Tesla drops ‘Autopilot’ marketing to avert ban

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Tesla has narrowly averted a suspension of its dealer and manufacturer licenses in California after agreeing to remove the term “Autopilot” from the marketing of its vehicles within the state. 

The California Department of Motor Vehicles (DMV) had warned Tesla that its promotional language could mislead drivers by implying that its vehicles were capable of autonomous operation, despite requiring driver oversight. An administrative law judge had previously found that Tesla’s use of terms like “Autopilot” and “Full Self-Driving” overstated the systems’ capabilities.  

In response, Tesla altered its marketing materials to no longer include “Autopilot” and emphasized that all advanced driving features require active supervision by the driver. The DMV determined that this corrective action sufficiently addressed its concerns and allowed Tesla to continue selling vehicles in the state without interruption.  

The move comes as Tesla adjusts to broader market pressures, including cooling demand for electric vehicles and a strategic emphasis on future technologies such as robotaxis and humanoid robots.