This was discovered via the Android app in particular: https://play.google.com/store/apps/details?id=com.teslamotor...
I did some sniffing on the traffic, which is SSL encrypted, but luckily it's pretty easy to install your own CA in Android 4.1+.
They have both a Rails app and a nodejs server. The nodejs server is for live streaming car location and driving metrics. I haven't gotten that documented yet (but I'm accepting pull requests!), but some people have already been making use of it: http://www.teslamotorsclub.com/showthread.php/13410-Model-S-...
One guy already has his Model S tweeting: https://twitter.com/pureamps