Tesla Shifts Strategy, Removes Autosteer from Model 3 and Model Y, Pushing FSD Subscriptions
Tesla has recently adjusted its sales strategy for the Model 3 and Model Y vehicles in the United States, removing Autosteer – a crucial component of its Autopilot system responsible for lane-keeping – from the driver assistance package options. This change, reflected on the company’s online ordering pages, leaves Traffic-Aware Cruise Control (TACC) as the sole remaining feature in the standard driver assistance suite.
The removal of Autosteer extends beyond base models, now impacting even the higher-performance trims, including the $59,130 Performance version. This follows an earlier decision in October to exclude Autosteer from standard configurations, but the current update represents a more comprehensive removal of the feature.
In conjunction with this shift, Tesla is actively promoting its Full Self-Driving (FSD) capability, offering prospective buyers a free 30-day trial.This move signals a deliberate strategy to incentivize customers towards the FSD subscription service, which will launch in February at a price of $99 per month, with anticipated increases as the system evolves and improves.
The alteration in Tesla’s approach has already generated considerable discussion and criticism online, with many users expressing concern that the absence of a standard lane-keeping function diminishes the vehicles’ competitive edge. Comparisons have been drawn to more affordable vehicles, such as the 2026 Toyota Corolla LE, which includes lane-centering as a standard feature at a price point under $25,000. This strategic pivot underscores Tesla’s evolving approach to monetizing its advanced driver-assistance technologies and its focus on recurring revenue through subscription models.