Once the darling of environmentally conscious consumers, Tesla is experiencing unprecedented backlash as its CEO Elon Musk's political activities have transformed the brand's public perception. The electric vehicle pioneer that revolutionized the automotive industry with sleek, high-performance EVs now finds itself at the center of political controversy, with its vehicles becoming targets of vandalism and organized protests across the United States.
The Rise of Tesla Takedown
A movement branded as Tesla Takedown has gained momentum across the country, with organized protests occurring at Tesla showrooms and charging stations every weekend. These demonstrations are growing in size and intensity, reflecting public frustration with Musk's role in the Trump administration. As an unelected advisor overseeing the Department of Government Efficiency, Musk has been tasked with slashing government spending, a role that has made him and his most visible company targets for those opposed to the administration's policies.
Escalating Incidents of Vandalism
The protests have extended beyond peaceful demonstrations to concerning acts of vandalism and property damage. Law enforcement agencies across multiple states are investigating incidents including Cybertrucks set ablaze in Seattle, Molotov cocktails thrown at dealerships in Colorado, bullets fired at showrooms in Oregon, and charging stations set on fire in South Carolina. The most recent incident in Las Vegas saw several Tesla vehicles torched outside a service center with the word resist painted across the building's doors.
Notable Tesla Vandalism Incidents
- Seattle: Four Cybertrucks set on fire
- Colorado: Molotov cocktails thrown at dealerships, "Nazi cars" graffiti
- Portland area: Multiple shootings at Tesla showroom, damaging vehicles and windows
- Las Vegas: Several vehicles torched with "resist" painted on building
- South Carolina: Charging stations set on fire
White House Response
The White House has taken a strong stance in defense of Musk and Tesla. President Trump has characterized the vandalism as domestic terror and warned that perpetrators will go through hell. Attorney General Pam Bondi announced investigations into who might be funding or coordinating these attacks, threatening severe consequences for those involved. Despite these threats, the protest movement shows no signs of abating.
Brand Perception Shift
Tesla's brand has undergone a dramatic transformation in public perception. Once celebrated by environmentalists and progressives for pioneering electric vehicles, the company is now increasingly associated with Musk's right-wing political alignment. This shift began when Musk purchased Twitter (now X), removed content moderation policies that conservatives had criticized, and culminated in his estimated $250 million support for Trump's 2024 campaign.
Market Impact
The political controversy appears to be affecting Tesla's business performance. The company's stock price, after initially doubling following Trump's election, has since lost all those gains. New car registrations are declining, and prices for used Cybertrucks have dropped nearly 8% since Trump took office. Industry observers note that the hype surrounding Tesla is fading, with influencers and reviewers increasingly critical of products like the Cybertruck and the company's self-driving technology claims.
Market Impact
- Tesla stock: Initially doubled after Trump's election, has since lost all gains
- Used Cybertruck prices: Dropped ~8% since Trump took office
- New registrations: Reported decline
- Owner response: Emergence of apologetic bumper stickers to distance from Musk
Tesla Owners' Dilemma
Current Tesla owners find themselves in an uncomfortable position, with some resorting to humorous bumper stickers declaring I bought this before we knew Elon was crazy or I just wanted an electric car. Sorry guys. These owners are attempting to distance themselves from the political controversy while continuing to drive vehicles they purchased primarily for environmental or technological reasons. Tesla owner groups report members feeling conflicted but generally unwilling to abandon their vehicles despite the changing social perception.
Long-term Implications
Analysts suggest this backlash could have lasting implications for Tesla's brand and business model, which has relied heavily on positive public perception and a premium brand image. The company's historically high stock valuation has been built largely on future growth expectations and brand strength rather than current profitability metrics. If the current trend continues, Tesla may face challenges maintaining its market position as traditional automakers continue expanding their electric vehicle offerings in an increasingly competitive market.