Tesla renames ‘Full Self-Driving’ to ‘Tesla Assisted Driving’ in Europe
Tesla has rebranded its 'Full Self-Driving (Supervised)' software to 'Tesla Assisted Driving' in Europe following pressure from German regulators. The move aims to address concerns that the previous name was misleading and to facilitate broader regulatory approval across the EU.
Why it matters
The rebranding highlights the ongoing tension between tech companies' marketing claims and the regulatory requirements for autonomous vehicle safety.
Tesla has changed the name of its advanced driver assistance system in Europe after pushback from Germany’s transportation ministry. It’s now called “Tesla Assisted Driving,” instead of “Full Self-Driving (Supervised).”
It’s a big capitulation from Tesla, which has been using the “Full Self-Driving (Supervised)” name for years despite the system requiring humans to pay attention to the road and take over when necessary. But the name change could help Tesla achieve its goal of wider adoption on the continent, which could unlock a potentially massive new revenue stream for the company.
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