Tesla has made a significant change in its marketing strategy by no longer using the term “Autopilot” to describe the self-driving capabilities of its vehicles in California. This decision was made in order to avoid a 30-day sales suspension imposed by the California Department of Motor Vehicles (DMV). The DMV had found in December that Tesla’s marketing materials were in violation of state law and were misleading customers into believing that their cars could drive autonomously.
The issue stemmed from Tesla’s written marketing materials for Advanced Driver Assistance Systems (ADAS) features that were first introduced in May 2021. This eventually led to Tesla adding “(Supervised)” to its use of “Full Self-Driving Capability.” In response to the DMV’s complaint, Tesla was given a 60-day window to stop using the term Autopilot or face a 30-day suspension of its manufacturing and dealer licenses in California, effectively preventing the company from selling vehicles in its largest US market.
DMV Director Steve Gordon emphasized the importance of safety on California’s roadways and commended Tesla for taking the necessary steps to comply with the state’s consumer protection laws. This move by Tesla signifies a shift in its approach to marketing its self-driving features and underscores the company’s commitment to ensuring transparency and accuracy in its communications with customers.
Overall, Tesla’s decision to rebrand its self-driving capabilities in California demonstrates its willingness to address regulatory concerns and prioritize safety in its operations. By making this adjustment, Tesla is taking proactive measures to align with state regulations and maintain a positive relationship with regulators and consumers alike.