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CoolHand writes:

Could the Tesla factor push the market for self driving cars faster than most anticipate.? Self-driving features may give them the edge on the increasing competition in the emerging electric vehicle market.

“Tech” is an attribute that is authentically a part of the Tesla brand. Self-driving features are essentially tech and in this area Tesla has been pushing out in front; most recently with an announcement that this summer an over-the-air update will enable their “Autopilot” feature on all Model Ss. (Autopilot will allow, as Tesla puts it, on-ramp to off-ramp self-driving.)

This new feature could be Tesla's saving grace, as well as a market force to more quickly push other automakers to use the new technology.

The convenience and safety of self-driving technologies offers Tesla a lifeline; “reasons to buy” for consumers who lack the environmental fervor of their early customers. And these reasons are compelling to a large number of car buyers; enough for many to overlook the limitations on an electric power-train–opening up a vastly larger market for Tesla.