The Shift in Tesla’s Image and Its Impact on Owners
Few products are as closely associated with their CEO as the Tesla electric car is with Elon Musk. Once, owning a Tesla was a badge of honor, symbolizing a commitment to sustainability and a greener future. However, the narrative has dramatically shifted, and Tesla now finds itself at the center of controversy, facing protests and calls for boycotts across the United States due to Musk’s political activities.
As the world’s richest man, Musk has made headlines not only for his business ventures but also for his polarizing role as the head of the newly established Department of Government Efficiency under US President Donald Trump (often humorously referred to as “Doge”). His behavior has raised eyebrows, from allegations of making Nazi salutes (which he vehemently denies) to endorsing Germany’s far-right AfD party, overshadowing any previous green credentials associated with the brand.
A growing number of Tesla owners are beginning to view their vehicles as an embarrassing symbol of support for Musk’s controversial politics. This sentiment is echoed on both sides of the Atlantic. Joanna, a resident of South East London, is eager to part ways with her Tesla, but she still has four months left on her lease. “It’s a very strange thing because I’ve never really given a second thought about cars,” she explains. “Now, I feel like I’m driving around with a swastika on the front of my car, especially since we live in a liberal area. It doesn’t represent our personal beliefs.”
Joanna and her husband purchased their Tesla three years ago, hoping to embrace a more environmentally friendly lifestyle. While they find it “frustrating” to have to change their car despite it being in perfect condition, they plan to trade it in for another electric vehicle.
Despite a recent decline in Tesla’s stock prices, which have fallen by more than 15% in the past month, the company still enjoys a year-over-year increase. However, a survey conducted by Electrifying revealed that 59% of British motorists are deterred from purchasing a Tesla due to Musk’s actions, with many expressing a preference for electric vehicles from Chinese manufacturers instead.
The backlash has manifested in bold ways. Following Musk’s speech and apparent Nazi salute at Trump’s inauguration, slogans like “Heil” and “boycott” were projected onto Tesla’s Berlin Gigafactory, making it appear to read “Heil Tesla” or “Boycott Tesla.” Additionally, spoof Tesla advertisements have emerged in London, featuring phrases like “Goes from 0 to 1939 in 3 seconds,” accompanied by an image of Musk seemingly performing a Nazi salute atop one of his vehicles.
Sales of Tesla cars have seen a sharp decline globally, with a reported 12% drop in the UK in January, even as overall electric vehicle registrations in the country have risen. Analysts attribute this downturn not solely to Musk’s controversies but also to concerns regarding production targets and increased competition, particularly from more affordable brands like BYD.
Despite these challenges, Musk’s rebranding efforts seem to exacerbate the situation. This week, President Trump labeled the boycotts as actions of “radical left lunatics,” expressing his intention to purchase a “brand new Tesla” to show his support. For environmentally conscious consumers, Musk’s close ties to Trump, who withdrew the US from the Paris climate agreement during his first term and proposed cuts to EV purchase incentives, have made owning a Tesla a moral dilemma.
Ruthie Collins, a poet and writer from East England, voiced her concerns, stating, “Comments like ‘drill, baby, drill’ from Trump and the push for increased fossil fuel reliance make it feel completely counterproductive to drive a car associated with that administration.” She views her Tesla ownership as a temporary situation until her contract expires in September, having acquired the vehicle in 2021. She feels inspired by others who are also making switches, viewing it as a demonstration of prioritizing principles over brand loyalty. She asserts that actions taken by Trump and Musk have “gone beyond the point of return,” making it unacceptable to endorse their behaviors.
Emily Cleary, a resident of Buckinghamshire, shares similar sentiments but is torn over her Tesla, which was bequeathed to her by her late stepfather. “If I’d just bought this car, I would have traded it in by now, but I have a sentimental attachment to it,” she confides. The vehicle, which still displays her stepfather’s name on the digital dashboard, represents a legacy of commitment to a greener future. He was an early adopter of Tesla, having pre-ordered the car and eagerly awaiting its arrival. “He was one of the first in the country to get it,” she recalls.
After discussing the situation with her mother, Emily noted the growing trend of Tesla owners displaying stickers that read “We don’t like him either.” “While it may seem silly, I feel compelled to make it clear that I do not support Elon Musk,” she adds. Many Tesla owners are increasingly concerned that the brand’s association with Musk could devalue their vehicles when it comes time to sell. “This will undoubtedly influence our next purchase, as the price may have dropped,” she remarks.
If she decides to sell, she will forfeit a lifetime of free Tesla supercharging, a perk that came with earlier models. However, Emily is resolute: “When we do change our car, which will be soon, we are not going to get another Tesla, because of what it represents.” The evolving narrative surrounding Tesla and Musk continues to affect the choices of environmentally conscious consumers, pushing them to reconsider their allegiance to the brand.
