Mercedes Retracts E-Class Ad Claiming Autonomous Functions

Earlier this week, Mercedes has been under fire due to its “The Future” campaign, which claims that the new E-Class will come with automated driving features. Mercedes has decided to withdraw the advertisement, which was misleading since it compared its new E-Class to a self-driving concept car.

In a statement, Mercedes said “Given the claim that consumers could confuse the autonomous driving capability of the F015 concept car with the driver assistance systems of our new E-Class in our ad ‘The Future,’ Mercedes-Benz USA has decided to take this ad out of the E-Class campaign rotation.”

The Mercedes’ F105 is a research vehicle that is fully autonomous which allow passengers to travel without driving.

Due to the recent failures of self-driving cars by Tesla, the U.S. National Highway Traffic Safety Administration (NHTSA) has been scrutinizing automated driving features and the claims of it to boost car sales.

“While the new E-Class has a host of technology that will serve as the building blocks for increasing levels of autonomy, it is not an autonomous vehicle and we are not positioning it as such,” Mercedes-Benz said.

The company said that its marketing had always made it clear that the E-Class was to assist the driver, not to drive for them.

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