Is this good practice? good for business? I'm invested heavily in this company and this does not seem to work for me. I would gladly jump on DDPro at the current price if it was more advanced; and it will be soon. I intended to jump on DDPrem but with this development I will wait until DDPro is worth it. Investing an additional $14k in the company shares until the service is ready will hopefully pay for itself.
I've also noticed that it is users who had the initial bundle that are okay with this new pricing, but you all need to analyze it from both sides. It is way too early to charge 14k to users who already have the hardware, they have tried it for 90 days and the service is not worth 14k. If it was a case of adding the hardware then a majority will jump on the opportunity.
The hardware is already present and an offer to buy at the original or current price will benefit Lucid more (I don't understand how most people do not get this).
A clear statement with a future price increase will cause most people to jump on the offer which will only benefit the company.
It absolutely makes no sense to offer a subscription to existing owners that is higher than the current price.
Let's start by clarifying that it's not a subscription. It's a one-time purchase.
Now that's out of the way…
The only perpsective that matters here is Lucid's perspective. They are trying to run a business and maximize their revenue. With that in mind…
Think of new customers who have not yet bought their Air. Lucid tells these customers "Purchase DDPro now, and it will be $x. Or enjoy a 90-day trial period for free, then purchase for $x + $y.
Given the purchase later is more expensive, at least
some customers buy DDPro immediately, not wanting to miss out on the cheaper pricing. This makes Lucid more quick, short-term money. They get a return on the investment of including the hardware three months sooner. They also get people driving around using these features, feeding their training data.
Others don't buy up front but do decide it's worth the extra money and purchase at the higher price three months later, bringing in even more revenue. Sure, those customers are kicking themselves for having to pay more, but they like the features, and they accept the higher price as the cost of delaying their purchase.
The majority of customers never buy, which is true regardless of how Lucid approaches this.
Now let's try it your way. Lucid tells the same customers "Purchase DDPro now, and it will be $x. Or enjoy a 90-day free trial, and then you can STILL purchase it later for $x.
What customer in their right mind would purchase up front at that point? That's right. No customer. No one says no to three months of free money.
So now Lucid gets at best a 90-day delay from all of their customers on that DDPro price. No extra money, no data from those drivers.
Plus, a good portion of the folks who
would have purchased up front never end up purchasing, as after the 90-day trial they decide they can wait a bit longer after all for more features to arrive. They can purchase at any time at no cost penalty, so why not wait until next year? The year after? And so on.
Lucid loses all around.
Make sense now?