Mercedes Drops TV Ad About Self-Driving Features

Daimler AG’s Mercedes-Benz unit has withdrawn a television ad in the U.S. that touts the Drive Pilot self-driving feature of its 2017 model E-Class luxury sedan.

Consumer and safety groups had complained the ad misleadingly implies the car is capable of truly autonomous driving. The spot includes a fine-print message at the end that states, “Vehicle cannot drive itself, but has automated driving features.”

Mercedes also has modified print ads about the Drive Pilot system, which can automatically brake, accelerate and steer under certain conditions. Mercedes tells Automotive News the feature is a “technological tour de force” but says it pulled the TV ad to avoid “any potential confusion in the marketplace."