Have you ever imagined hopping into a car that drives itself while you sip coffee and scroll through your phone? It sounds like a dream, right? But for many Americans, the idea of self-driving cars—especially Tesla’s much-hyped Full Self-Driving (Supervised) system, or FSD—feels more like a gamble than a game-changer. A recent survey paints a surprising picture: instead of drawing crowds, Tesla’s autonomous tech is pushing more potential buyers away than it’s pulling in. Let’s dive into why this futuristic promise is hitting a wall and what it means for the electric vehicle (EV) market.
The Promise and Peril of Tesla’s Self-Driving Vision
Tesla has long positioned itself as the pioneer of autonomous driving, with its CEO boldly claiming that self-driving cars are the future of transportation. The company’s FSD system, marketed as a step toward fully autonomous vehicles, promises to handle city streets, navigate traffic, and even park itself—albeit with a human driver still at the wheel for now. But despite the hype, a poll of 8,000 U.S. consumers conducted in August 2025 revealed a stark reality: only 14% of respondents said FSD makes them more likely to buy a Tesla, while a whopping 35% said it actually makes them less likely to consider the brand. What’s going on here?
I’ve always found it fascinating how technology can inspire both awe and unease. In my experience, innovations like self-driving cars stir up a mix of excitement and skepticism—especially when lives are at stake. The survey suggests that Tesla’s bold claims about FSD might be outpacing public trust, and it’s not hard to see why.
Consumer Skepticism: A Trust Deficit
At the heart of the issue is a lack of consumer confidence. The survey found that 51% of respondents were indifferent to FSD’s availability, meaning it neither attracted nor repelled them. More alarmingly, nearly half of those polled believe the technology should be outright illegal. That’s a tough pill to swallow for a company banking on autonomy as its golden ticket. So, what’s fueling this skepticism?
- Uncertainty about safety: Many consumers worry that FSD isn’t reliable enough to handle unpredictable real-world scenarios, like erratic drivers or sudden road hazards.
- Misleading marketing: Tesla’s branding of FSD as “self-driving” can feel deceptive when the system still requires constant human supervision.
- High-profile incidents: Recent lawsuits, including one where Tesla was found partially liable for a fatal crash involving its Autopilot system, have raised red flags.
Consumers want clear and strong regulations governing autonomous vehicles, whether fully or partially automated.
– Head of research at a political consulting firm
It’s worth noting that Tesla’s own manuals contradict some of its bold marketing. While the company touts FSD as a “life-changing” product, its fine print warns drivers to keep their hands on the wheel and be ready to take over at any moment. This disconnect between expectation and reality seems to be a major sticking point for buyers.
Tesla’s Brand Reputation Takes a Hit
Beyond FSD, Tesla’s overall brand reputation is slipping. The same survey revealed that Tesla now has the worst reputation among U.S. EV makers—a remarkable fall for a company once seen as the darling of the electric vehicle world. Between July and August 2025, the percentage of consumers viewing Tesla cars as unsafe rose from 34% to 36%, while those calling them “very safe” dropped from 17% to 13%. For context, brands like Honda, Toyota, and Chevrolet were rated as safer by far more respondents.
Perhaps the most interesting aspect is how Tesla’s challenges extend beyond technology. The company is grappling with an aging lineup of vehicles, fiercer competition from rivals like China’s BYD, and a CEO whose political stances have sparked controversy. Sales in Europe, for instance, plummeted 40% in July 2025 compared to the previous year. That’s a steep decline for a brand that once dominated the EV market.
| Brand | Perceived Safety (% Very Safe) | Perceived Unsafety (% Unsafe) |
| Tesla | 13% | 36% |
| Honda | 25% | 10% |
| Toyota | 28% | 8% |
| Chevrolet | 22% | 12% |
This table highlights just how far Tesla has fallen in the eyes of consumers. It’s a wake-up call for a company that’s been riding high on innovation but now faces a trust crisis.
The FSD Education Problem
Tesla’s leadership has acknowledged that part of the problem is awareness—or lack thereof. During a recent earnings call, the company’s CEO admitted that “the vast majority of people don’t know FSD exists.” Even among Tesla owners, only about half of those eligible to use FSD have actually tried it. To address this, Tesla is ramping up efforts to educate customers, from service center demos to promotional videos showcasing FSD’s capabilities.
