Tesla rebrands 'Full Self-Driving' to 'Assisted Driving' in Europe

Germany announced that Tesla had offered to adopt the new name. Tesla's FSD pages in countries including Slovakia, Germany, Spain, and the Netherlands now redirect to 'Tesla Assisted Driving' pages, while the US site still refers to it as 'Full Self-Driving (Supervised)'.

This rebranding effort is part of Tesla's campaign to gain approval for its driver-assistance system in Europe. Documents obtained by Reuters show that Tesla has encouraged owners and supporters to lobby national regulators for faster approvals. For instance, a Tesla owner in Norway asked the Norwegian Public Roads Administration whether the name changes addressed concerns about the system's capabilities. Consumer protection authorities in Sweden had previously asked the Swedish Transport Agency to assess if Tesla's FSD marketing created a false impression of full autonomy. Similarly, Italian authorities noted in internal correspondence that the name 'Full Self-Driving' and promotional materials could lead users to believe the vehicle had unsupervised driving functions at higher automation levels, such as SAE Level 3.

Currently, eight EU countries permit the system, with Slovakia expected to become the ninth soon. However, an EU-wide vote on the software's approval has been postponed from October to at least December, with some countries like France conducting additional testing.