The team behind the innovative, luxury automobile brand Tesla has some ideas on how to improve the experience of being a car owner. As reported by Business Insider, Tesla announced that it is slowly rolling out a feature that will allow customers to buy lifetime insurance and maintenance for a car at the time of purchase.

Jon McNeill, Tesla's president of sales and services, explained the feature in a fourth-quarter earnings call on Wednesday. The company recently introduced the feature in Asia, seemingly with no formal announcement. But based on McNeill's public announcement of the company's plans to move forward with the feature on Wednesday, perhaps it has been a success already.

This announcement reinforces McNeill's faith in Tesla cars' safety, as the brand has received criticism for its self-driving cars being unsafe and unreliable. The forward-thinking brand has made headlines for pioneering self-driving cars, and it has made huge strides in their safety features. Last month the National Highway Traffic Safety Administration issued a report saying that "crash rates for Tesla vehicles have plummeted 40% since Autopilot was first installed."

"It takes into account not only the Autopilot safety features but also the maintenance cost of the car," McNeill said on the call. "It's our vision in the future we could offer a single price for the car, maintenance, and insurance."

CEO Elon Musk also spoke about the proposed insurance feature on the call. "If we find that the insurance providers are not matching the insurance proportionate to the risk of the car, then if we need to we will in-source it," he said. "But I think we'll find that insurance providers do adjust the insurance cost proportionate to the risk of a Tesla." Who knows, maybe Tesla's proposal will one day be the car insurance norm.