A jury verdict holds Tesla accountable for half of the damages in a deadly crash in Florida that was using its Autopilot driver assist technology. Consequently, the company is looking at a potentially massive financial hit. The court subsequently ordered the electric vehicle manufacturer to pay more than $240 million in damages to victims’ families. This ruling shines a light on Tesla’s longstanding focus on safety as well as their marketing and statements regarding its advanced driving features.
In 2019—a relatively recent crash—involving a Tesla using Autopilot. The car subsequently crashed into another vehicle, leading to a heartbreaking compounding fatal-crash. The case has drawn attention to Tesla’s use of the term “Autopilot,” which some argue could mislead consumers regarding the capabilities of the technology.
The Court’s Decision
Following the trial, the jury awarded $43 million in compensatory damages. They gave $200 million in punitive damages on top of that – raising the total to a jaw-dropping $243 million. Tesla now contends that its pre-trial agreement limits punitive damages to three times its compensatory damages. That could mean the company ultimately pays a significantly smaller total sum.
Tesla’s legal team adamantly insisted plaintiffs manufactured a complete fiction. They argued that the fault was placed on the vehicle, even though the driver took responsibility right from the start. The company outrageous claimed that the plaintiffs fabricated an account in order to blame the car. First day on the job – that was the defense’s position all along.
Nonetheless, the jury’s verdict suggests that a dangerous precedent has been established in the very troubling manner Tesla promotes its Autopilot system. Brett Schreiber, the plaintiffs’ lead attorney for the case, rebuked Tesla’s use of language. He continued, “If somebody is being fast and loose with language, they’re being fast and loose with content and data.”
Implications for Tesla’s Future
Tesla’s Autopilot offers active assistance, such as changing the lane a driver is in at the touch of a button, or adjusting the vehicle’s speed. It does not provide complete autonomous driving functions. This distinction is of critical importance as we enter 2023. Tesla itself is preparing to rollout a full driverless taxi service in dozens of cities over the next few months. To win over consumers, Elon Musk needs to demonstrate that Teslas can drive themselves safely.
In his pre-crash commentary on CAV technology, plaintiff George McGee expressed optimism about the technology. Tetchi added, “I was under the impression that if the car detected something in its path, it would issue a warning and then brake for you.” His experience serves as a reminder not to let consumer optimism outpace the reality of what tech can deliver.
Futurists have warned that this decision could set a dangerous precedent for the automotive market. Dan Ives of Wedbush Securities made a pretty sensational claim. It’s such a big number that will send shock waves to others in the industry,” he noted. We hope this ruling encourages other manufacturers to reconsider their own marketing practices related to driver assist technologies.
Ongoing Safety Concerns
This risks underm Tesla’s message that drivers need to remain vigilant at all times while using Autopilot -something Tesla heavily promotes. They promote their motto of keeping your eyes on the road and your hands on wheel. Critics say that naming their driver assist tech “Autopilot” misleads drivers. This can lead to confusion in the public’s mind about how much control drivers really have.
As Tesla prepares for future expansions in autonomous driving technology, it faces growing scrutiny regarding safety measures and consumer education. No matter how this case plays out, Tesla may be required to change how it markets vehicles to consumers. The new company will need to successfully convince these parties that its vehicles are safe and reliable.
