Mercedes-Benz, one of the world’s best known automobile brands, has a new kid in the car market: the E-class sedan; and the German auto-manufacturing giant has the best description for it: “a self-driving car from a very self-driven company!”
Or so they thought…
Although it is true that the new sedan has some of the most technologically advanced self-driving capabilities, contrary to what its ad implies, the vehicle is not capable of automated driving in all situations. It is for this reason that the German company has been forced to pull down the ad after being accused of exaggerating the abilities of their new car.
On Friday 29th July 2016, following immense pressure from various consumer groups, Mercedes-Benz announced that it would also withdraw another similar advertisement that has been airing on televisions across the globe since the launch of the E-class sedan. According to the automaker, the TV spot -- dubbed “The Future” -- will be withdrawn from the automobile advert scene so as to avoid confusion among consumers.
According to a circular released from the office of the spokesperson at Mercedes-Benz, the E-class model of automobiles is meant to be a technological ‘tour de force’ that is part of the company’s steps towards their dream of achieving an accident-free future.
The decision by Mercedes-Benz to pull down their much publicized ad campaign comes amid increased scrutiny of how carmakers package and portray their ads when introducing their advanced-driving vehicle technologies to the public. Just the other day in May this year, a driver using a Tesla Motors’ vehicle equipped with the American company’s much touted Autopilot semi-autonomous feature succumbed to injuries when his car was involved in a crash with a tractor-trailer that crossed his path. In this case, neither the motorist nor his car’s self-driving system applied brakes when they were supposed to be crucial in saving his life.
In the U.S., the National Highway Traffic Safety Administration has issued a number of guidelines to enable car manufacturers adhere to the best possible safety measures. As for Tesla, the company offers Autopilot as a beta technology version and reminds motorists that they remain responsible for their vehicle’s operations at all times when on the road.
Image source: flickr.com