Stage Zero
18 February 2026
After a three-year legal showdown over "deceptive marketing," Tesla has finally surrendered the "Autopilot" brand in California to dodge a catastrophic 30-day suspension of its sales and manufacturing licenses in its largest U.S. market. But this isn't just a regulatory retreat—it’s a high-stakes business pivot. By discontinuing the basic "Autopilot" and rebranding its software as "Full Self-Driving (Supervised)," Tesla is trading a controversial label for a $99-a-month subscription model that Elon Musk expects will only get more expensive as the tech "evolves". It’s a masterclass in staying legal while ensuring the subscription revenue keeps rolling in
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