California Judge Rules Tesla Engaged in Deceptive Autopilot Marketing
A California administrative judge has determined that Tesla violated state false advertising and unfair competition laws through its marketing of Autopilot and Full Self-Driving features. The ruling stems from complaints alleging Tesla overstated the capabilities of its driver-assistance systems. Tesla vehicles require constant driver supervision despite claims suggesting advanced autonomy.
The decision follows a 2022 complaint filed by the California Department of Motor Vehicles seeking to revoke Tesla’s dealer and manufacturer licenses. Judge Juliet Cox found Tesla’s representations implied vehicles could operate without human intervention. Evidence included promotional videos showing hands-off driving and statements describing the technology as capable of full autonomy.
Tesla argued its disclaimers clearly stated the need for active supervision and that features were not fully autonomous. The company highlighted warnings in owner manuals and on-screen prompts requiring drivers to keep hands on the wheel. Tesla maintains Autopilot reduces crash rates based on internal data.
The ruling does not impose immediate penalties but allows the DMV to pursue license revocation or other remedies. Tesla plans to appeal the decision. The case adds to ongoing scrutiny of Tesla’s autonomous driving claims amid federal investigations into crashes involving Autopilot.
National Highway Traffic Safety Administration probes cover hundreds of incidents where Autopilot was engaged. Separate lawsuits accuse Tesla of misleading consumers about self-driving readiness. Tesla has updated software to enhance driver monitoring and renamed features to clarify limitations.
The judge noted Tesla’s marketing evolved over time but early promotions contributed to public confusion. Videos depicted vehicles navigating complex scenarios without driver input. Tesla removed some content and added explicit warnings following regulatory feedback.
Autopilot remains standard on new Tesla models with optional upgrades for enhanced capabilities. Over one million Tesla vehicles in California use the system. The state leads U.S. EV adoption with stringent consumer protection laws applied to automotive technology claims.
This case highlights challenges in marketing emerging driver-assistance technologies. Regulators seek accurate representations to prevent misuse. Tesla continues over-the-air updates to improve system performance and safety features.
Industry observers note similar scrutiny faces other automakers offering advanced driver aids. General Motors’ Super Cruise and Ford’s BlueCruise include hands-free capabilities with geographic restrictions. Clear communication of limitations remains critical across the sector.
