(Source : The Guardian) Tesla owners are increasingly distancing themselves from the company’s controversial CEO, Elon Musk, as his political actions and public statements spark backlash among many customers. Once hailed as a visionary leader in the fight against climate change, Musk’s recent support for former President Donald Trump and his embrace of far-right conspiracies have left a growing cohort of Tesla owners feeling embarrassed to be associated with the brand.
In the wake of Musk’s vocal support for Trump during the 2020 U.S. presidential election, sales of anti-Musk stickers have skyrocketed, particularly among Tesla owners looking to separate their personal values from the billionaire’s increasingly polarizing behavior. Matt Hiller, a Hawaii-based seller of anti-Musk stickers, has seen a surge in demand for his products, with slogans like “Anti Elon Tesla Club,” “I Bought This Before Elon Went Crazy,” and “Space Clown” flying off the shelves. “Sales have really spiked,” Hiller said. “People saw a billionaire supervillain buy his way into the administration and it rubbed them the wrong way.”
Tesla, once celebrated as an environmental hero for producing electric cars, now finds itself caught in a political storm. Musk’s endorsement of Trump, his controversial posts on X (formerly Twitter), and his outspoken opposition to progressive movements like “wokeism” have alienated many of his previous supporters. “I thought Elon was progressing our country, but he’s turned out to be kind of an evil person,” said Mika Houston, a Las Vegas gymnastics teacher who drives a Tesla Model 3. “It’s scary for someone with that sort of money to be so close to a politician.”
For some owners, this disillusionment has led to deeper reflection on whether they are inadvertently endorsing Musk’s political views every time they drive their Teslas. Pamela Perkins, a photographer in California’s Silicon Valley, expressed similar concerns. “I remember saying to my husband I should sell this car and send a message, for my own conscience,” Perkins said, adding that many of her friends were also considering ditching their Teslas. “There was a time I thought Elon Musk was a genius, but he went bad very quickly.”
While the backlash against Musk continues to grow, it is unclear whether it will have any significant impact on Tesla’s sales. The company remains the dominant electric vehicle (EV) brand in the U.S., despite facing growing competition from other automakers. However, Tesla’s sales have recently seen a slight dip, with a 7% drop in the latest forecast, partly attributed to increased competition and a lack of major new product releases beyond the much-hyped Cybertruck.
“Elon is Tesla: his persona definitely has an impact upon the perception of the brand, and he has been polarizing,” said Stephanie Valdez Streaty, director of industry insights at Cox Automotive. “I don’t think we’ve seen any impacts in sales because of this – yet. I do think this will happen, but it remains to be seen which consumers he attracts and which he loses.”
Adding to the uncertainty is the incoming Trump administration, with the president-elect’s rhetoric against electric vehicles and clean energy policies potentially threatening the future of Tesla. Trump has referred to the push for electric cars as “lunacy” and has expressed plans to remove key tax incentives for EV buyers. While Musk’s endorsement may have softened some of Trump’s rhetoric, Tesla’s future remains linked to the policies of a president who has previously criticized the electric vehicle movement.
For now, however, the market for anti-Musk merchandise continues to thrive. Sellers like Hiller and Stacey Davis, who has seen an 800% increase in sales of anti-Musk stickers since the election, are capitalizing on the growing dissatisfaction. “Elon started not aligning with what I believe in and he just started being really weird, extra,” said Davis, who owns a Tesla herself. “At first we’re like, OK, he’s just one of those eccentric types of people. But then when he went into his political stuff, I was like, oh no, this is not it.”
While some Tesla owners may continue to support Musk despite his political controversies, others are finding solace in expressing their dissatisfaction through sticker sales, which have provided a new outlet for those seeking to publicly distance themselves from the billionaire. As the political landscape shifts and the 2024 election looms, Musk’s continued influence on Tesla’s brand may shape the company’s future—both on the road and in the public eye.
“I’d rather him just be gone for the country’s sake,” Hiller said. “If I never sell another Elon sticker, that’s fine.”
