Tesla, the leading electric vehicle maker, has recently recalled nearly 2.2 million vehicles in the U.S. due to a software error that may cause some warning lights on the instrument panel to be too small. However, the recall can be easily fixed with an online software update that Tesla has already started releasing to the affected vehicles.
Some Tesla fans, such as @DirtyTesLa, have praised this recall as a smart marketing strategy by Tesla to showcase its ability to update its vehicles remotely and for free. They argue that Tesla is playing “3D chess” by creating a minor problem that can be solved with a simple solution and then using the media attention to highlight its technological advantage over other automakers.
Is this theory true? Or is it just a positive spin by Tesla enthusiasts?
On one hand, it is possible that Tesla intentionally made the warning lights slightly smaller than the federal 2 million vehicles to update software and fix a defective system that is supposed to ensure drivers are paying attention when using Autopilot, a partially automated driving system. These issues suggest that Tesla is not flawless in its software development, and that it may have overlooked some potential problems in its warning lights.
However, even if Tesla’s recall of its warning lights was not a clever marketing strategy, it still shows the company’s strength and leadership in software innovation. Tesla is the only automaker that can update its vehicles remotely and for free, without requiring customers to visit a service center or a dealer.
Tesla’s software updates not only fix issues, but also add new features and improve performance. Tesla’s software updates are like getting a new car every few months, and they are one of the reasons why Tesla owners and fans are so loyal and satisfied.
Therefore, it does not really matter whether Tesla’s recall of its warning lights was a smart move or an honest mistake. What matters is that Tesla has a unique and powerful software capability that sets it apart from the competition. Tesla’s recall may not be a game of 3D chess, but rather a proof of software innovation.