Attorney Amy Witherite: Marketing and Hype Should Not Trump Safety

Expert Amy Witherite Warns that Misleading Names Like “Autopilot” and “Mad Max Mode” Create Dangerous Misconceptions About Driver-Assist Systems

DALLAS--(BUSINESS WIRE)--As advanced driver-assistance technologies spread rapidly through new-vehicle lineups, safety leaders are warning that marketing hype is putting lives at risk. Terms such as Autopilot and Full Self-Driving and even Tesla’s resurrected “Mad Max Mode” foster public confusion about what these systems can safely do.

“Using reckless labels that imply a car can think for itself gives drivers a false sense of security,” said Amy Witherite, a Dallas-based attorney and nationally recognized traffic-safety expert. “When companies use language like Autopilot or Mad Max, they’re not just being cute — they’re encouraging complacency behind the wheel. Real people have died because they believed the marketing.”

Witherite added that driver education and plain-language communication are just as vital as technological safeguards:

“Many owners never read the manuals that come with their vehicles they often run hundreds of pages. We’d all be far safer if manufacturers used new technologies to alert drivers to potential safety issues rather than giving the false impression that they don’t have to pay careful attention to the road. You can’t delegate safe driving to a computer. We may get there someday, but we clearly aren’t there now.”

Former U.S. Transportation Secretary Pete Buttigieg expressed his concern stating: “I don’t think that something should be called, for example, an Autopilot, when the fine print says you need to have your hands on the wheel and eyes on the road at all times,” Buttigieg told the Associated Press. The head of the National Transportation Safety Board has called Tesla’s claims concerning self-driving misleading.

An Insurance Institute for Highway Safety (IIHS) study underscores the scope of the problem with automated systems throughout the auto industry. In testing 14 partial-automation systems from major automakers, the Institute found that only one earned an “acceptable” safety-safeguard rating, while 11 were rated “poor.” Many failed to ensure that drivers stayed attentive or belted, or that automatic emergency braking remained active. “Most of them don’t include adequate measures to prevent misuse and keep drivers from losing focus,” said David Harkey, IIHS President.

The IIHS emphasized that none of the evaluated systems including Tesla’s met every requirement for robust driver monitoring and timely emergency escalation. “These results are worrying, considering how quickly vehicles with these systems are hitting our roadways,” Harkey said.

“With so many manufacturers racing to roll out new technology, we cannot let marketing and hype trump safety,” Witherite said. “Drivers deserve clear language, strong safeguards, and accountability when automation fails.” Experts agree that responsible communication avoiding sensational names and clearly explaining limitations is essential to prevent further misuse and fatalities as partial-automation systems continue to evolve.