The family of Genesis Giovanni Mendoza-Martinez, who tragically died in a 2023 collision, has launched a lawsuit against Tesla, claiming the company misrepresented its Autopilot technology, ultimately causing the fatal accident.
The lawsuit has intensified scrutiny over Tesla's marketing of its semi-autonomous features, which critics argue exaggerates their capabilities.
Fatal Collision and the Mendoza Lawsuit
Genesis Mendoza-Martinez was driving a 2021 Tesla Model S in Walnut Creek, California, when the vehicle crashed into a stationary fire truck.
At the time, the car's Autopilot system was engaged. Mendoza's brother, Caleb, a passenger in the car, sustained serious injuries in the accident.
The Mendoza family filed their lawsuit in Contra Costa County, alleging Tesla and its CEO Elon Musk intentionally misled the public about Autopilot's abilities to generate enthusiasm for the company's vehicles and boost its financial performance.
The case has since been moved to federal court in California's Northern District, where fraud claims typically face higher burdens of proof.
Claims of Fraudulent Advertising
The lawsuit accuses Tesla of "fraudulent misrepresentation" regarding the capabilities of its Autopilot feature.
It cites various company statements, including Musk's tweets, blog posts, and comments during earnings calls, as evidence of a marketing campaign designed to create unrealistic expectations of Tesla's autonomous technology.
Tesla's legal team has countered these allegations, asserting that the crash was caused solely by the "negligent acts and/or omissions" of the driver.
The company maintains that its vehicles meet all safety and regulatory standards and that any reliance on its marketing claims did not significantly contribute to the accident.
Tesla's Broader Legal Troubles
The Mendoza lawsuit is not an isolated case. Tesla faces at least 15 other active lawsuits involving accidents where its Autopilot or Full Self-Driving (FSD) systems were engaged.
Among these, three have been transferred to federal courts.
Tesla's FSD feature, available as a premium upgrade for its vehicles, requires an additional one-time fee or monthly subscription.
While Autopilot is standard on all Tesla models, critics have accused the company of overstating the capabilities of both systems.
Family blames Elon Musk for son’s death while driving Tesla in ‘autopilot’ mode https://t.co/4OCFBylkBW Genesis Giovanni Mendoza Martinez, 31, was crushed to death behind the wheel of the Model S he bought under the — apparently mistaken — belief it could drive itself pic.twitter.com/x2kCeXOr4y
— Mickie Morganfield @mickiedances.bsky.social (@mickiedances) December 9, 2024
The crash that claimed Mendoza-Martinez's life is also under investigation by the National Highway Traffic Safety Administration (NHTSA).
The agency launched an inquiry into Tesla Autopilot in 2021 after a series of incidents involving stationary emergency vehicles.
NHTSA is also investigating the effectiveness of Tesla's software updates aimed at addressing the system's behaviour in such scenarios.
California DMV and Allegations of False Advertising
Adding to Tesla's challenges, the California Department of Motor Vehicles has also sued the company, accusing it of false advertising regarding its Autopilot and FSD systems.
The DMV alleges that Tesla's promotional materials give customers the impression that their vehicles are fully autonomous when, in reality, human supervision is required at all times.
Elon Musk's public comments have only amplified these claims.
Recently, Musk encouraged his social media followers to demonstrate Tesla's self-driving features to friends and family, describing the experience as "magical."
However, Tesla has yet to produce the fully autonomous "robotaxi" fleets that Musk has been promising investors for nearly a decade.
While Tesla continues to face legal and regulatory hurdles, competitors such as Alphabet's Waymo and China's WeRide are already deploying commercial robotaxi fleets.
Meanwhile, Tesla's conceptual designs for autonomous vehicles, like the two-seater CyberCab, remain far from commercial availability.
A Spotlight on Autonomous Safety
The Mendoza family's lawsuit has reignited debates about the safety and reliability of semi-autonomous driving systems.
Critics argue that Tesla's marketing creates a dangerous overconfidence in drivers, while regulators continue to push for clearer guidelines on autonomous vehicle advertising and operation.
As the case unfolds, it adds to the mounting legal challenges facing Tesla and its CEO, raising questions about the future of the company's self-driving technology and the ethical responsibility of its marketing campaigns.