But here’s the rub: education alone might not be enough. When you’re asking consumers to shell out $99 a month or a hefty upfront fee for a system that’s still in “supervised” mode, you’re fighting an uphill battle. Tesla’s CFO likened FSD to a “personal chauffeur” costing just $3.33 a day, but for many, that price feels steep when the tech isn’t fully autonomous.
FSD is like hiring a chauffeur who still needs you to tell them where to turn—it’s helpful, but not quite the revolution we were promised.
– Automotive industry analyst
I can’t help but wonder if Tesla’s messaging is part of the problem. Calling it “Full Self-Driving” sets sky-high expectations, but the reality of constant driver supervision feels like a bait-and-switch to some.
The Competitive Landscape: Falling Behind?
Tesla isn’t just battling consumer perceptions—it’s also playing catch-up in the robotaxi market. Competitors like Waymo and Baidu’s Apollo Go are already offering fully autonomous ride-hailing services in select cities, while Tesla is still testing its service in Austin and San Francisco with human supervisors on board. The company’s CEO has pinned Tesla’s future on delivering autonomous vehicles, even hinting that new models like the Model Y might take a backseat to self-driving priorities.
Meanwhile, the broader EV market is heating up. Chinese automaker BYD saw its sales triple in Europe while Tesla’s slumped. This shift signals a growing challenge: Tesla’s once-unassailable lead is eroding as competitors offer more affordable, reliable alternatives.
- Rising competition: Brands like BYD and legacy automakers are closing the gap with cheaper EVs and advanced driver-assistance systems.
- Regulatory hurdles: Consumers want stricter rules for autonomous vehicles, which could slow Tesla’s rollout.
- Market saturation: Tesla’s aging vehicle lineup struggles to compete with fresher designs from rivals.
It’s a tough spot for Tesla. The company’s betting big on autonomy, but if consumers don’t trust the tech—or the brand—it’s hard to see how that bet pays off.
What Consumers Really Want
The survey offers a clear takeaway: Americans want transparency and accountability when it comes to autonomous vehicles. A majority support holding manufacturers liable for accidents involving self-driving systems and want stricter regulations on how these features are advertised. This sentiment is especially strong among those shopping for fully electric vehicles, where only 20% said FSD made them more likely to buy a Tesla, compared to 33% who said it turned them off.
Maybe it’s time for Tesla to rethink its approach. Instead of flashy promises, a focus on clear communication and incremental improvements could rebuild trust. After all, consumers aren’t saying “no” to self-driving tech—they’re just saying “not yet.”
Consumer Trust Formula: 50% Transparency 30% Proven Safety 20% Regulatory Oversight
This formula might sound simplistic, but it captures what’s at stake. Without trust, even the most cutting-edge tech is just a shiny gadget gathering dust.
Can Tesla Turn the Tide?
Tesla’s not out of the game yet. The company recently launched FSD in Australia, signaling its global ambitions, and it’s offering incentives like 0% APR financing for Model 3 buyers who add FSD to their orders. These moves show Tesla’s determination to push its self-driving agenda, but they also highlight the urgency of addressing consumer concerns.
In my view, Tesla’s biggest challenge isn’t the tech itself—it’s the perception. If the company can align its marketing with reality, invest in safety improvements, and navigate the regulatory landscape, it might just win back the skeptics. But that’s a big “if.”
The future of transportation is autonomous, but it’s going to take more than bold claims to get there.
– Technology market analyst
For now, Tesla’s self-driving dream is stuck at a crossroads. The tech is impressive, but without consumer buy-in, it’s just a promise waiting to be fulfilled. Will Tesla adapt and overcome, or will it double down on a vision that’s losing its shine? Only time will tell.
As we look to the future, one thing’s clear: the road to autonomous driving is bumpier than anyone expected. Tesla’s got the tech, but it needs to win hearts and minds to make FSD a success. What do you think—would you trust a self-driving Tesla to get you home safely?
