Tesla has removed the Full Self-Driving branding from its European websites, replacing it with Tesla Assisted Driving. The decision follows concerns from regulators that the original name could mislead drivers regarding the vehicle's autonomy. The new terminology is currently live on company sites in Germany, Spain, the Netherlands, and Slovakia.
The software remains marketed as Full Self-Driving (Supervised) in the United States. Despite the rebranding, the system still requires constant human supervision, as drivers must remain attentive and legally responsible for the vehicle. The technology handles steering, acceleration, braking, and traffic responses, but does not reach SAE Level 3 autonomy.
The company is actively seeking broader European Union approval for its driver-assistance software, which Elon Musk views as a key component of Tesla's long-term business strategy. While eight EU countries have already authorized the system, with Slovakia expected to follow, a wider deployment vote has been delayed until at least December.
Regulators in countries like Sweden and Italy previously raised concerns that Tesla's marketing created a false impression of fully autonomous capabilities. The rebranding serves as a strategic concession aimed at removing regulatory obstacles, though it does not indicate changes to the underlying software or guarantee immediate approval.
