A friend owns a Tesla X (see my review) that came with “free supercharging for life.” The company periodically pings him to try to get him to trade in the current car on a new and improved Tesla X. He can easily afford this, but if he does it he says that he loses the free supercharging, which is attached to the “life of the car,” not the “life of the buyer.” Having purchased the car for its novelty value, he enjoys the experience of getting free electricity.
I wonder if Tesla has made a huge strategic mistake. Doesn’t the typical car company make much of its profits off loyal repeat buyers who trade up every 2-4 years? How can it be smart to set up a structure in which the earliest and most enthusiastic buyers are discouraged from trading in and buying a new car?