to $99 per month.
The price cuts come as Tesla faces increasing competition in the EV market, particularly in China where local automakers are offering competitive pricing and advanced technology to outsell Tesla. Chinese smartphone maker Xiaomi recently launched its SU7 electric car at a price significantly lower than that of the Model 3.
Tesla is expected to deliver its Q1 2024 financial results on April 23, and Musk is likely to face questions about the pricing adjustments during the earnings call. The company's profit margins have been shrinking faster than its quarterly deliveries, making every sale crucial.
Despite the price cuts, Tesla remains committed to its goal of developing a robotaxi vehicle using the FSD system. Musk announced that Tesla will reveal this long-teased vehicle on August 8.