Elon Musk is more than just a billionaire entrepreneur; he is a brand unto himself. However, his personal brand may be proving to be a double-edged sword for Tesla, the electric vehicle company he spearheads.
According to a recent survey conducted by The New York Times, many potential Tesla buyers are being turned off by Musk’s political views and unpredictable behavior.
Aaron Shepherd, a product designer based in Seattle, shared his reasons for opting for Volkswagen’s electric ID.4 SUV over a Tesla. “You’re basically driving around a giant red MAGA hat,” he said, expressing his dissatisfaction with Musk’s politics.
Similarly, Achidi Ndifang, an IT worker from Baltimore, cited Musk’s perceived anti-Black racism as a major deterrent. “My mother was seriously debating buying a Tesla,” Ndifang explained. “As a Black person, I felt like it would be an insult for my mother to drive a Tesla.”
This sentiment is not isolated. Ben Rose, president of the Battle Road Research firm, remarked on Musk’s polarizing effect. ‘Musk is a true lightning rod. There are people who swear by him and people who swear at him.
No question, some of his comments are a real turnoff for some people. For a subset, enough to buy another brand,’ he said.
Even former fans are beginning to turn away from Tesla. Tim Yokum, a software engineer from Chicago, stated that he was once a staunch Musk supporter.
Now, however, he declares that the Tesla Model S he currently drives will be the last one he ever owns. ‘Tesla is the only manufacturer in contemporary times that has unapologetically let its CEO take a tiki torch to its good name,’ Yokum stated, referencing the symbols used by right-wing protesters at the 2017 ‘Unite the Right’ rally in Charlottesville, Virginia.
The trend suggests that more potential buyers are choosing other electric vehicle brands over Tesla, unable to separate Musk’s controversial persona from the cars themselves.
This backlash underscores how Musk’s actions and statements are increasingly influencing consumer choices in the competitive electric vehicle market.
This isn’t the first time Musk’s supporters have turned against him, and it likely won’t be the last. How Tesla navigates this growing image problem will be crucial for its future in an ever-expanding market.