> "I also happen to know a lot of the people who bought a heavily discounted Tesla in Q3 feel kind of burned that right at the beginning of Q4 Tesla announced the new Autopilot hardware (that isn't retrotfitable on old vehicles). "
Wow I guess this is the best proof of how Tesla is really changing the way auto owners think, this is something that wasn't unthinkable before Tesla and their over the air updates. Can you imagine a BMW owner complaining that his 2015 model does not have stuff that new 2017 models will get??
No, but I can imagine a BMW owner complaining that the 2016 model came out 3 weeks after he bought his 2015, with no notice from BMW, the sales guy, or the press. And that the 2016 model came with a bunch of new features he really wanted and would've been willing to pay for.
Tesla has done this for a long while. Newer larger battery pack options, newer interior and tech package options, and completely new performance and configuration options (insane, dual motor, and autopilot 1.0 all hit at once)
While there wern't announcements ahead of time what was coming, there were often advance notice that there was an announcement coming, and even when there wasn't - there was a big period of quiet from Tesla leading up to it.
For Autopilot 2.0 everyone knew it was coming for at least the Model 3 launch (Elon said as much at the Model 3 announcement), they just brought it forward.
It is really no different to what happens to customers for a bunch of other tech companies. Canon sure doesn't tell anyone when their new models are coming out - you know it'll probably happen at a major trade show, but only if you're someone that follows that kind of thing. The average customer at their camera shop isn't going to have the sales guy say "Hey, wait a week and we'll have the next version available."
Yes, they keep doing it, and if you pay close attention to Tesla, you’re aware of it. You’re also aware of rumors of AP2 coming. If you don’t follow Tesla news, you’re in for a surprise.
Regardless, I think it’s a fair critique: buyer’s remorse is a real thing with Tesla. It’s one thing to buy a $3000 computer from Apple and have it replaced with a much better one the next week, it’s another to buy a $100K car and have a major improvement two weeks later.
Everyone discounts before they launch a new product. You don't need to follow Tesla to know a new product is eminent when you walk into a show room and they knock $10k of the price because you look pretty or walk nicely. Big deals and big discounts with serious need are always informative to the buyer.
Plus people but cars when then want cars, some will always lament they could have waited a bit, but most I expect will be happy to own a Tesla that was (and is) amazing just a few days ago.
I don't think making an good buying decision should need to take subliminal cues into account, like someone predicting a storm by a sudden shift in wind behavior, and forcing your customer base into this buying paradigm is a huge risk for resentment and product dissatisfaction.
Car manufacturers generally telegraph their intentions for introducing new technologies in advance of actually unveiling the new models. People who buy a new 2016 Honda Accord generally can find out exactly what's going to be in the 2017 model just by googling around a little. Not the case with Tesla.
At the end of the day however, it is not Tesla's responsibility nor in their best interest to educate their customers to make intelligent purchasing decisions.
If you want change in this regard, it's not going to come from Tesla.
It can lead to buyer hesitance, which is a problem. Why buy now when the car can suddenly become better? Without any understanding of when it would get better, or how much, the fear of the regret can be substantial.
It doesn't help that Tesla tends to have long delays for cars.
For instance, let's say I pre-ordered a Model 3 now. But I won't get it the first half of 2019. And then a month later, Tesla announces Model 3 with Autopilot 2.5 hardware or whatever, holographic HUD, and so on. And that new car will ship within 2 months. Then I'd feel pretty screwed by Tesla...
You don't understand the Tesla order process. People waiting in line for Model 3 have not picked the exact details of their cars -- they do that right before the car is produced. If new stuff is announced, it's immediately available. So the only people who are pissed are those whose cars are in the assembly line.
In short, the delay between reservation and receiving the car is not an issue.
If they announced upgrades and that the new car was shipping in 2 months you would be at whatever current build was being deliver (sans any cosmetic changes they may request your input on). If the manufacturing lines are updated to add features as a baseline after you order but before your build, you will get whatever they are.
Depends entirely on perspective - for a student just getting into photography, buying a DSLR from Canon is pretty evenful and a significant portion of their income/savings.
For a young professional, buying a $35k car is probably just as eventful and significant to their savings/expenditure.
