Supercharging and 60 kWh Model S Orders
Unfortunately this situation did not unfold as planned. Everything started out fine, then when dates slipped, we made a decision that I think was the right decision, but wasn't communicated clearly or aggressively enough. Here's what was supposed to happen:
March: Begin configuring Signature cars (all have 85 kWh batteries)
Early July: Supercharger Event (followed up immediately thereafter with pricing for 60 kWh cars)
Mid-July: Begin configuring General Production cars (with 85 and 60 kWh batteries)
The above schedule would have let Supercharging be a nice surprise when announced, and all pricing would have been clear and understood before any 60 kWh cars were configured. Unfortunately it turned out to be impossible for the Supercharger event to take place before the end of September, yet we still needed to begin configuring 60 kWh cars in July. That's when we made a decision…
We decided to include the necessary hardware in all cars (both 60 and 85 kWh cars) to allow Supercharging to be enabled at a later date. This would give anyone who finalized a 60 kWh car the option to include Supercharging after the Supercharger Event in September. I believe including the hardware was a good decision. In hindsight, I think how we communicated activation details was not aggressive enough and the assumptions we made were incorrect.
How We Communicated - We changed our website, Design Studio and configuration paperwork to reflect exactly what we were doing…including the hardware necessary in both 60 and 85 kWh cars to allow Supercharging in the future. We then verbally communicated that access would be free for 85 kWh cars, and there would be an activation fee for 60 kWh cars.
Our Incorrect Assumption - All customers in the configuration process would clearly understand there was an activation fee for 60 kWh cars.
This assumption was based upon the fact that Elon said it numerous times, we were verbally communicating it regularly, and it was showing up on the forums that there was an activation fee for 60 kWh cars. Elon also stated it again during his presentation at the Supercharger Event.
The assumption that the Activation Fee was clear is where we went wrong. In hindsight, we should have just put it in the text of the website, Design Studio and on customer's MVPA.
Now flash forward to this past Friday... When we went out with our Supercharger follow up communication, we intended to do something positive for customers who had already booked 60 kWh cars by giving them the option to enable Supercharging for half the price going forward. We erroneously thought this would be a positive. It was not.
It was not because the way we had previously communicated the activation fee was insufficient. Therefore, we are now waiving the entire activation fee for everyone who has already finalized and signed their paperwork for a 60 kWh car… To be clear, there will be no charge for those who have finalized and signed their paperwork for a 60 kWh car, and they will now receive free, unlimited Supercharging.
For those of you who received emails this past Friday regarding this issue, you can disregard them. Your car will have free, unlimited Supercharging enabled at no additional cost. Going forward, for those who have not finalized their order, I believe the option cost for Supercharging of 60 kWh cars is now clear on our website in multiple places.
Thanks to everyone who chimed in on this. I truly wish this had all gone much smoother. I wish we had been more clear, but we were not, so it is up to us to make it right…
The fee to enable Supercharging for all currently finalized and signed 60 kWh cars is waived.