Musk deploys Trump as a brand ambassador.
Two weeks ago, President Donald Trump turned the South Lawn of the White House into a temporary Tesla showroom on Tuesday in a conspicuous favour to his adviser, Elon Musk.
Tesla delivered five of its vehicles to the White House and parked them in a driveway for Trump to inspect personally. Elon Musk, seated next to Trump in a Model S, smiled as the former President gushed over Tesla’s “beautiful” cars.
That, more than anything, tells you how bad things have gotten. And to many, the image screamed betrayal of everything Tesla once stood for.
Tesla is in Free Fall
Since December, Tesla’s share price has plummeted 45%, wiping over $800 billion off its market value. This wipeout has erased over $800 billion in market value, and this is due (in part) to poor sales figures and increased competition.
These are Tesla’s sales figures in February alone:
- China: Down 50%
- Australia: Down 71%
- Germany: Down 75%
- Scandinavia: Down 40%
- France: Down 26%.
But these declines aren’t just about rising competition — they’re about Musk.
A Full-Blown Reputational Implosion
The once-lauded figure of Elon Musk—and the public face of the Tesla brand—is facing a surge of resistance, both within the United States and internationally, manifesting in tangible acts of protest.
Across the US and Canada, Tesla showrooms are being vandalised in what activists call the “Tesla Takedown”. In London, guerrilla posters now mock Musk’s political alignment by rebranding Teslas as “Swasticar.” Charging stations have been torched. Sales have plummeted. Teslas are being sprayed with red Xs. This is no longer brand friction—it’s full-blown rejection.
Tesla isn’t just suffering from a PR crisis—it’s in the midst of a full-blown reputational implosion, fuelled by its founder’s increasingly erratic, extremist, and offensive behaviour. This video by the UK group ‘Led by Donkeys’, epitomises the growing resentment towards Musk and his companies.
I advocate for brands to take a stand on issues
I’ve long believed that when brands speak up on social issues, they show what they truly value. But they’d better make damn sure they know where their audience stands.
The traditional Tesla buyer isn’t a MAGA voter. They’re progressive, environmentally conscious, and often lean left. Musk has alienated a large chunk of his customer base by closely aligning himself with Donald Trump, endorsing Germany’s far-right Alternative für Deutschland (AfD) party, and egging on racist extremists (including in the UK during last summer’s race riots).
Not to mention performing a gesture resembling a Nazi salute at Trump’s inauguration, wielding a chainsaw on stage at the Conservative Political Action Conference, the increase in hate speech on his social media platform (X), and his estranged transgender daughter (accusing him of contributing to harmful policies affecting transgender individuals).
Aligning Tesla with Musk and President Trump is like putting a Sea Shepherd sticker on a bulk coal carrier. It just doesn’t fit.
Can Tesla survive this surge of negativity? I doubt it.
Tesla’s brand values, integrity, and reputation are on a slippery slope to disaster. Surveys indicate that nearly two-thirds of UK car buyers are now hesitant to consider Tesla, citing Musk’s behaviour as a deterrent. An Australian poll revealed that 69% of respondents would consider selling their Tesla, citing Musk’s divisive behaviour.
People don’t just buy products — they buy into what a brand stands for. And right now, Tesla has dropped the ball. Once, owning a Tesla said something about your values. Now, it might say something else entirely. When your brand becomes a cultural Rorschach test for fascism, there’s no PR campaign big enough to pull you back. The Tesla badge doesn’t just feel toxic—it feels radioactive.
Honestly, who the fark wants to be seen driving a Tesla today? 🤷🏼♂️
