Tesla sales plunge as EV buyers seek to distance themselves from the brand’s owner

Tesla sales are down in Europe by a remarkable 50%, with experts attributing at least part of the drastic downturn to owner Elon Musk’s radical antics on the world stage.

Once considered a badge of forward, progressive thinking, Tesla now has many of its owners  mortified to be associated with the controversial ultra-right-leaning Elon Musk.

In the EU, sales for this iconic electric vehicle plunged from 15,130 to 7,517, from January 2024 to January 2025, according to the European Free Trade Association (EFTA).

In America, Tesla’s sales have tumbled by double digits in California, the most important EV market in the US, while the rest of the EV market is growing, according to the Electrek website.

Ian Henry, director of the London-based AutoAnalysis, told The Washington Post the plunge in sales is the result of increasing competition, particularly from China and “possibly the toxic nature of Mr. Musk.”

“It’s too early to say how much of the decline will be permanent because of Mr. Musk’s political involvement, especially his association with the AfD in Germany,” Henry said, referring to Alternative for Germany which came second in the country’s February 23 elections..

“However, it seems to be unlikely that his association with the far right will be positive for Tesla,” he added.

According to the Guardian, the sharp downturn in Tesla sales contrasts with the 34% growth in the European EV market.

While sales in the UK dropped by only 12% compared to 63% in France, there is general anger at Musk for his interference in UK politics and his championing of far-right activist and currently jailed Tommy Robinson.

Reflecting this, posters of Musk performing what looked suspiciously like a Nazi salute at Trump’s inauguration and emblazoned with the words "Don't buy a swasticar" from the activist group Everyone Hates Elon have become ubiquitous on UK roadsides, CBS reports.

Photo: screenshot from Everyone Hates Elon Bsky social account.

In Germany, where Musk has been endorsing the ultra-right AFD whose deputy leader, Beatrix von Storch, is the granddaughter of Hitler’s finance minister, the Tesla saw its lowest monthly total sales since 2021, according to Bloomberg.

Andrew Loewinger of Northwest D.C. told The Washington Post that he sold his Tesla Model S as a stand against Musk and his “abhorrent politics and actions.”

“After I sold the car, I got a customer satisfaction survey from them, and what I wrote, which I still believe, is that Musk has irretrievably damaged the brand, and I would not associate with that brand again, period,” he said.

Other drivers have seen the response to their Tesla switch from admiration to downright disgust with Carla Harne, 41, from Maryland, having her car pelted with eggs.

To avoid such a scenario, it has become common for owners to decorate their Tesla with a sticker that reads, ‘I bought this before Elon went crazy’, according to The Post.

Photo: screenshot from Etsy website.

The Tesla slump has cost Musk $140 billion in net worth according to Barron, a sister publication of The Wall Street Journal, leaving the tech bro with $420 billion.

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