Elon Musk‘s Tesla Inc. said on Friday it has cut prices in half for its Full Self-Driving subscriptions in the U.S. and Canada, as it seeks to drive adoption amid softening demand and price competition.
The subscriptions will be priced at $99 per month in the U.S. and C$99 ($71.88) in Canada, the electric vehicle maker said in a post on X.
The software, which Tesla says does not make its vehicles autonomous and requires active driver supervision, had earlier been offered at a subscription of $199 a month.
Musk has long touted the FSD technology as a potential cash cow for the company, but has failed to keep his promise of a fully autonomous driving experience, amid stiff regulatory and legal scrutiny of Tesla’s safety and marketing.
Last month, Tesla said it will give a one-month trial of the driver-assist technology to existing and new customers in the U.S.