The document summarizes a case study about a Tesla autopilot car crash that resulted in a fatality. It provides background on Tesla Motors and their electric vehicles. It then describes the autopilot system and details the May 2016 crash where a driver was killed after the car failed to detect a tractor trailer. The official Tesla response acknowledged the issue, reiterated autopilot limitations, and emphasized the low accident rate of autopilot at 130 million miles between fatalities.

1. CASE STUDY
Tesla Autopilot Car Crash

2. TESLA MOTORS, INC.
▪ An American automotive and energy storage company
▪ Designs, manufactures, and sells electric cars, electric vehicle
powertrain components, and battery products

3. VEHICLES
A full-sized all-
electric
crossover SUV
First deliveries
of the Model X
began in
September 2015
Tesla Model X
A fully electric
luxury sedan
Announced in
a press
release on
June , 2008
Tesla Model S
The first fully
electric car
Gaining
widespread
attention
Tesla Roadster

4. MODEL S
World’s best-selling plug-in electric
car in 2015
Word’s second best-selling plug-in
electric car in history after the Nissan
Leaf
In late September 2014, all new
Model S were equipped with a
camera, allowing vehicles to detect
road signs, lane markings, obstacles
and other vehicles.

5. AUTOPILOT SYSTEM
▪ Keep your hands on the steering wheel (advised)
▪ Take your hands off altogether for a moment
▪ After a few seconds, your car will give you a little message
▪ Autopilot will turn off when you grab the wheel

6. AUTOPILOT CAR CRASH
A driver of a Model S had died in a collision with a
tractor-trailer on May 7, 2016, while the vehicle was in
self-driving mode.
The driver is believed to be the first person to have died
in a self-driven vehicle.
According to NHTSA, the accident occurred because
neither Autopilot nor the driver noticed the white side of
the tractor-trailer.

7. OFFICIAL RESPONSE
It acknowledged the problem.
▪ “We learned yesterday evening that
NHTSA is opening a preliminary
evaluation into the performance of
Autopilot during a recent fatal crash that
occurred in a Model S.”
▪ “Neither Autopilot nor the driver noticed
the white side of the tractor trailer
against a brightly lit sky, so the brake was
not applied”

8. It reiterated Autopilot's limitations,
and reminded drivers to stay alert,
even with the feature activated.
▪ “It is important to note that Tesla disables
Autopilot by default and requires explicit
acknowledgement that the system is new
technology and still in a public beta phase
before it can be enabled.”
▪ “It is not perfect and still requires the driver
to remain alert. ”

9. It emphasized its low rate of
accident.
▪ “This is the first known fatality in just
over 130 million miles where Autopilot
was activated. Among all vehicles in the
US, there is a fatality every 94 million
miles. Worldwide, there is a fatality
approximately every 60 million miles.”

10. CONCLUSION
1. It responded timely and acknowledged the problem;
2. It restated the limitations in autopilot;
3. By comparing rate of accidents, it successfully
transferred people’s attention to the safety and
stability of Tesla cars;
4. Its successful brand image as a tech innovator.