Tesla CEO Elon Musk announced on January 14, 2026, that the company will stop offering its Full Self-Driving (FSD) software for a flat rate. Instead, starting February 14, 2026, customers will need to subscribe to the service.
The subscription will begin at $99 per month. This change reflects Tesla's strategy to lead in the autonomous mobility sector.
Following Musk's announcement about the subscription model, Tesla's stock fell by more than 2%.
This decline indicates investors' concerns about the potential impact of the new pricing structure on the company's revenues and profitability.
Despite Tesla's ambitions, the company is currently behind Alphabet's Waymo in the autonomous driving market. In December 2025, Waymo reached more than 450,000 weekly paid rides, highlighting Tesla's challenges in gaining market share.
Tesla has launched a limited robotaxi service in Austin, Texas, and offers ride-hailing services in San Francisco, but these efforts have not yet matched the scale of Waymo's operations.
Tesla reported that it delivered 418,227 vehicles in the fourth quarter of 2025, which is about 16% lower than the same period in the previous year.
Production numbers also experienced a decline, dropping 5.5% year-over-year. Investors are now looking forward to Tesla's upcoming fourth-quarter earnings report scheduled for January 28, 2026, to better understand the company's performance amid these changes.
The shift to a subscription model for Full Self-Driving may play a crucial role in Tesla's future strategy. As the company works to establish itself as a leader in autonomous rides, it faces stiff competition from established players like Waymo.
How this subscription model will affect Tesla's growth and market position remains to be seen, but the upcoming earnings report could provide further insights for investors.