Tesla Drops ‘Autopilot’ Name in California
▼ Summary
– Tesla has stopped using the term “Autopilot” for its self-driving features in California to avoid a 30-day sales suspension.
– The California DMV found Tesla’s marketing violated state law by misleading customers about autonomous driving capabilities.
– The issue stemmed from marketing materials Tesla began publishing in May 2021 for its Advanced Driver Assistance Systems (ADAS).
– Tesla had previously appended “(Supervised)” to its “Full Self-Driving Capability” and was given a 60-day deadline to also stop using “Autopilot.”
– The DMV stated Tesla took the required corrective action to comply with California’s consumer protection laws.
In a significant shift for the electric vehicle giant, Tesla has ceased using the term “Autopilot” in its marketing within California. This move resolves a major regulatory dispute and allows the company to continue vehicle sales in its largest U.S. market. The California Department of Motor Vehicles confirmed that Tesla took the necessary corrective action after a December finding that the company’s advertising violated state law. Regulators determined the language could mislead customers into believing their vehicles possess full autonomous driving capabilities without supervision.
The regulatory scrutiny focused on written marketing materials for Tesla’s Advanced Driver Assistance Systems, or ADAS features, which the company began publishing in May 2021. This earlier review had already prompted Tesla to append the word “(Supervised)” to its “Full Self-Driving Capability” descriptions. The December notice from the DMV presented a more serious ultimatum, giving Tesla a 60-day period to also stop using the “Autopilot” name. Failure to comply would have triggered a 30-day suspension of its manufacturing and dealer licenses, effectively halting new vehicle sales in the state.
The California DMV emphasized its commitment to roadway safety and consumer protection. Director Steve Gordon stated the department was satisfied with Tesla’s compliance, noting the required actions ensure the company adheres to state consumer protection laws. This resolution underscores the ongoing tension between rapid technological advancement in driver-assist systems and the regulatory frameworks designed to manage public expectations and safety. While Tesla’s systems remain among the most advanced on the market, regulators insist that marketing must clearly communicate the need for active driver engagement.
This development is part of a broader, global conversation about how automated driving features are named and advertised. Terminology like “Autopilot” or “Self-Driving” can create potential safety risks if drivers overestimate a system’s capabilities. Tesla’s adjustment in California may influence its marketing strategies in other jurisdictions facing similar regulatory pressures. The company’s driver-assistance technology continues to evolve, but its communication with customers must now navigate a more stringent legal landscape to avoid accusations of misleading claims.
(Source: The Verge)
