Elon Musk, the visionary CEO behind Tesla, has long been celebrated for revolutionizing the electric vehicle (EV) industry. However, his recent foray into U.S. politics, characterized by vocal support for right-wing figures and policies, has sparked a backlash among Tesla owners and potential customers. This shift in Musk’s public persona is now impacting Tesla’s brand perception and sales figures.
Tesla’s Declining Sales in Europe
Tesla’s sales have experienced notable declines across Europe, particularly in countries like Germany, France, and the Scandinavian nations. In Sweden, Tesla’s sales plummeted by 42% in the first two months of 2025 compared to the same period in the previous year. Norway and Denmark witnessed even sharper declines, with registrations dropping by 48%. France reported a 45% decrease in Tesla sales during the same timeframe.
This downturn is partly attributed to Musk’s political affiliations, which have alienated environmentally conscious and liberal-leaning consumers who once formed Tesla’s core customer base. In Germany, for instance, Musk’s support for the far-right Alternative für Deutschland party has led to public dissent and a tarnished brand image.
Creative Protests Reflect Public Sentiment
The discontent among former Tesla enthusiasts has manifested in creative protests. Demonstrations at Tesla showrooms have featured Mariachi bands, raccoon puppets, and cardboard Cybertrucks, symbolizing the public’s disapproval of Musk’s political stance. In Berkeley, California, hundreds gathered to voice their dissatisfaction, leading to a notable decline in Tesla’s sales and registrations in both the U.S. and Europe.
Personal Reactions from Tesla Owners
Individual Tesla owners have also expressed their frustration. Mike Schwede from Switzerland felt compelled to distance himself from the brand due to Elon Musk’s political actions, stating, “I felt nothing but disgust.” Similarly, Patrik Schneider from Germany initiated small-scale resistance efforts, including distributing “Anti-Elon stickers” for Tesla cars. These personal accounts highlight a growing trend of disillusionment among Tesla’s once-loyal customer base.
Impact on Tesla’s Market Position
The repercussions of Elon Musk’s political engagement extend beyond consumer sentiment. Tesla has lost its leading market position to competitors like Volkswagen and Toyota, which offer newer model lineups. In Norway, where nearly all new cars are electric, Tesla’s market share has slipped to 8.8% from 18.9% in 2024. The upcoming upgrade of the Model Y SUV in Europe will test brand loyalty amid the unrest surrounding Elon Musk and an aging vehicle lineup.
Investor Concerns and Brand Perception
Investors are increasingly worried that Elon Musk’s political activities are taking a toll on Tesla’s sales. Reports and surveys suggest that Tesla’s brand perception has been diminished by Elon Musk’s growing right-wing rhetoric. While Tesla’s customer loyalty remained strong in the first half of 2024, the company’s net favorability rating has reached all-time lows, indicating potential challenges ahead.
Elon Musk’s venture into U.S. politics has undeniably influenced public perception of Tesla. The brand, once synonymous with innovation and environmental consciousness, now faces challenges as consumers reassess their affiliations. The coming months will be crucial for Tesla as it navigates this complex landscape, striving to reconcile its pioneering legacy with the evolving sentiments of its customer base.