Tesla has renamed its Full Self-Driving software to Tesla Assisted Driving across its European websites as the electric vehicle maker works to secure broader regulatory approval for the technology.
The rebranding follows concerns from European regulators that the previous name could mislead consumers into believing Tesla vehicles can drive autonomously without human supervision. Germany’s transport ministry said Tesla had offered to adopt the new name following discussions with the company.
The software can assist with driving tasks, but drivers must remain attentive and ready to take control of their vehicles. The name change does not mean Tesla’s system has become fully autonomous; instead, it addresses concerns about how the technology is presented to consumers.
Tesla has introduced the new branding on websites in several European countries, including Germany, Spain, the Netherlands and Slovakia. The company continues to use the name “Full Self-Driving (Supervised)” on its US website.
The move comes as Tesla CEO Elon Musk pushes for wider approval of the software across the European Union. Eight EU countries currently permit the system, with Slovakia expected to become the ninth. However, an EU-wide decision on broader approval has been postponed from October to at least December, as countries including France conduct further evaluations.
For Tesla, gaining wider European approval could expand access to its driver-assistance technology and create additional revenue opportunities. The rebranding also highlights the regulatory challenges facing automakers as they develop increasingly advanced driving systems while navigating safety requirements and consumer-protection rules.
Leave a comment