Tesla Rebrands Self-Driving Software to Satisfy European Regulators
Tesla renamed its Full Self-Driving feature to Tesla Assisted Driving in Europe to address regulatory concerns over misleading branding.
Tesla rebranded its Full Self-Driving feature as Tesla Assisted Driving on its European websites to resolve regulatory concerns that the original name was misleading. The change follows a statement from Germany confirming the company offered to switch terminology as CEO Elon Musk seeks EU-wide approval for the software.
Regulators in Italy and Sweden previously questioned whether the original branding falsely implied the system was capable of unsupervised autonomous driving. Authorities noted that drivers must remain legally responsible and provide constant supervision. In contrast, the company continues to use the term Full Self-Driving (Supervised) on its United States website.
Tesla is currently campaigning for European clearance and encouraging supporters to lobby national regulators. While eight EU countries currently allow the system and Slovakia is expected to follow shortly, a broader EU-wide vote has been delayed from October to at least December. This delay allows for further testing in countries such as France.
