Tesla rebrands Full Self‑Driving as "Tesla Assisted Driving" across Europe amid regulator pressure

Tesla has renamed its Full Self-Driving feature to “Tesla Assisted Driving” on its European websites as regulators pressed the company to drop the misleading label. The change appears on pages for Slovakia, Germany, Spain and the Netherlands, while the US site still calls the option Full Self-Driving (Supervised). The move follows Germany’s report that Tesla offered to adopt the new name, and it aligns with statements from CEO Elon Musk that the technology is central to Tesla’s growth and that approval across the EU is a priority. A Reuters investigation showed Tesla organised a lobbying drive, urging owners to press national regulators for faster clearance. In September a Norwegian Tesla owner wrote to the Norwegian Public Roads Administration asking whether the renamed description addressed regulator concerns, urging the company to explain what it must deliver while waiting for EU approval. Regulators in Sweden and Italy have warned that the “Full Self-Driving” label can mislead buyers into thinking the system provides unsupervised autonomous driving, possibly at SAE Level 3. Both countries’ agencies said the name could give a false impression of higher automation levels, while authorities in several EU states stress that drivers must keep constant supervision and remain legally responsible. Eight EU members already permit the system, with Slovakia poised to become the ninth. An EU‑wide vote on the software, originally slated for October, has been pushed back to at least December, and France is conducting additional testing before its decision. ## Context The renaming reflects EU rules that require vehicle features to be described accurately to avoid misleading consumers about safety and driver responsibility.