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Tesla Hits the Brakes on “Autopilot” Marketing in California
Sacramento, CA – Tesla will no longer use the term “Autopilot” in its vehicle marketing within California, a move announced by the state’s Department of Motor Vehicles (DMV). This decision comes after a judge ruled in December that the company’s previous marketing language was deceptive.
The DMV had previously argued that both “Autopilot” and “Full Self-Driving” (FSD) – Tesla’s driver-assistance and self-driving modes, respectively – misled consumers about the true capabilities of these systems. While Tesla had already appended “(Supervised)” to “Full Self-Driving” to emphasize the need for driver oversight, the continued use of “Autopilot” prompted the DMV to escalate the matter to the California Office of Administrative Hearings.
Following the judge’s recommendation for a suspension of sales and manufacturing, the DMV granted Tesla a 60-day grace period to rectify its marketing.
“Since then, Tesla took corrective action and has stopped using the misleading term ‘Autopilot’ in the marketing of its electric vehicles in California,” the DMV stated in a press release. “Tesla had previously modified its use of the term ‘Full Self-Driving’ to clarify that driver supervision is required. By taking this prescribed action, Tesla will avoid having its dealer and manufacturer licenses suspended in the state for 30 days by the DMV.”
Beyond the name change, Tesla has also revamped its driver-assistance offerings. The former “Autopilot” mode has been discontinued, and owners are now required to subscribe to “FSD Supervised.” This shifts from a one-time purchase fee of $8,000 to a monthly subscription of $99, a price CEO Elon Musk has indicated will increase as the system evolves.
California remains Tesla’s largest market, accounting for roughly 30% of its global sales. The company recently announced plans to begin manufacturing its Optimus humanoid robots at its Fremont factory by the end of 2027, a facility that previously produced the now-discontinued Model S and X vehicles.