Both advertisements, one print and one destined for online/television, overplayed the car's ability to drive itself - the level to which the car is autonomous.
The 2017MY E Class is a "Level 2" autonomous vehicle, meaning that at least two functions are automated. In the case of the E Class, these driver aids range from one-keep assist, parking assist, autonomous emergency braking at low speeds and cruse control.
In order for a vehicle to be classed as 'autonomous', it must be at 'Level 4' according to the NHTSA.
The video advertisement initially showed the driver removing his hands from the steering wheel, which was subsequently edited out. The print advertisement poised the E Class as a 'self driving car from a self-driven company'.
Take a look at the aforementioned advertisements below, do you think they were misleading?
I'm a PhD student in the UK looking in to consumer innovation resistance toward autonomous vehicles. This will be a blog about both my research specifically and the wider autonomous vehicle landscape.