Tesla’s ‘Full Self-Driving’ Becomes ‘Assisted Driving’ in Europe
Tesla has rebranded its 'Full Self-Driving' feature to 'Assisted Driving' in Europe following pressure from German regulators. The move aims to address concerns that the previous name was misleading while potentially clearing the path for wider regulatory approval in the EU.
Why it matters
This shift highlights the growing regulatory scrutiny of autonomous vehicle marketing and the tension between tech innovation and consumer safety standards.
Tesla offered to change the name, according to a statement by the German Transport Ministry. The statement says that German Transport Minister Steffen Bilger found the “FSD” name “somewhat misleading.” After discussions with Tesla last month, Bilger said he would now advocate for European regulators to approve the feature “as quickly as possible.” The EU will likely vote on its approval by the end of the year.
On Friday, Tesla began using the Tesla Assisted Driving language on its European sales website. The automaker didn’t immediately respond to a request for comment.
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