Regarding the first 50,000 Mile Prepaid Maintenance program for $1,900, I think this should be included in the price of the car- at least for your first XXX number of purchasers. My rationale is as follows:
1) There will be all kinds of glitches in the car the first few years and I hope that we don't have to argue with Tesla about who's responsible. It's not fair to penalize those of us who took a chance on Tesla. All of my friends keep telling me that one should never buy a car in its first couple of years; I keep telling myself that Tesla wants to succeed and will do all in its power to make a great car and its customers happy, but I know deep down that my friends might be/are right. E.g., I can see the possibility that the disc brakes in the initial years might not be designed just right and not last as long as they will in later years. That has happened to me with other new cars I purchased in years past. I was not pleased when the manufacturer refused to take responsibility for my (and everyone else) needing new brakes after 15K, as brakes were not covered by the warranty. Here's another possibility: The maintenance program covers software updates. Does that mean that those of us who do not choose to buy the Maintenance program will have to pay several hundred dollars to get rid of software bugs or get the benefits of major improvements? Shouldn't paying the huge amounts we're all paying to buy the S and taking a chance on Tesla be rewarded with at least some loyalty from the company, such as giving us the benefits of whatever the software improvements might come down the road? If not, the people who wait to buy the car a year or two from now will benefit from our suggestions for how the software needs to be improved without paying anything extra, but those of us who were early adopters will be punished.
2) You want to be the BMW equivalent in the electric car space? Well, that is what BMW does- gives their buyers total confidence (takes away all fear) by providing both a warranty and maintenance program built into the price of the car. I've owned multiple BMWs over the years and know for certain the psychological effect of this policy - happy customers who are the best possible ambassadors for the brand. Tires, alignment, and state inspections are not included - everything else, including windshield wipers are included. Customers are delighted with that plan and it helps the company's bottom line and fine reputation - BMW does very well financially.