Tesla
Subscribe to Your Own Car
$420B
Value Extracted
5
Key Initiatives
The Story
Tesla was selling cars with all the hardware included. We helped them realize that hardware is just a platform for software subscriptions. Why sell heated seats once when you can rent them monthly forever?
Key Achievements
Pioneered heated seat subscriptions ($8/month for hardware you already own)
Created Full Self-Driving vaporware sold for $15k with perpetual 'coming soon'
Removed radar sensors from cars and called it an 'upgrade'
Locked features behind software paywalls post-purchase
Made Supercharger access yet another subscription opportunity
EnshitifAi helped us see that car ownership is just long-term renting.
E. Musk
Technoking of Tesla
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