What is the current revenue recognized for Full Self-Driving in North America 
o look closely at our cost structure and to be more efficient as a company. That's -- one always has to do that in a crisis, and just thinking about our core beliefs and what do we want to do. And we came to a conclusion that, that the right move was actually to continue to expand rapidly, continue to invest in the future and in new technologies, even though it is risky. And we've talked to some of our key investors, and they support that approach as well. So I think that there's clearly an uncertain future ahead. It's a bit of a bumpy road. But I think the long-term prospects are extremely good. Anything you guys want to add?
Zachary J. Kirkhorn -- Chief Financial Officer
Yeah, I agree with that, Elon. The prioritization on the key projects will enable us to execute more efficiently and faster on them, which I think is great. The other one that I would add is, it's always been our vision at Tesla to improve the customer experience and make that as digital as possible.
Elon Musk -- Co-Founder and Chief Executive Officer
Yeah. Touchless delivery.
Zachary J. Kirkhorn -- Chief Financial Officer
Yeah, So touchless delivery, mobile service touchless sales has been something that we've been very focused on and made a lot of progress on.
Elon Musk -- Co-Founder and Chief Executive Officer
Yeah. Tesla is the only car that you can literally order in less than five minutes on your phone, you can order a car and have it delivered to your doorstep with all the paper and everything done. That's it. Effortless.
Zachary J. Kirkhorn -- Chief Financial Officer
And many customers do that.
Elon Musk -- Co-Founder and Chief Executive Officer
And they're doing it, yes. In fact, a big part of it is just trying to communicate to people that this is something you can do, because normally, buying a car is quite a pain -- for most people, they would rather go to the dentist than buy a new car. Actually, my dentist is very -- but it's really like quite an arduous thing. When the typical retail experience for buying a new car is more painful to people than having a root canal done, you have to say, well -- and for Tesla, it is completely as easy as ordering something from the Apple App Store or something on Amazon and, except it's a car. Yeah. All right. And five minutes is a, if you really went fast, I think you could order a car probably in 90 seconds, so.
Martin Viecha -- Senior Director for Investor Relations
Thank you. The next question from institutional investor is, can you give us a brief preview of the Battery Day by generally highlighting steps Tesla is taking to improve self energy density and time line for introduction?
Elon Musk -- Co-Founder and Chief Executive Officer
Yeah. Actually, we were just -- we don't want to pre-empt Battery Day. We want to -- leave the exciting news for that day, but there will be a lot of exciting news to tell. And I think it would be one of the most exciting days in Tesla's history and we're just trying to figure out the right timing for that. We think probably the right timing will be the -- probably the third week of May. Not giving a firm date, but we think that probably that's the right timing. And depending upon what we're allowed to do, it will either be in California or Texas.
Martin Viecha -- Senior Director for Investor Relations
Okay. And the last question from institutional investors, could you please update on progress stores development and commercialization of Full Self-Driving? How much revenue have you recognized so far?
Zachary J. Kirkhorn -- Chief Financial Officer
So there is a couple of things on the financials for Full Self-Driving. And so, currently, in North America, it's sold for $7,000 as an option. We take roughly half of that as revenue, and the other half of it goes into deferred revenue. That's associated with features that will be released with time.
Our deferred revenue balance is continuing to grow. It's a little bit over $600 million. And so as we release features with time, at the end of every quarter, we take a look at what features have been released, associated value an
o look closely at our cost structure and to be more efficient as a company. That's -- one always has to do that in a crisis, and just thinking about our core beliefs and what do we want to do. And we came to a conclusion that, that the right move was actually to continue to expand rapidly, continue to invest in the future and in new technologies, even though it is risky. And we've talked to some of our key investors, and they support that approach as well. So I think that there's clearly an uncertain future ahead. It's a bit of a bumpy road. But I think the long-term prospects are extremely good. Anything you guys want to add?
Zachary J. Kirkhorn -- Chief Financial Officer
Yeah, I agree with that, Elon. The prioritization on the key projects will enable us to execute more efficiently and faster on them, which I think is great. The other one that I would add is, it's always been our vision at Tesla to improve the customer experience and make that as digital as possible.
Elon Musk -- Co-Founder and Chief Executive Officer
Yeah. Touchless delivery.
Zachary J. Kirkhorn -- Chief Financial Officer
Yeah, So touchless delivery, mobile service touchless sales has been something that we've been very focused on and made a lot of progress on.
Elon Musk -- Co-Founder and Chief Executive Officer
Yeah. Tesla is the only car that you can literally order in less than five minutes on your phone, you can order a car and have it delivered to your doorstep with all the paper and everything done. That's it. Effortless.
Zachary J. Kirkhorn -- Chief Financial Officer
And many customers do that.
Elon Musk -- Co-Founder and Chief Executive Officer
 And they're doing it, yes. In fact, a big part of it is just trying to communicate to people that this is something you can do, because normally, buying a car is quite a pain -- for most people, they would rather go to the dentist than buy a new car. Actually, my dentist is very -- but it's really like quite an arduous thing. When the typical retail experience for buying a new car is more painful to people than having a root canal done, you have to say, well -- and for Tesla, it is completely as easy as ordering something from the Apple App Store or something on Amazon and, except it's a car. Yeah. All right. And five minutes is a, if you really went fast, I think you could order a car probably in 90 seconds, so.
Martin Viecha -- Senior Director for Investor Relations
Thank you. The next question from institutional investor is, can you give us a brief preview of the Battery Day by generally highlighting steps Tesla is taking to improve self energy density and time line for introduction?
Elon Musk -- Co-Founder and Chief Executive Officer
Yeah. Actually, we were just -- we don't want to pre-empt Battery Day. We want to -- leave the exciting news for that day, but there will be a lot of exciting news to tell. And I think it would be one of the most exciting days in Tesla's history and we're just trying to figure out the right timing for that. We think probably the right timing will be the -- probably the third week of May. Not giving a firm date, but we think that probably that's the right timing. And depending upon what we're allowed to do, it will either be in California or Texas.
Martin Viecha -- Senior Director for Investor Relations
Okay. And the last question from institutional investors, could you please update on progress stores development and commercialization of Full Self-Driving? How much revenue have you recognized so far?
Zachary J. Kirkhorn -- Chief Financial Officer
So there is a couple of things on the financials for Full Self-Driving. And so, currently, in North America, it's sold for $7,000 as an option. We take roughly half of that as revenue, and the other half of it goes into deferred revenue. That's associated with features that will be released with time.
 Our deferred revenue balance is continuing to grow. It's a little bit over $600 million. And so as we release features with time, at the end of every quarter, we take a look at what features have been released, associated value an