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Tesla has continued its expansion into the insurance market, with its sights set on Europe. The automaker, known for its electric vehicles, established its European insurance branch in Malta in December 2020 but has yet to offer specific insurance services to European drivers. But that is about to change.
Tesla's Job Posting Indicates Progress Towards European Launch
Recently, Tesla advertised for a Legal Counsel position specializing in insurance for the European market, with the work based at the company's London headquarters. The individual will be tasked with building and leading the in-house legal function of the insurance company as it operates cross-border in Europe, navigating the complex legal and regulatory landscape of insurance in Europe.
In March 2022, Tesla registered its European insurance operations at its London headquarters at 109 Devonshire Road. In addition, the company has utilized other insurance programs in the UK and Europe to provide driver coverage through partnering insurance companies. Still, it has also launched its in-house insurance program in the United States and continued expanding its offering. Tesla uses real-time data on driving behavior to determine rates. It is now available in 12 states, excluding California.
Tesla's Focus on Europe After US Expansion
Tesla Insurance reported an annual premium run rate of $300 million as of the end of 2022 and growth of 20 percent a quarter. During the fourth quarter earnings call in 2021, the company revealed that Tesla's next target would be Europe after focusing on expansion in the United States.
Although the company has not yet announced a specific launch date for its insurance services in Europe, the recent job posting and the registration of the European insurance operations in London indicate that Tesla is making progress toward offering the service to European customers. In early 2022, Tesla's CFO, Zachary Kirkhorn, suggested that the company might launch insurance in Europe by the end of the year, dependent on the progress of the insurance launch in the United States.
Launch of Tesla Insurance in Europe by 2023
It's no secret that CEO Elon Musk has been optimistic with some of his previous timelines. Still, recent statements indicate that the launch of Tesla Insurance in Europe could happen as early as 2023. A successful Legal Counsel candidate will play a key role in ensuring that the company can navigate the unique challenges and opportunities of the European insurance market and deliver on its promise of rethinking the insurance customer experience.
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Tesla has begun to reach out to customers in the United States and is offering demo drives of the Cybertruck on an invite-only basis. @brandonhd on X shared the first invite image, and it looks like it's going out quite quickly to multiple locations that have Cybertrucks on display.
Up until now, display vehicles have been for just that – looking, but no touching. Some Tesla delivery centers and showrooms have also allowed viewers to take a seat inside and open it up, but most are still locked away behind the velvet rope.
It’s exciting to see that Tesla has begun to demo them – and it can only be so long until demo drives open up to everyone.
Advisor-led Demo
This Demo Drive is led by a Tesla Advisor – while you’re driving, the advisor will be in the passenger seat, walking you through the experience. They’ll explain steer-by-wire, off-road controls, and will introduce new-to-Tesla buyers to all the features that are currently available.
The list of locations so far for demo drives appears to be fairly limited, but we will hopefully see demo drives roll out throughout the United States, and eventually Canada too. Here is the current list of city/state locations that have seen demo drive invites.
Actually Smart Summon, the successor to Tesla’s Smart Summon feature, has been confirmed to be coming as soon as next month as per Elon Musk. Colloquially known as “ASS”, Actually Smart Summon is supposed to improve on the regular Smart Summon capabilities, which have historically used ultrasonic sensors (USS) to navigate parking lots.
We’re looking forward to Actually Smart Summon, and we’re quite excited about what other features will be unlocked once it finally shows up at our doorstep.
Vision-based Improvements
ASS is supposed to bring Smart Summon to vehicles that don’t have USS – using Tesla Vision. Most recently, Tesla has brought Autopark to vehicles without USS, and Vision-based Autopark has been a huge success. It is faster, more reliable, and smoother than the older USS-based solution. It can also park and maneuver in tighter locations.
Today, Smart Summon is sometimes useful at best, usually a party trick, or downright dangerous at worst. It’s excellent and best used in straight lines, where you have a clear line of sight of the vehicle, and can stop it if doesn’t see an obstacle.
I used Smart Summon today, just before writing this article – my 2022 Model Y (with USS) – did manage to show up just fine – in a straight-line location from where I was parked, after exiting the parking spot fairly cleanly. However, I’ve previously used Smart Summon and have had the vehicle turn towards obstacles, such as cart returns or curbs. Overall, it’s a sometimes-useful feature that has a lot of drawbacks right now.
Smart Summon is also restricted to a certain distance – and it's pretty small. The max distance is shorter than most parking lots, being only about 215 ft (65m). If you’re lucky enough to park close, it's very useful to bring your car right to you.
Actually Smart Summon
ASS will bring FSD V12-like capabilities to Smart Summon – the vehicle will primarily use Vision to drive toward you (or the location you’ve indicated). ASS has been supposed to be coming since about September 2022 and has seen many delays – we’re almost at the 2-year point today.
We’re looking forward to Actually Smart Summon being able to bring the vehicle – safely – right to you. ASS is also one of the key steps towards bringing some other cool features that Elon Musk has previously mentioned – Park Seek and Banish Autopark.
We’re also hopeful that Actually Smart Summon will increase the maximum range a vehicle can be summoned, because the current range is fairly small. Alongside Park Seek and Banish Autopark, we’re closing in on a Robotaxi-based future.
Park Seek and Banish Autopark
When the FSD v12.4 showed up, Elon also mentioned that going forward, vehicles would automatically park themselves when arriving in a parking lot – Park Seek – and that if you got out of the car at the entrance to a business, you could get it to automatically park itself in the parking lot – Banish Autopark. These are two features that are needed for Robotaxi to work – which itself is delayed to October 10th of this year. We’re looking quite forward to them – as in combination with Actually Smart Summon, Tesla has reached the cusp of vehicle autonomy.
A vehicle that arrives, driverless, at the location you’re at, then drives somewhere, parks itself there, and waits for you – is the definition of a Robotaxi.
While we’re likely to have to wait for Banish Autopark and Park Seek just a bit longer, Actually Smart Summon being around the corner is exciting! Gone will be the days of having to run out to your car when you forgot your umbrella – your car will just come right to you instead.
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