I'm sure. It's one thing to be told "Hey, there's a new model right around the corner. But we have this guy on a steep discount to clear out inventory."
vs. "Hey, we have this great sale going on. What, new model? Naww, we are just having a sale!!"
The incumbent MFG's literally have "new inventory" sales on their last-years model to clear out inventory. They let you know well in advance that a new car is coming with new features so you can make an informed decision.
> It's one thing to be told "Hey, there's a new model right around the corner. But we have this guy on a steep discount to clear out inventory."
Is this not what "hey this 1-2 year old model is on super duper sale right now, it's really cheap, you should buy it!" means? Is a steep discount on older stock not always code for "better shift these before new model comes out"?
You see Apple fanboys fall for this one every time, too. "Yay I got a new iPhone 5 last week and it was SO CHEAP, I'm a genius... wait wtf they just announced the iPhone 6."
Both, depending on where in the company lifecycle the sales happen.
The upstart, by virtue of simply not yet having that many potential repeat customers around, is targeting first time buyers. The goodwill created by having as little obsolescence as possible far outweighs the extra sales they might get through it. This tradeoff changes significantly once a company is established and the number of potential repeat customers is high. Now it's always a balance between repeat sale likelihood and repeat sale cycle duration.
Different forms of obsolescence have different effects in different markets. E.g. unlike smartphone makers, car manufacturers tread very carefully when it comes to longevity. Red book value and all that. So what do they do? They have perfected the generational model update cycle. New generation cars are literally designed to make the predecessor look old, because that is the most acceptable repeat sale driver. Tesla just isn't there yet.
I doubt any auto dealer's sales person will gamble to let a customer know that he should not buy the car right now and he should wait for later...they have bonuses to collect, and the faster they move old inventory the better bonuses are.
They don't reduce prices on "last year's car" unless its been driven as a demonstrator. There were scattered rumors of a few cars being discounted - Tesla said we shouldn't ever do that but it seems a few places did it. There's never been heavy discounting.
New models of cars come out every year. It seems something easy to be unsympathetic about; Nostradamus could have predicted that new cars with new features are right around the corner. That's the perpetual status quo.
I can see why that would be irritating. But they did it the last two years - announce updates in Oct/Nov. And they will do it again next year. The difference from regular cars is there's not such a long lead time between announcement and delivery, it just kind of hits the market right after. They are going for a cell phone kind of experience, where it's continually improving.
Yes, the manufacturing gets reset with very minor updates, but nothing too major.
It's tough because if you are custom ordering a car mid-year there's a question as to whether to wait for a production allocation in the new model year or not.
I am actually complaining quite a lot that my 2016 Mercedes does not have(and probably won't have the option to retrofit) Android Auto compatibility, while the 2017 model has it. It's literally the same head unit, with a firmware upgrade - it pisses me off.
For the past 2 years they also announced new stuff at the October/November boundary. 2 years ago, it was the autopilot hardware with the camera in the front and radar. Cars before Nov 2014 didn't have the camera in the front (some of the them had the front radar). It was obvious to anyone paying attention that this is the time frame when they announce updates.
Correct me if I misunderstood your comment, but I'm not sure how that's relevant. The point here was that Tesla's upgrades were seemingly random and unannounced, leaving buyers unsure of whether to take advantage of a discount or whether it was a "trap." In my experience with conventional car companies one can usually ask the company or read postings on when the next model year will be released, but minor changes are typically not made at random times.
It's strange from the other side too. With technology it's normal to be able to get updates, but for new tech to eventually come out that makes the old stuff obsolete. A clear sign that this is about to happen is... deep discounts on the existing product.
It's actually a very Apple strategy - discount the old iPhone, the fans realize a new one is in the pipeline but nothing's announced, and then the new one is finally released.
The iPhone is on an extremely predictable release cycle.
Especially fans would absolutely know that one comes around the last week of September every year.
This scheduling got changed only _once_ (moved from June to September), and this was not kept secret.
Wow I guess this is the best proof of how Tesla is really changing the way auto owners think, this is something that wasn't unthinkable before Tesla and their over the air updates. Can you imagine a BMW owner complaining that his 2015 model does not have stuff that new 2017 models will get??