I agree that if the car is consuming 410 KW that the motor is outputting 550hp at most in situ. Nonetheless, it has nothing to do with the actual hp rating of the motor -- that is completely independant of the amount of power applied to the motor or the amount of energy output in a particular application. Perhaps they will continue to tweak the firmware to apply more power to the engines and change the performance of the car -- but unless they change the hardware, the horsepower rating of the motor will not change.
And what, in your opinion, determines the HP rating for an electric motor?
The "motor" itself does not, because continuous power rating is one of the primary trade-offs in designing electric power
systems. A brushless electric motor, all other things being equal, and particularly the power source (battery, inverter/controller, wiring) being capable, will simply draw more current when it experiences more load. It will continue to draw more current right up to the moment it burns up. Therefore, "maximum horsepower" rating for an electric motor is highly dependent on cooling. Furthermore, transient HP numbers can be quite a bit higher, if by "transient" we mean "3 seconds". And by "Quite a bit", I mean easily double.*
Tesla publishes a 691HP (515kW) number. Do we assume this applies to the entire power system, including cooling? Even assuming that, is 515kW motor input? Output? Momentary? If Momentary, how many seconds? Continuous?
Therefore, the statement "unless they change the hardware, the horsepower rating of the motor will not change" is not entirely true. For example, if Tesla sees from logs on thousands of vehicles that they were too conservative in setting limitations based on cooling, they could indeed change the rating. I'm not saying that it is likely that they will... I'm saying we don't have enough information on where the 'rating' comes from to state that it is an absolute limitation of the hardware.
All of this is VERY unlike ICE motors. Unless an ICE's hardware is changed, there is an absolute peak point of RPM*Torque = Power at Wide Open Throttle on a Standard Atmosphere day. Not so for an electric. RPM*Torque depends on both supplied voltage
and experienced load; surviving that depends on adequate cooling.