Full Self-Driving isn't just a feature for Tesla Inc. (TSLA)—it's one of the company's key growth drivers. And now, with FSD operating as a subscription-only service, Tesla seems to be nudging users toward using it more often. How? By making it a game.
According to a report from TechCrunch, Tesla has rolled out a new self-driving app that doesn't just make subscribing easier. It also gives customers a dashboard of their own usage. You can see exactly how often you're using FSD and rack up "streaks" for using it over multiple trips or days in a row. TechCrunch calls it a "gamified element" to the software. Think of it like Duolingo for your car: keep the streak alive, and maybe you'll feel a little more committed.
Why does Tesla care how much you use FSD? Two big reasons: data and dollars.
First, the more miles driven with FSD, the more real-world data Tesla collects. That data is fuel for improving the system, proving its capabilities, and eventually building out fleets of truly autonomous vehicles. It's the classic tech play: get users to generate the training data for you.
Second, there's straightforward revenue. At $99 a month, every extra subscriber adds up. And for CEO Elon Musk, it's even more personal. One piece of his nearly $1 trillion pay package is tied to hitting 10 million FSD subscribers by 2035. Switching to subscription-only and gamifying the experience could help push those numbers up faster.
If drivers start competing over streaks or sharing stats on social media, usage could climb. Tesla is already pulling out unusual stops to promote FSD, like advertising on Facebook—a platform it has typically kept at arm's length.
So, keep an eye on whether this gamification move actually moves the needle. More streaks could mean more data, more subscriptions, and one step closer to Musk's milestone.
