The Tesla robotaxi has been a long time coming. Musk made his first promise about a self-driving, Uber-like service back in 2019, when he said that Tesla would have 1 million robotaxis on the road by the end of 2020. At the time, the idea was that the automaker would be able to effectively “flip a switch” to transform on-the-road Teslas into autonomous robots able to do their drivers’ bidding—including pick up fares!—during down times. This past April, Musk announced the official Cybercab reveal would take place in August, then he delayed it after saying the vehicle needed design tweaks.

Now, Tesla has made a purpose-built autonomous electric vehicle, owned and operated by the company itself, more central to its future robotaxi fleet. Musk has likened the business model to a mix of Airbnb and Uber, but maintains, as he said in April, that “there will be some number of cars that Tesla owns itself and operates in the fleet.”

Tesla has shown renderings depicting what a self-driving robotaxi app might look like. And earlier this year, Tesla AI head Ashok Elluswamy intimated that the automaker had at least a sense of the challenge ahead, when he acknowledged to investors that Cybercabs will need to be charged, cleaned, and maintained in between ferrying passengers about day and night. Who will do that, and where? And who will pay for it?

A self-driving ride-hail service would put Tesla in direct competition with other tech developers with years’ worth of head starts. Alphabet subsidiary Waymo says it’s providing 100,000 paid trips per week in San Francisco, Phoenix, and Los Angeles. It has plans to launch in Austin, Texas, and Atlanta, Georgia, next year. Amazon’s Zoox is testing its purpose-built, toaster-shaped robotaxi in Las Vegas, and has said it will launch an autonomous taxi service later this year.

There may be a “last mover” advantage, though; perhaps Tesla can learn from what other self-driving developers have done poorly, and well. Waymo, which does not make its own vehicles but installs self-driving tech on other automakers’ EVs, has zeroed in on a business model that could leave the Google sister company responsible for just tech development. Last month, Waymo announced a partnership with Uber, which should see self-driving vehicles running on the ride-hail company’s platform in Atlanta and Austin by the end of next year. Waymo would retain control of the self-driving technology and some rider support functions, the companies said, but Uber will provide “fleet management services”—vehicle cleaning, repair, and other depot operations. In this arrangement, a single entity would not be responsible for the workings of an entire robot ride-hailing fleet.