Here’s why Elon Musk keeps raising the price of Tesla’s ‘Full Self-Driving’ option

Photo by David Bush for The Verge

Tesla is raising the price of the top tier “Full Self-Driving” version of its Autopilot driver assistance package by around $1,000 on July 1st, CEO Elon Musk announced on Twitter this week. The company has done this before — a few times. It will probably do it again.

The “Full Self-Driving” package, to be clear, does not yet make Teslas capable of driving without human intervention. Right now, it gives customers access to a series of incremental improvements to Autopilot. But Musk believes the value of the feature, which currently costs $7,000, is higher. Much higher, in fact, once the work on the software is complete.

“[The] price will continue to rise as the software gets closer to full self-driving capability with regulatory approval….