Tesla raises the price of its 'Full Self-Driving' system to $10K the same week that experts call it 'deceptive, irresponsible marketing' because cars cannot drive themselves and need human supervision

 Elon Musk announced Tesla's Full Self-Driving system will increase from $8,000 to $10,000 starting October 29 - moments after experts in the field called the upgrade misleading.  

A number of specialists are accusing Tesla of deceptive, irresponsible marketing that could turn roads into danger zones as the firm's website states 'the currently enabled features require active driver supervision and do not make the vehicle autonomous.'

There is also a message that appears on the upgraded screen warning drivers that 'it may do the wrong thing at the worst time.’

The allegations stem from Tesla's 'Autopilot', released in 2015, which left many drivers thinking the driver-assist system could take over and they could checkout – at least three deaths in the US have happened as a result.   

These concerns come just as CEO Elon Musk announced the Full Self-Driving system will increase from $8,000 to $10,000 starting October 29

The Full Self-Driving update provides access to specific features for highway assistance and automatic traffic light and stop sign control.

However, drivers must 'check in' with the steering wheel every few minutes to show they are paying attention.

Steven Shladover, a research engineer at the University of California, Berkeley, who has studied autonomous driving for 40 years, said: 'This is actively misleading people about the capabilities of the system, based on the information I've seen about it.'

'It is a very limited functionality that still requires constant driver supervision.' 

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A disclaimer found buried on the firm's website states 'the currently enabled features require active driver supervision and do not make the vehicle autonomous.' There is also a message that appears on the upgraded screen, warning drivers that 'it may do the wrong thing at the worst time'

Musk told industry analysts on a conference call Wednesday that the firm is starting full self-driving slowly and cautiously 'because the world is a complex and messy place.' 

The CEO also shared that on Twitter that the price of 'FSD beta' will rise by $2,000 on October 29.

However, many consumers feel blind-sided and frustrated by the news.

Ryan McCaffrey share his opinion about Musk giving customers just days to purchase the $8,000 software before it jumps in price.

‘You've typically given much more notice than this, which was fair, McCaffrey wrote in a tweet.

‘This doesn't feel like a great thing to spring on your customers who are either trying to plan their initial purchase or upgrading their existing car with only 5 days notice. $2k is a lot of money to surprise with.’

However, his gripes did not go unnoticed by Musk, who replied saying Tesla has said ‘many times’ that FSD pricing will increase as its functionality improves. 

Musk does not seem deterred by the frustration and is moving forward with plans provide more drivers with access and a wider rollout by the end of the year.

Although he hopes to have one million Tesla's roaming the streets with the Full Self-Driving software, the National Highway Traffic Safety Administration (NHTSA) says it is going to monitor the Teslas closely 'and will not hesitate to take action to protect the public against unreasonable risks to safety.'

The agency said in a statement that it has been brief on the full self-driving system, which it has deemed an extension of the Autopilot software that requires human supervision.

'No vehicle available for purchase today is capable of driving itself,' the statement said.

With the multiple deaths linked to Tesla's Autopilot, the National Transportation Safety Board faulted Tesla in those fatal crashes saying drivers avoid paying attention when using the driver assisted system.

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 The concerns stem from Tesla's 'Autopilot', released in 2015, which left many drivers thinking the driver-assist system could take over and they could checkout – at least three deaths in the US happened as a result

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Elon Musk told industry analysts on a conference call Wednesday that the firm is starting full self-driving slowly and cautiously 'because the world is a complex and messy place'

Bryant Walker Smith, a University of South Carolina law professor who studies autonomous vehicles, said it was bad enough that Tesla was using the term 'Autopilot' to describe its system but elevating it to 'full self-driving' is even worse.

'That leaves the domain of the misleading and irresponsible to something that could be called fraudulent,' Walker Smith said.

The Society of Automotive Engineers, or SAE, has developed five levels to describe the functions of autonomous vehicles. 

In levels zero through two, humans are driving the cars and supervising partially automated functions. In levels three through five, the vehicles are driving, with level five describing a vehicle being driven under all traffic and weather conditions.

The term 'full self-driving' means there is no driver other than the vehicle itself, indicating that it would be appropriate to put no one in the vehicle, Walker Smith said.

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However, many consumers feel blind-sided and frustrated by the news. Ryan McCaffrey share his opinion about the short notice

However, his gripes did not go unnoticed by Musk, who replied saying Tesla has said ‘many times’ that FSD pricing will increase as its functionality improves

Musk also said on Wednesday that Tesla would focus on setting up a robotaxi system where one person could manage a fleet of 10 self-driving cars in a ride hailing system.

'It wouldn't be very difficult, but we're going to just be focused on just having an autonomous network that has sort of elements of Uber, Lyft, Airbnb,' he said.

Tesla is among 60 companies with permits to operate autonomous vehicles with human backup drivers in California, the No. 1 state for Tesla sales. 

The companies are required to file reports with regulators documenting when the robotic system experiences a problem that requires the driver to take control - a mandate that could entangle the owners of Tesla vehicles in red tape.

Before Tesla is able to put fully self-driving vehicles on California roads, it will have to get another permit from state regulators.

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One Twitter user shared that they had purchased FSD in 2017, which does not have all the upgrades of the current beta, and plans to purchase a new Tesla next year

Only five companies, including Google spin-off Waymo and General Motors' Cruise subsidiary, have obtained those permits. 

NHTSA, which has shied away from imposing regulations for fear of stifling safety innovation, says that every state holds drivers accountable for the safe operation of their vehicles.

Walker Smith argues that the agency is placing too much of the responsibility on Tesla drivers when it should be asking what automakers are going to do to make sure the vehicles are safe. 

The upgraded Full Self-Driving system adds a number of new features including, Autopark that automatically parks the vehicle and Auto Lane Change, which assists in moving to an adjacent lane on the road.

Drivers have access to Traffic and Stop Sign Control that identifies stop signs and traffic lights to automatically slow the car before it comes to a complete stop.

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The upgraded Full Self-Driving system adds a number of new features including, Autopark that automatically parks the vehicle and Auto Lane Change, which assists in moving to an adjacent lane on the road. Some consumers said that rising the price on something that has yet to be proven could cause ‘insurance nightmares’ and ‘more problems for Tesla

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Although drivers currently have to buy the software outright, Musk also shared in the tweet that Tesla is working on a subscription-style rental plan that should be available sometime soon, which has been a suggestion among consumers

The beta software also includes Navigate on Autopilot, which actively guides your car from a highway's on-ramp to off-ramp.

One Twitter user shared that they had purchased FSD in 2017, which does not have all the upgrades of the current beta, and plans to purchase a new Tesla next year.

‘I'll be ready for a new car by next year but will need to pay $10,000 for FSD,’ reads the post.

‘Even though I never got to fully use my FSD for the car I have now. Crazy, I know now why they call Elon Musk a fraudster.’

Other consumers said that rising the price on something that has yet to be proven could cause ‘insurance nightmares’ and ‘more problems for Tesla.'

Although drivers currently have to buy the software outright, Musk also shared in the tweet that Tesla is working on a subscription-style rental plan that should be available sometime soon.