The electric vehicle company’s continued marketing of its Full Self-Driving option—despite its admission that the technology is not autonomous—appears to flout a specific aspect of state rules.
alifornia, the main U.S. market for Tesla’s electric vehicles, enacted a new law at the start of 2023 that requires automakers and dealers to avoid “deceptively marketing” partially automated driving technology as fully autonomous. So far, however, Tesla appears to be ignoring a key element of that rule change as it continues to promote its so-called Full Self-Driving feature to California customers even though the company has admitted this does not make its cars fully autonomous.
“It's marketing the feature as Full Self-Driving, I think that pretty clearly lulls drivers into a false sense of complacency.”As of Jan. 4, however, California-based customers ordering Teslas directly from the company’s website—the only place they’re available for sale—are still asked if they’d like to add the $15,000 Full Self-Driving option to vehicles they’re configuring.
“It is just fundamentally unsafe to call driver assistance software self-driving. So it really is up to the DMV to enforce it,” said Adam Kovacevich, CEO of the Chamber of Progress, an interest group pushing for stronger rules on the marketing of automated driving tech. “Tesla's software is amazing driver automation software, but it’s not autonomous vehicle software.
Tesla's description of its Full Self-Driving features notes it doesn't actually enable autonomous driving.by email that it “will be sending a notice to industry customers discussing the new law and the possible ramifications of non-compliance.” It also said that prior to implementation of the new law it “filed accusations in July 2022 against Tesla’s manufacturer and dealer licenses in California for misleading and false advertising with regard to the use of the term ‘Full Self-Driving’ and description of ‘Autopilot.’ The DMV is in the discovery stage of the proceeding and will have no further comment on the accusations until the process is complete.”The California rule, the first of its kind in the U.S.
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