Turo begins labeling Tesla rentals with Full Self-Driving, as subscriptions surge

Turo said this week it will begin flagging which Tesla rentals on its peer-to-peer marketplace have Full Self-Driving (Supervised) enabled, letting renters search specifically for cars equipped with the advanced driver-assist system for the first time. The car-sharing platform is tapping Tesla's API to verify which listed vehicles actually have FSD active, and it is giving eligible hosts a free one-month trial of the software so they can add it to their listings, TechCrunch reported. Renters of an FSD-enabled Tesla will see mandatory language warning them to keep monitoring the road and be ready to take over instantly, plus a Tesla-made tutorial, according to the companies' joint announcement.

The deal lands as Tesla leans harder on Full Self-Driving to sell cars. In its third-quarter shareholder update filed with securities regulators, Tesla reported that global active FSD subscriptions climbed from 1.48 million to 1.74 million in a single quarter, with North American deliveries showing what the filing called "a nearly twenty percentage point sequential increase" in the share of buyers paying for the option. TechCrunch's reporting put the North American attach rate above 75% for the quarter, and said roughly 1.7 million customers worldwide have now paid for FSD out of more than 10 million Teslas the company has built and sold. Tesla chief executive Elon Musk summed it up on X: "People are buying FSD with a car attached, not the other way around." On the October 21 earnings call, finance chief Vaibhav Taneja said shoppers increasingly ask, "Can we get into an FSD drive?" rather than requesting a specific model.

Full Self-Driving (Supervised) remains an SAE Level 2 system, meaning the person behind the wheel is legally responsible for the car at all times even while the software steers, brakes and changes lanes; Tesla renamed the feature "Assisted Driving" in Europe earlier this month after German regulators called the US branding misleading. Turo cited its own research showing 55% of Americans are interested in driverless technology for travel, rising to 71% among Gen Z, and said the Model 3 and Model Y are already its third- and fourth-most-booked vehicles this year. Turo chief executive Andre Haddad said in a statement that "the demand is clear." The expansion comes as Tesla's US new-vehicle sales have slipped this year, making software subscriptions an increasingly important revenue lever alongside hardware sales.