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Tesla's massive Autopilot recall reflects the real-world risk of Elon Musk's hyperbolic promises

today 12/15/2023
Elon Musk, the CEO of Tesla, is known for his bold claims and self-promotion. He believes that because he creates the best products, he can say whatever he wants. However, this bluster extends beyond his social media presence and interviews, as it also appears in Tesla's official marketing materials. One example is the Autopilot feature, which Tesla owners were led to believe could drive their cars autonomously. This has led to an investigation by US safety regulators and a recall of nearly all Tesla cars on US roads. Despite its name, Autopilot does not allow the car to drive itself, and the more advanced Full Self Driving feature also requires the driver's attention. Tesla's marketing of these features as self-driving has raised concerns about the false sense of security they may give drivers. Tesla has not responded to requests for comment and has not issued any statements about the recall. These driver-assist systems are a key part of Tesla's business model, which has made it the most valuable automaker despite its low sales compared to competitors. Investors continue to be enthusiastic about Tesla, as its stock remains high. Despite well-documented issues with the Full Self-Driving system, Tesla bulls are not concerned. Analysts see Tesla's growth story continuing, even though the safety of the software is in question. Musk's hype about Tesla's self-driving capabilities only adds to the company's reputation, even though it is not yet fully autonomous. Tesla's official manuals clearly state that human drivers must remain alert while using these features, but some drivers have ignored this warning. Tesla has faced multiple lawsuits related to the Autopilot system, with one ruling finding reasonable evidence that Musk and other executives promoted Autopilot despite knowing its defects. However, Tesla claims that when used properly, Autopilot improves driver safety. CEO hyperbole about self-driving capabilities is particularly risky because driver-assist technology remains largely unregulated. Ultimately, Tesla relies on an honor system where drivers are supposed to keep their hands on the wheel but are led to believe that the car can drive itself.
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