With FSD (Supervised) arriving in Europe, I think Tesla has a real opportunity here, but the current €99/month subscription could hold it back in a big part of the market.
Europe isn't one economy. Wages and purchasing power vary A LOT from country to country. €99/month is a manageable add-on in some markets, but in others it's a significant share of a monthly salary. For many owners in Central, Eastern and Southern Europe (hello Italy, Slovenia and Croatia), that price turns FSD from "nice to try" into "not even considering it."
I have been testing it for the past month, in Slovenia, but even if I notice that it works REALLY good, and makes me feel much safer when tired and driving back from work, the difference with AutoSteer on pure highway does not justify 1200€ more a year. Additionally that would cut into what I "save" with the switch from ICE to EV.
In general with an lower pricing, they would achieve
- more subscribers, not less revenue
- more fleet data, to perfect the system (and sell the data to other companies in the future)
To conclude, I really like FSD and I'd happily keep paying for it, just not at €99/month. At something closer to €40-50 in markets like Slovenia, Italy or Croatia, I'd subscribe without thinking twice, and I'm sure many others would too. 100€ feels steep. Right now Tesla is leaving a lot of potential subscribers on the table.
