Tesla drops Full Self-Driving branding in Europe to win over regulators

Tesla has quietly retired the words “Full Self-Driving” in Europe. Starting October 8, 2026, the feature appears on the company’s European websites under a far humbler name: Tesla Assisted Driving. The software underneath is the same product Tesla has been marketing as Full Self-Driving (Supervised). Only the label changed, but in Europe the label was a big part of the problem. The rename is aimed squarely at regulators. Tesla wants its driver-assistance system approved across the continent, and the old branding was making that harder. What changed and why The pressure came most clearly from Germany. The country’s Federal Ministry of Transport considered the Full Self-Driving name misleading. Its objection was technical, and fair enough. The system is classified as a Level 2 driver-assistance feature, which means a human must supervise it continuously. The Netherlands had already made the same point in writing. When the Dutch vehicle authority RDW granted provisional approval to a limited version of the software in April 2026, it was blunt about what the product is. “A vehicle with FSD Supervised is not self-driving.” That approval covered a more restricted version than the one Tes...