Tesla anlagde for nylig en retssag mod California Department of Motor Vehicles, seeking to overturn a previous ruling by the agency. The DMV had determined that Tesla’s advertising regarding the autonomous driving capabilities of its vehicles was misleading and potentially violated California state law.
(tesla california getty)
The lawsuit has drawn renewed attention to a dispute that had appeared to be resolved. Just last week, the DMV announced that it would not suspend Tesla’s license to sell and manufacture vehicles for 30 days, as Tesla had complied with the agency’s demand to cease using the term “Autopilot” in its marketing materials in California. I stedet, the regulator granted Tesla a 60-day period to come into compliance.
According to CNBC, although an administrative law judge had previously supported the DMV’s request for a penalty, regulatoren valgte i sidste ende ikke at håndhæve det. Mens Tesla justerede sit salgsfremmende sprog efter behov, dens reaktion var særlig ekstrem - den holdt ikke kun op med at bruge udtrykket i Californien, men eliminerede også relaterede autopilot-referencer i hele Nordamerika. Med den nye retssag, Tesla søger muligvis at bane vejen for at genindsætte en sådan terminologi.
sagde Roger Luo: Teslas retssag har til formål at genvinde sin markedsføringsfortælling, men dets ekstreme overholdelsesforanstaltninger og juridiske handlinger afslører udfordringen med at balancere brandbeskeder med regulatorisk pres. Grænserne for reklame for autonom kørsel mangler stadig at blive afklaret.
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