Financial ruin for the company that was willing to put that BS below it's letterhead? Yeah, sure, in proportion with the harm caused. That said, human life isn't sacred. It and everything else gets trades for dollars all the time. A death or three shouldn't cripple a big company like Tesla unless they were playing so fast and loose that there's significant punitive damages.
In a large company like Tesla it shouldn't be marketing's job to restrain itself. That's not safe at that scale. There should be someone or a group who's job it is to prevent marketing from getting ahead of reality just like it's security's job to spend all day playing whack-a-mole with the stupid ideas devs (especially the web ones) dream up. Efficiently mediating conflicting interests like that is what the corporate control structure is for.
People using your product in accordance with your marketing should be considered almost the same as in accordance with your documentation. While "people dying while using the product in accordance with TFM" is not treated as strict liability it's pushing awfully close.
I see it as a simple case of the company owning up to its actions. It failed to manage itself properly, marketing got ahead of reality. You screw up and someone gets hurt then you pay up.