The carmaker warned that branding limits could cost billions and deter British investment.
Tesla has challenged the UK government over proposed autonomous driving legislation, warning that the rules will stifle innovation and deter investment. The Department for Transport plans to require vehicles marketed as self-driving to be fully autonomous, forcing the carmaker to drop references to self-driving for its Full Self-Driving system starting in January.
Tesla warned that altering established branding would confuse consumers, raise business costs, and cost the company billions of dollars. In China, Tesla previously rebranded the technology as Tesla Assisted Driving. In the UK, the company currently charges a subscription of £99 per month for basic capability while awaiting full regulatory approval.
Government research from Ipsos revealed widespread misconceptions about driver assistance systems. The poll found that a third of respondents believed the system allows drivers to remove their hands from the wheel. It also showed that 18% thought they could watch television, while 15% of respondents aged 16 to 34 believed they could sleep or drink alcohol while driving.
FSD launched in the US in 2020 and has gained regulatory approval in six European Union nations. Tesla reported that it logged over 50,000 test miles of FSD and more than 180,000 miles with data-collection cars on British roads, contributing to nearly one million test miles across Europe without collisions.
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