San Francisco: California regulators are threatening to suspend Tesla's license to sell its electric cars in the state early next year unless the automaker tones down its marketing tactics for its self-driving features after a judge concluded the Elon Musk-led company has been misleading consumers about the technology's capabilities, the Associated Press reported.
The potential 30-day blackout of Tesla's California sales is the primary punishment being recommended to the state's Department of Motor Vehicles in a decision released late Tuesday. The ruling by Administrative Law Judge Juliet Cox determined that Tesla had for years engaged in deceptive marketing practices by using the terms “Autopilot” and “Full Self-Driving” to promote the autonomous technology available in many of its cars.
After presiding over five days of hearings held in Oakland, California, in July, Cox also recommended suspending Tesla's license to manufacture cars at its plant in Fremont, California. But California regulators aren't going to impose that part of the judge's proposed penalty.
Tesla will have a 90-day window to make changes that more clearly convey the limits of its self-driving technology to avoid having its California sales license suspended. After California regulators filed their action against Tesla in 2023, the Austin, Texas, company already made one significant change by putting in wording that made it clear its Full Self-Driving package still required supervision by a human driver while it's deployed.
“Tesla can take simple steps to pause this decision and permanently resolve this issue — steps autonomous vehicle companies and other automakers have been able to achieve," said Steve Gordon, the director of the California Department of Motor Vehicles.
Tesla didn't immediately respond to a request for comment on Wednesday.
The automaker has already been plagued by a global downturn in demand that began during a backlash to Musk's high-profile role overseeing cuts in the U.S. government budget overseeing the Department of Government that President Donald Trump created in his administration. Increased competition and an older lineup of vehicles also weighed on Tesla sales, although the company did revamp its Model Y, the world's bestselling vehicle, and unveil less-expensive versions of the Model Y and Model X.