Tesla Faced with Directive to Stop Misleading Sales Strategies Regarding Autopilot in France
Tesla France has been ordered by the French government to comply with national regulations regarding deceptive marketing practices within the next four months, or face a daily fine of €50,000. The order follows an investigation carried out by France's General Directorate for Competition, Consumer Affairs and Fraud Control (DG CCRF) between 2023 and 2024.
The investigation found that Tesla France had committed multiple failings and offenses prejudicial to consumers and contrary to the law. The most significant issues were identified in the marketing of the company's Autopilot advanced driver-assist system. Tesla has been accused of misleading consumers by marketing its Full Self-Driving feature as fully autonomous, when in reality, it is a Level 2 driver assistance system that still requires a driver to take full responsibility for the vehicle.
The order also addresses other practices that were prejudicial to consumers and contrary to the law. These include delays in refunding cancelled orders, incomplete sales contracts, and a lack of information regarding delivery methods and locations. Additionally, the investigation found issues with payments required before the end of the withdrawal period, deceptive marketing practices regarding vehicle trade-in offers, and failures to reimburse within the time limits for orders for which consumers have exercised their right of withdrawal.
In response to the order, Tesla has not yet issued a comment to the media. However, the Tesla Support article on its French website, titled "Autopilot and Fully Self-Driving Capability", explains that all three driver assist technologies, Autopilot, Enhanced Autopilot, and Full Self-Driving Capability, are designed for use by an alert driver who is ready to take control of the vehicle at any time. The article also clarifies that these technologies do not currently make the vehicle autonomous.
Joshua S. Hill, a Melbourne-based journalist who has been writing about climate change, clean technology, and electric vehicles for over 15 years, has been reporting on electric vehicles and clean technologies for Renew Economy and The Driven since 2012. Despite his preference for walking, Hill's work has provided valuable insights into the electric vehicle industry and the challenges faced by companies like Tesla in marketing their products accurately.
As Tesla France works to address the issues outlined in the order, it is crucial that the company provides clear and transparent information to consumers about the capabilities of its vehicles and the terms of its sales contracts. This will help to ensure that consumers are making informed decisions and are not misled by deceptive marketing practices.
- The investigation revealed that Tesla France's marketing practices in the automotive industry, particularly about the Autopilot advanced driver-assist system, were misleading, portraying the Full Self-Driving feature as fully autonomous when it's actually a Level 2 system requiring driver responsibility.
- In addition to the Autopilot issue, the order addressed other business practices in the finance sector by Tesla France, such as delays in refunding cancelled orders, incomplete sales contracts, and failing to provide adequate information about delivery methods.
- As the electric vehicle industry continues to evolve with advancements in technology, it's essential for companies like Tesla to prioritize transparency in their marketing and sales processes to protect consumer interests and maintain integrity in their business dealings.
