The German Centre for Protection against Unfair Competition (Wettbewerbszentrale) is again taking action against Tesla. After being warned for false advertising, the focus is now on the driver assistance system “Autopilot”.
The various advertising statements about the system were criticized as misleading and a cease-and-desist action has been filed. Now it remains to be seen how Tesla deals with the hurdle in the major European car market. In defense of Tesla, CEO Elon Musk has usually been quite direct with his promises, although much may have been lost through translation and marketing jargon.
A realignment of their marketing strategy and communications seems likely.
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