特斯拉正式起诉车管所，事情越闹越大了！

WBusiness商业03-01

图片/CEOBIZ作者：八个橙来源：互联网品牌官又闹上法庭了。2026年2月，外媒消息传来，特斯拉正式向法院提起诉讼。被告，是加利福尼亚州机动车辆管理局，也就是我们常说的DMV。特斯拉的诉求很明确：推翻此前DMV作出的一项行政裁决，彻底洗清“虚假宣传”的标签。图源：微博一切的起因，都是“自动驾驶”这几个字。DMV对特斯拉的指控，远不止“虚假广告”这一句笼统的定性。早在2023年11月，DMV就正式...

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Self-Driving（FSD，完全自动驾驶）”。监管机构指出，特斯拉官网曾明确宣称，相关系统“可在无需驾驶员任何干预的情况下完成短途或长途行程”。这种表述，直接模糊了“辅助驾驶”与“无人驾驶”的边界。更关键的证据，来自特斯拉CEO马斯克本人。他曾在公开场合多次演示，开启相关功能后双手离开方向盘，这种演示，可能会让很多消费者产生了误解，以为特斯拉的车辆，已经实现了真正意义上的无人驾驶。除了官网表述和马斯克的公开演示，DMV还指控，特斯拉在营销过程中，刻意淡化系统的使用风险，用醒目的“自动驾驶”字样吸引消费者，却用极小的字体标注安全提示，形成典型的“小字营销”陷阱。这场博弈的第一个节点，出现在2025年12月。加州行政法法官作出裁定，全面支持DMV的诉求，认定特斯拉的营销行为违反了加州《消费者法律救济法》，构成虚假宣传。当时的处罚力度不小。法官建议，暂停特斯拉在加州的生产与销售许可证各30天。这对特斯拉来说，无疑是致命打击——加州是特斯拉全球最大的消费市场之一，一旦被暂停销售，损失难以估量。或许是为了避免最坏的结果，特斯拉选择了妥协。DMV最终也放缓了处罚力度，给予特斯拉60天的整改期，核心要求只有一个：停用所有易引发误解的术语，全面修正营销宣传内容。2026年1月，特斯拉如期完成整改。它将FSD更名为“完全自动驾驶（辅助模式）”，在名称中直接加上“辅助”二字，明确其功能边界。同时，在美国和加拿大市场，全面停用“Autopilot”这一沿用多年的术语，彻底规避误导风险。整改通过，销售禁令的危机解除，外界都以为这场纠纷就此落幕。毕竟，特斯拉已经做出了让步，DMV也达到了规范营销的目的，双方似乎没有再争执的必要。但2026年2月13日，就在整改合格、危机彻底解除后，特斯拉悄悄向法院提交了诉状。它没有再纠结于术语的使用，而是直接要求法院，撤销此前DMV作出的“虚假宣传”裁定。其代理律师在诉状中辩称，DMV的裁定缺乏事实依据。他们认为，DMV从未提供有效证据，证明消费者真的因为术语使用而产生了实质性误解。特斯拉还强调，在用户购车、激活及使用相关功能的全过程中，他们已经通过多重渠道反复提醒。无论是用户手册、软件激活界面，还是培训视频，都明确告知用户，这些系统仅为辅助功能，驾驶员必须全程保持注意力，随时准备接管车辆。很多人不解：既然已经整改了，何必还要多此一举打这场官司？低头认下这个裁定，安安稳稳卖车不好吗？答案很简单：特斯拉输不起，也不能输。这场官司，从来都不是为了“争一口气”，而是为了守护它未来的核心命脉。特斯拉的野心，从来都不只是卖电动车。它早已将下一阶段的增长重心，全面押注在Robotaxi（无人驾驶出租车）业务上。目前，特斯拉已经在得克萨斯州奥斯汀开展少量Robotaxi试点测试，甚至启动了无方向盘、无踏板的Cybercab车型生产。图源：微博而此前DMV的“虚假宣传”裁定，一旦被维持，就会成为特斯拉身上一个洗不掉的法律污点。这个污点，会带来三个致命影响。第一，会引发大量历史自动驾驶事故的连带诉讼。如果“虚假宣传”的裁定成立，未来类似的诉讼会接踵而至，特斯拉将陷入无休止的法律纠纷和巨额赔偿中。第二，会成为未来交通事故诉讼的关键不利证据。只要特斯拉的车辆再发生与自动驾驶相关的事故，原告方就可以引用此次裁定，证明特斯拉长期误导消费者，刻意淡化系统风险，从而加重特斯拉的责任，让其付出更沉重的代价。第三，会阻碍全球监管机构对其自动驾驶技术商业化的审批。加州DMV的裁定，在全球汽车监管领域具有示范效应。如果连加州都认定特斯拉的自动驾驶宣传存在误导，其他国家和地区的监管机构，在审批特斯拉的L4级自动驾驶商业化、Robotaxi落地时，一定会更加谨慎。所以，特斯拉可以改名字、改宣传，却绝不能接受“虚假宣传”的定性。这场官司，本质上是特斯拉为捍卫其自动驾驶技术合法性、保障未来商业模式可行性的关键一役。不止特斯拉，过去几年，全球范围内，新能源车企的“夸大营销”乱象屡见不鲜。各种看似高大上的术语层出不穷，“全自动驾驶”“解放双手”“零事故”等口号满天飞。国内市场也不例外。前些年，国内新能源汽车行业也曾陷入营销术语的混乱中。“智能驾驶”“高阶自动驾驶”等表述被随意使用，部分车企甚至在宣传中暗示车辆可以实现无人驾驶，却在小字提示中悄悄规避责任。这种“小字营销”“夸大宣传”，不仅干扰了消费者的判断，也埋下了安全隐患。2025年4月，国家市场监督管理总局联合工信部发布通知，明确要求车企禁用“完全自动驾驶”“无人驾驶”等夸大表述，必须标注“辅助驾驶”或对应等级，收紧智驾宣传口径。图源：微博在当年的上海车展上，曾经随处可见的“高阶智驾”“解放双手”等字样，彻底消失不见。监管的收紧，是行业走向成熟的必然。但这场博弈，从来都不是“监管与企业的对立”，而是为了让技术发展回归理性，让营销宣传回归真实。目前，特斯拉起诉加州DMV的案件，还处于初始阶段。DMV尚未对此事发表评论，特斯拉也未进一步回应，这场法律拉锯战，大概率会持续很长一段时间。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","news_tag":"policyRegulatory","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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