Tesla is officially backing away from one of its most famous pieces of branding. The company has stopped using the “Autopilot” name in its marketing after pressure from the California Department of Motor Vehicles, which warned that Tesla could face a temporary suspension of its dealer and manufacturer licenses in the state if it did not change course. The system itself is still there in practice, but the label that helped define Tesla’s driver-assist story for years is now being phased out.
The issue, according to California regulators, is that names like “Autopilot” and “Full Self-Driving” can give shoppers the wrong idea about what the tech actually does. Tesla’s driver assistance features are designed to help with steering, speed control, and other tasks, but they still require an attentive driver who is ready to take over at any moment. That distinction has been at the center of regulatory scrutiny for a while, especially when marketing language starts to sound like the car can handle the whole job.
California’s DMV said Tesla took the required corrective steps to stop using “Autopilot” in marketing within the state, which allowed the automaker to avoid a 30-day suspension. In other words, this was not a casual rebrand or a fun refresh. It was a compliance move with real business consequences attached, and California is a massive market that no automaker wants to be locked out of, even temporarily.
So what is Tesla calling these features now? “Autopilot” has been renamed “Traffic Aware Cruise Control,” and “Full Self-Driving” now appears as “Full Self-Driving (Supervised)” in marketing materials. The supervised wording is the big tell here. It puts the responsibility back where regulators want it, on the driver, and it also lines up more closely with how the systems are intended to be used in the real world.
Of course, changing a name does not automatically change public perception, especially when the old terms have been baked into car culture for so long. Tesla fans will probably keep using the Autopilot nickname in conversation for years, but this move signals that regulators are pushing harder for clarity in how driver assistance tech is presented. And if California is willing to put licenses on the line, it is a good bet other states and agencies are paying attention too.
Mike Floyd is a finance executive by trade and a car enthusiast at heart. As a CFO with a keen eye for detail and strategy, Mike brings his analytical mindset to the automotive world, uncovering fresh insights and unique perspectives that go beyond the surface. His passion for cars—especially his favorite, the Porsche 911, fuels his contributions to Automotive Addicts, where he blends a love for performance and design with his professional precision. Whether he’s breaking down industry trends or spotlighting emerging innovations, Mike helps keep the site both sharp and forward-thinking.
