---
title: "Mercedes Is STILL Running “Self-Driving Car” Ads For The NOT Self-Driving E-Class (UPDATED)"
description: "These ads need to be pulled before Mercedes gets its own Joshua Brown."
date: "2016-09-28"
modified: "2016-09-28"
authors:
  - name: "Alex Roy"
    job_title: "Editor-At-Large"
    link: "https://www.thedrive.com/authors/alex-roy"
url: "https://www.thedrive.com/polizei144/5369/mercedes-is-still-running-self-driving-car-ads-for-the-not-self-driving-e-class-updated"
categories:
  - "Car Tech"
  - "Mercedes-Benz News"
  - "News"
  - "News by Brand"
  - "Self-Driving Tech"
tags:
  - "DrivePilot"
  - "Mercedes-Benz"
  - "self-driving cars"
---

# Mercedes Is STILL Running “Self-Driving Car” Ads For The NOT Self-Driving E-Class (UPDATED)

![](<https://www.thedrive.com/wp-content/uploads/images-by-url-td/content/archive-images/img_3341crop.jpg>)
*\<em\>www.thedrive.com</em>*

Just when you thought the saga of Mercedes-Benz claiming the 2017 E-Class was a “Self-Driving Car” was over, well, it’s not over.

The saga began with early ads for the new E-Class stating “Introducing A Self-Driving Car from a very Self-Driven Company.” As I pointed out in my [review of Mercedes’ DrivePilot](<https://www.thedrive.com/tech/4591/the-war-for-autonomous-driving-2017-mercedes-benz-e-class-vs-2017-tesla-model-s>), in no universe does the Mercedes system make it a Self-Driving Car, or anywhere near Level 4 Autonomy. Mercedes DrivePilot is no more than ADAS, and nowhere near [Tesla’s state-of-the-art Autopilot system](<https://www.thedrive.com/polizei144/5068/why-is-teslas-autopilot-the-best-semi-autonomous-system-its-all-in-the-name>), which is at or slightly above Level 2.

This was followed up by [Consumer Reports calling on the FTC to investigate Mercedes-Benz for misleading advertising](<https://www.thedrive.com/polizei144/4616/consumer-reports-calls-on-ftc-to-investigate-mercedes-benz-for-misleading-self-driving-car-ads>).

Mercedes-Benz wisely backed down, and [asked that I re-review the system on its merits](<https://www.thedrive.com/article/4772/why-i-plan-to-reassess-the-mercedes-benz-drivepilot-system>). I did so. As I said, Drivepilot is ADAS. [The car is terrific, BUT IT IS NOT A SELF-DRIVING CAR](<https://www.thedrive.com/news/4884/the-war-for-autonomous-driving-part-deux-the-2017-mercedes-benz-e-class>).

And so the story of the unfortunate ads should have gone away, and with it the potential liability of E-class buyers growing overconfident in DrivePilot and [getting killed like Joshua Brown](<https://www.thedrive.com/news/4313/can-tesla-solve-its-autopilot-problem>). The risk of having an accident using DrivePilot is theoretically greater than on Tesla’s Autopilot, since the former is demonstrably inferior.

And then I got the October issue of Wired and saw the back cover:

![img\_3341\_1.jpg](<https://www.thedrive.com/wp-content/uploads/content/archive-images/img_3341_1.jpg>)
**Alex Roy**

BAD Mercedes-Benz. BAD. I suggested someone on the advertising side be punished for this the last time. This is really misleading. This is really irresponsible.

FIX THIS.

(UPDATED: 9/29/16 Mercedes has stated that this ad was run in error, and that they are in touch with Wired about this. Points to MB for acting immediately to correct this.)

*Alex Roy is an Editor-at-Large for [The Drive](<https://www.thedrive.com/>), author of [The Driver](<https://www.amazon.com/gp/product/0061227935?ie=UTF8&tag=gumballrally1-20&linkCode=as2&camp=1789&creative=9325&creativeASIN=0061227935%22%3EThe%20Driver:%20My%20Dangerous%20Pursuit%20of%20Speed%20and%20Truth%20in%20the%20Outlaw%20Racing%20World%3C/a%3E%3Cimg%20src=%22https://www.assoc-amazon.com/e/ir?t=gumballrally1-20&l=as2&o=1&a=0061227935>), and set the 2007 Transcontinental “Cannonball Run” Record in 31 hours & 4 minutes. You may follow him on [Facebook](<https://www.facebook.com/alexroy144>), [Twitter](<https://twitter.com/AlexRoy144>) and [Instagram](<https://instagram.com/alexroy144/>).*

## Author
Co-host of The Autonocast and /DRIVE on NBC Sports, and author of *The Driver*, Roy has set endurance driving records in Europe & the USA in the internal combustion, EV, 3-wheeler & Semi-Autonomous Classes, including the infamous Cannonball Run record. He is also Founder of Noho Sound, Producer of 32 Hours 7 Minutes, and has spoken at the FBI, CIA, MIT & Stanford about numerous driving records which must still remain secret.

### Author social links  
[Instagram](<https://instagram.com/alexroy144>)  
[Twitter](<https://twitter.com/alexroy144>)