Tesla has introduced a gifting program that allows customers to purchase a month-long trial of the Full Self-Driving (FSD) feature for fellow Tesla owners. The program arrives as the company seeks innovative ways to widen the accessibility of its advanced driver assistance technology without necessitating an upfront commitment. Aimed at bringing new users into the fold, the initiative may yield valuable insights into how exposure and hands-on experience impact subscription uptake and broader adoption rates. Tesla’s latest move adds another dimension to ongoing discussions about the future of automated vehicles and consumer adoption patterns.
Earlier announcements regarding Tesla’s FSD gifting approach hinted at the company’s intent to increase user exposure through short-term offers and referral-based free trials. While preceding strategies focused on incentivized trials or direct marketing, the new gifting option introduces peer-driven exposure as a pathway. This marks a shift from Tesla’s initial strategy, which relied heavily on direct sales and structured trial periods. Unlike earlier plans that were confined to specific periods or promotional events, the current model capitalizes on community networks among existing Tesla owners to stimulate broader interest. This approach aligns with a longer-term vision of onboarding more drivers to FSD services without the pressure of immediate full-price purchases.
How Does the New Gifting Program Work?
The gifting option is now accessible via Tesla’s official online shop. For $112, buyers can send a month of Full Self-Driving (Supervised) access to another U.S.-based Tesla owner, inclusive of up to 13% sales tax. Administered through a digital gift card, the month-long activation can be applied toward FSD usage or any Tesla product or service that accepts such payments. Tesla highlights that all sales are final and subject to the prevailing rate for the FSD subscription.
What Are Tesla’s Goals with the FSD Gifting Initiative?
Tesla views the gifting initiative as a way to give more drivers firsthand experience with FSD’s capabilities. By facilitating personal trials, the company anticipates a rise in ongoing subscriptions or purchases, as users are more likely to appreciate and adopt the technology after sampling it directly.
“Gift one month of Full Self-Driving (Supervised), which allows the vehicle to drive itself almost anywhere with minimal intervention,”
Tesla states in its online shop description. The campaign draws on Tesla’s longstanding strategy of relying on user experience to generate enthusiasm and drive eventual sales.
How Might This Influence Future Sales and Company Objectives?
The launch of the program also ties into CEO Elon Musk’s compensation structure, which links part of his performance incentives to the growth of paid FSD subscriptions. By expanding opportunities for Tesla owners to gift FSD trials, the company increases the pool of potential paying subscribers, which could help reach internal targets.
“All sales are final. Can only be purchased and redeemed in the U.S. This gift card is valued at $112.00 and is intended to cover the price of one month of FSD (Supervised), including up to 13% sales tax.”
The explicit mention of the program’s terms and regional limitations underscores Tesla’s intent to pilot the effort within the U.S. market as a first step.
Tesla’s Full Self-Driving gift program provides a unique intersection of peer-to-peer marketing and product experience. For consumers, this trial option offers firsthand exposure to the capabilities and limitations of Tesla’s latest driver-assist suite without a longer-term commitment. Prospective buyers can leverage short-term use to inform future purchases, while existing owners wishing to share their experience have a convenient way to do so. Monitoring user uptake and conversion rates from this program could yield key commercial insights for Tesla as it iterates on its marketing and sales strategy. Those interested in evaluating advanced assistance features on Tesla vehicles now have additional, low-commitment pathways to test the technology before subscribing. For existing owners, gifting FSD may serve as an entry point for friends and family, potentially shaping broader perceptions of automated driving in the process.
