Tesla’s Brand Hurt by Elon Musk’s Behavior, UK Survey Shows
Nearly 60% of potential UK car buyers say they won’t purchase a Tesla because of Elon Musk’s actions, according to a new survey by Electrifying.com.
The electric vehicle advice website polled 1,000 respondents — split between current EV owners and those planning to buy electric vehicles. Both groups showed identical results, with 59% saying Musk’s influence would prevent them from choosing a Tesla.
The survey was conducted after Musk appeared to make a Nazi salute at President Trump’s inauguration. He has also publicly supported controversial political groups, including Reform UK and Germany’s AfD party.
Tesla’s market position has weakened recently. BYD overtook Tesla as the world’s largest EV manufacturer in Q4 2023, delivering 530,000 vehicles compared to Tesla’s 485,000.
The Model Y also lost its position as the world’s best-selling car to the Toyota Corolla.
Chinese automakers are gaining favor with UK consumers. The survey found 61% of current EV owners would consider a Chinese-made vehicle, while 59% of potential buyers expressed similar interest.
“Tesla has played a pivotal role in accelerating the adoption of electric vehicles, but our findings show that Elon Musk’s personal involvement in Tesla’s brand appears to be polarising, pushing many buyers to look elsewhere,” said Ginny Buckley, CEO and founder of Electrifying.com.
She added that Tesla’s market dominance “is no longer a given” and suggested Musk might be damaging the brand’s reputation.
Andy Palmer, Palmer Energy CEO and former chief executive of Aston Martin and Nissan, noted that Tesla must reconsider its strategy to maintain market share.
“Chinese brands are becoming increasingly influential,” Palmer said. “They are affordable and of good quality. Not perfect, but do offer consumer choice at the right price point.”
