Let's look at this from a branding perspective: Say in the next year you sell X cars, built on a new technology about which there is some conventional/popular c

Let's look at this from a branding perspective: Say in the next year you sell X cars, built on a new technology about which there is some conventional/popular consumer discomfort or doubt. Is it worth spending 600X dollars of company money for your customers to be able to say, "I just bought a Tesla and I don't have to worry about any maintenance costs at all for the next four years"? For ten thousand cars, that would be six million dollars out of about 800 million in revenue, or three quarters of a percent. Seems like that would be money well spent on developing consumer confidence in the technology and customer loyalty for the brand. My prediction is that Tesla will change course on there current maintenance program. It's much better PR to offer free maintenance for the first four years, a la BMW, and then offer an extended "Tesla Care" warranty program that continues the coverage, similar to Apple. Because a true "concierge" level maintenance program wouldn't nickel and dime the customer.