Tesla has announced a radical change in the way it markets its advanced self-driving features, known as Full Self-Driving (Supervised). Instead of the previous option for customers to pay a large amount once and permanently gain access to this software, CEO Elon Musk announced that starting February 14, 2026, FSD will be available exclusively as a monthly subscription.
Until now, US buyers could choose to add FSD to their car by paying a one-time fee (currently around $8,000), or opting for a monthly subscription of around $99. After February, the one-time payment option will be removed for new customers, and the only way to use FSD will be via subscription.
The move represents a major shift in Tesla’s strategy, which has long treated Full Self-Driving almost as a “digital upgrade” to the vehicle, with the promise that the software will become increasingly capable and one day enable fully autonomous driving without driver supervision – a promise that has so far not been fulfilled.
TechCrunchChanging the sales model has several practical and financial implications. On the one hand, the move to subscription lowers the entry barrier for customers who are not ready to withdraw large sums immediately, potentially increasing the number of active FSD users. This is especially important because Tesla previously admitted that only about 12% of owners use FSD, which was not enough to rapidly grow software revenue.
On the other hand, the transition to a subscription model is crucial for the financial goals of Musk himself. Among the conditions of his large compensation package is the achievement of one million active subscribers on FSD, which would allow him to realize part of his reward.
Tesla is also under intense regulatory pressure to label FSD as Full Self-Driving while the feature still requires driver supervision and a willingness to take control. The new sales model can help the company and limit potential legal risks related to claims of autonomy that has not yet been achieved.
The question remains how the change will be perceived among customers: some may welcome the lower initial cost, while others believe that the subscription may be more expensive and less attractive in the long run, especially if the Full Self-Driving functionalities remain insufficiently improved over time compared to the promises from Tesla’s earlier advertising campaigns.
The move to a subscription model for FSD also underscores the broader transformation of the automotive sector, where more manufacturers are trying to turn software into an ongoing source of revenue instead of a one-time add-on, TechCrunch reports.