Tesla has changed the name of its driver-assistance technology from “Full Self-Driving” to “Assisted Driving” in European markets, a move that follows direct criticism from German safety officials regarding the accuracy of the original branding.
The German Federal Ministry of Transport (BMV) stated on Tuesday that the acronym “FSD” was “somewhat misleading.” In a formal statement, the ministry clarified that the technology does not take over the entire driving task but instead functions as a support system for specific actions such as steering, braking, and accelerating. The regulator emphasized that drivers must remain attentive at all times while using the feature.
The rebranding applies specifically to the European market, where Tesla is seeking broader regulatory approvals. The system continues to be marketed under the “Full Self-Driving (Supervised)” label in the United States, where it is offered to owners as a monthly subscription service priced at $99.
This change comes amidst intensified scrutiny of Tesla’s autonomous driving claims across multiple jurisdictions. In the U.S., the National Highway Traffic Safety Administration (NHTSA) is currently investigating whether the system poses risks in conditions with reduced visibility, such as fog or intense sunlight. Regulators are also examining whether the technology has led to traffic violations and collisions.
Legal challenges are also mounting. In December 2025, a California judge ruled that Tesla engaged in deceptive marketing by falsely implying its Autopilot and FSD systems were fully automated. Tesla has filed a countersuit against the California DMV in Los Angeles Superior Court to contest the designation, and the litigation remains ongoing.
The pressure on regulators has not been one-sided; reports indicate that Tesla has aggressively lobbied European authorities, particularly in the Netherlands, for rapid approval. According to Reuters, this pressure campaign has, in some instances, compelled regulators to scale back the intensity of their safety reviews.
Tesla reported having 1.48 million active FSD subscriptions during its second-quarter earnings update, though the company did not disclose how many of those accounts originated from free trials or promotional incentives.
A representative for Tesla did not immediately return a request for comment regarding the branding change.
I’m surprised they only changed it for Europe. Why keep calling it Full Self-Driving elsewhere?
Still costs $99 a month. If it’s only assisted, why the premium price tag?
So misleading marketing finally caught up with them? About time regulators in Europe stood their ground.