Rivian’s Autonomy+ subscription service is set to launch soon, offering a range of driver-assistance features that will eventually lead to Level 4-capable autonomy on certain vehicles. The service is part of Rivian’s broader plans to deploy AI and autonomous capability across its products, as outlined during its recent Autonomy and AI Day.
The debut feature of Autonomy+, called Universal Hands-Free, promises hands-off, eyes-on driving on non-highway roads. This feature is set to surpass the capabilities of competitors like Ford BlueCruise and General Motors Super Cruise. It will be available via a software update for Gen 2 Rivian R1T and R1S vehicles later this month, with plans to include it in the R2 upon its launch.
Rivian aims for Autonomy+ to eventually match or exceed Tesla’s Full Self-Driving (Supervised) capability. However, this service will come at a cost. The subscription is priced at $49.99 per month, or a one-time payment of $2,500 for lifetime access. This cost will remain with the vehicle, even if ownership changes.
To entice customers, Rivian will offer a free 60-day trial of Autonomy+ to all Gen 2 Rivian R1 owners starting on February 1. Additionally, new R1 buyers will also receive this trial period. Unfortunately, Gen 1 Rivian vehicles do not have the necessary hardware to support Universal Hands-Free and will not benefit from Autonomy+.
Comparisons are being drawn between Rivian’s Autonomy+ and Tesla’s Full Self-Driving subscription, which currently costs $99 per month or $8,000 as a one-time payment. However, it’s important to note that Universal Hands-Free has limitations compared to FSD. While UHF expands hands-free driving to millions of marked roads, it does not handle traffic lights, stop signs, or offer autonomous lane changes.
Ultimately, Autonomy+ is positioned as a competitive offering in the driver-assistance market, with a price point similar to other systems like BlueCruise and Super Cruise. Rivian’s service aims to provide enhanced capabilities while paving the way for future autonomy features on its vehicles. While Tesla has been aggressive in rolling out features like Full Self-Driving (FSD) and over-the-air updates, Rivian seems to be taking a more cautious approach. By offering Autonomy+ as an optional subscription service, Rivian is giving customers the flexibility to choose when they want to upgrade their vehicles’ autonomous driving capabilities.
This strategy may pay off in the long run, as it allows Rivian to generate additional revenue from customers who may not be ready to commit to a full purchase of Autonomy+ upfront. By pricing the subscription fees in line with market competitors, Rivian is making the automated driving suite more accessible and appealing to a wider range of customers.
But the real game-changer here is Rivian’s promise of future updates and improvements to Autonomy+. As the technology evolves and becomes more advanced, Rivian is committed to delivering new features and capabilities to its customers. From point-to-point driving to “personal Level 4” autonomy, Rivian is aiming to stay ahead of the curve and provide a cutting-edge driving experience for its customers.
Of course, there is always a trade-off when it comes to technology upgrades. Customers who choose to pay for Autonomy+ upfront will be locked into the current price and future features, but Rivian reserves the right to raise the price for new customers down the line. This may create some uncertainty for potential buyers, as they weigh the benefits of early adoption against the risk of potential price increases in the future.
Overall, Rivian’s approach to automated driving technology is a calculated one. By offering Autonomy+ as a subscription service and promising future updates and improvements, Rivian is positioning itself as a player in the competitive autonomous driving market. Only time will tell if this strategy pays off, but for now, it seems like Rivian is focused on building a solid foundation for the future of automated driving.