Tesla changes “Full Self-Driving” name in China amidst regulatory challenges

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Tesla has been forced to change the name of its “Full Self-Driving” driver assistance feature in China, now referring to it as “Intelligent Assisted Driving” on its Chinese website. This move follows a suspension of the free trial for the software in China, as reported by Electrek. Tesla’s customer support account on the Chinese social media platform Weibo announced that the company is actively working on the process and will share updates once available. The change comes as part of Tesla’s efforts to align with local regulations.

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The company has faced significant difficulties rolling out the software in China, where regulators tend to take a more stringent approach compared to the United States. According to reports, Chinese regulators informed Tesla that the timeline for approving the “Full Self-Driving” feature is now “indefinite,” despite earlier indications that approval would come by spring. Moreover, the software has been found to have potentially dangerous flaws, such as misinterpreting bike lanes as right-turn lanes and running red lights, which has led to numerous fines for drivers testing the software on public roads.

Tesla has also faced criticism for its misleading naming convention. Despite the name “Full Self-Driving,” Tesla’s website acknowledges that the feature does not provide fully autonomous driving and requires the driver to remain ready to take over control at any time. This has drawn the attention of regulators in both the US and China. In 2022, the California Department of Motor Vehicles accused Tesla of making misleading claims in its advertising, and in 2023, former US Transportation Secretary Pete Buttigieg criticised the lack of common sense in the system’s name.

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In addition to changing the name, Tesla has removed the term “Autopilot” from the Chinese version of its software. The entry-level software, which is included in the base price of the vehicle, is now called “Basic Assisted Driving.” This adjustment reflects the reality of the technology and is a change Tesla should have implemented worldwide years ago. The company’s misleading marketing has already been linked to numerous collisions and fatalities in the US, with regulators warning that Tesla’s advertising could be creating a false sense of security for its customers. Tesla’s ability to navigate China’s regulatory environment and roll out its software remains uncertain, with further delays and complications likely.