#FSD

While we’re on the subject of Super Bowl commercials, there wasn’t just one, but two, that irritated me on Sunday.

This one has little, if anything, to do with politics, so you can relax and cancel out that angry email you were about to send me.

Nope, this one has to do with the misinformation circulating about autonomous cars.

On Monday, Tesla CEO Elon Musk announced that his company’s full self-driving (FSD) suite stands to become more expensive starting in July. Intended to serve as the prerequisite hardware for truly autonomous functionality once the software is ready, it’s proven a pricey way to get into brand’s more advance driver assistance features. Of course, the company sells it as a way to buy into complete vehicular autonomy — something that has yet to be realized anywhere in the industry — and has so far failed to deliver on that front.

Luckily for Tesla, the company remains on the bleeding edge of available automotive technologies while continuing to improve the basic fit and finish of its products. As no one else is delivering self-driving vehicles, the Californian EV manufacturer can get away with making certain claims about FSD — like how it’s inching closer to figuring out how to navigate a car through an urban environment.

Musk actually signaled that new features would be coming to the suite earlier this year, noting incoming price increases through 2020. Starting July 1st, FSD becomes an $8,000 option (tacking on a grand to the current price) and may eventually become a subscription model.

While we’ve often criticized Tesla Motors’ “Full Self Driving” (FSD) suite for being a $7,000 promise that failed to deliver, the automaker is making moves that might someday force us to eat our words.

Tesla is now releasing a new software update that includes the ability to automatically recognize and slow down for stop signs and traffic lights. CEO Elon Musk mentioned the development in Wednesday’s earnings call, referencing the system as “Traffic Light and Stop Sign Control” that builds on display options added months prior.

Tesla celebrated “Autonomy Day” on Monday, broadcasting a web presentation to investors touting its self-driving strategy — part of CEO Elon Musk’s attempt to prove that the manufacturer’s longstanding commitment to the technology will bear fruit. While the mood was undercut by news of one of its vehicles spontaneously combusting in a Shanghai parking garage, the company stayed the course, focusing on autonomy instead of electrification.

Still, it wasn’t the fire that had investors seeking comfort. Tesla’s promise of fully self-driving vehicles is years old, with Musk initially pegging 2018 as the target date. That didn’t happen, with 2018 turning out to be the year the company faced elevated scrutiny over the effectiveness of its Autopilot system after a series of high-profile crashes.