Tesla has replaced the "Full Self-Driving (Supervised)" label with "Assisted Driving" for its vehicle software in Europe following criticism from German authorities. The German Federal Ministry of Transport stated that the previous branding was "somewhat misleading" because the system does not take over the entire driving task. Instead, the ministry described the technology as a driver assistance system that supports specific functions like accelerating, braking, and steering, requiring the driver to remain attentive at all times.
This change applies only to the European market. In the United States, Tesla continues to sell the package under the Full Self-Driving (Supervised) name as a $99 per month subscription for owners. The rebranding occurs as Tesla seeks approvals across Europe, where electric vehicle sales have risen this year due to high fuel costs linked to the war in Iran. Tesla sales in the region have also shown signs of recovery after a slump last year.
Regulatory scrutiny of Tesla's technology has intensified recently. Reuters reported that Tesla has pressured automotive regulators, particularly in the Netherlands, for rapid approval of its system. According to that report, such pressure led some regulators to reduce the intensity of their safety tests and reviews. In the United States, the National Highway Traffic Safety Administration is investigating whether it is safe for drivers to use the system in conditions with reduced visibility, such as fog or glaring sun. The agency is also examining whether the system contributed to traffic violations by Tesla drivers, some of which resulted in collisions.
Legal challenges related to the marketing of these features are also ongoing. In December 2025, a California judge determined that Tesla engaged in deceptive marketing by falsely implying its Autopilot and Full Self-Driving systems were fully automated. Tesla has countersued the California Department of Motor Vehicles in Los Angeles superior court to remove the "false advertiser" label from its record. That litigation remains active.
Financial disclosures from Tesla indicate a growing user base for the technology. In its second-quarter earnings update, the company reported 1.48 million "active" subscriptions. Tesla did not specify how many of those subscriptions originated from free trials or other incentives. The company did not immediately respond to a request for comment regarding the rebranding.