Tesla drops ‘Autopilot’ branding in California after DMV warning

Tesla will no longer use the term “Autopilot” to describe its driver-assistance technology in California, after state regulators determined the language could mislead consumers about the vehicles’ autonomous capabilities.

The California Department of Motor Vehicles (DMV) announced that Tesla has taken corrective action following a December finding that the company’s marketing materials violated state law. 

Regulators said Tesla’s descriptions of its Advanced Driver Assistance System (ADAS), first published in May 2021, gave the impression that its cars could operate fully autonomously.

Previously, Tesla had added the qualifier “(Supervised)” to its “Full Self-Driving Capability” branding. 

However, in December, the DMV gave the company 60 days to also stop using the term “Autopilot” or face a 30-day suspension of its manufacturing and dealer licenses in the state. 

Such a move would have temporarily blocked Tesla from selling vehicles in California, its largest US market.

“The DMV is committed to safety throughout all California’s roadways and communities,” said DMV Director Steve Gordon. 

“The department is pleased that Tesla took the required action to remain in compliance with the State of California’s consumer protections.”

The decision highlights ongoing regulatory scrutiny of how automakers market driver-assistance technologies amid broader concerns about consumer safety and transparency.