Tesla has announced a significant shift in its approach to offering Full Self-Driving (Supervised) technology, moving exclusively to a subscription-based model, as reported by TechCrunch. Previously, Tesla customers had the option to make a one-time payment for access to the driver assistance software, but CEO Elon Musk revealed that starting on February 14, the only way to utilize this feature will be through a monthly subscription.
This change marks a departure from Tesla’s past sales strategy for its advanced driver assistance suite, with potential implications for the company’s financial performance and ongoing legal challenges. The decision comes amid increasing competition from global automakers developing their own advanced driver assistance systems to rival Tesla.
Historically, Tesla has offered access to its Full Self-Driving software at varying price points, with the upfront cost peaking at $15,000 in 2022 and later reduced to $8,000. The company introduced a monthly subscription option in 2021 at $199, which was further reduced to $99 per month in 2024. Musk’s recent announcement discontinues the outright purchase option, although any potential changes to subscription pricing remain unspecified.
While Musk did not provide a specific reason for this strategic shift, Tesla executives have previously acknowledged lower-than-expected adoption rates. With only 12% of Tesla customers opting for Full Self-Driving as of October 2025, transitioning to a subscription-only model could enhance accessibility, particularly during challenging business periods.
Source: TechCrunch