Adapted by:
Alberto de la Torre
WriterI've been a journalist and audiovisual communicator since 2016. My specialty is the automotive sector, where I’ve been analyzing the industry and its developments for more than five years. I'm particularly interested in new forms of mobility and the changes that cities are experiencing, especially in urban planning and the promotion of cycling and personal mobility vehicles.
Karen Alfaro
WriterCommunications professional with a decade of experience as a copywriter, proofreader, and editor. As a travel and science journalist, I've collaborated with several print and digital outlets around the world. I'm passionate about culture, music, food, history, and innovative technologies.
It all started with a few stickers. Protests followed, leading to attacks on cars, dealerships, and charging stations. Tesla CEO Elon Musk’s political positioning has drawn the ire of people who see attacking his most recognizable brand as a way to protest one of the most controversial voices in the U.S. government. But Tesla owners are also being targeted.
A first warning. “I bought this car before Elon went crazy.” That was the type of message some Tesla owners began displaying in November 2024. By then, the U.S. had already elected its new president, Donald Trump, and Musk was emerging as one of the most prominent voices in the new administration.
Musk’s official role in the Trump administration remained undefined at the time. He was later appointed to lead the Department of Government Efficiency (DOGE), a newly established agency focused on minimizing what the administration sees as wasteful spending.
During Trump’s campaign, Musk advocated for ending subsidies for electric vehicle purchases and dismantling government support for the industry. Given Tesla’s leading role in the market, this measure was expected to benefit the company in the short term.
“Extremely hardcore.” That’s how Musk described his approach as head of DOGE and the implementation of its policies. But those words also reflect the broader political climate since Trump took office.
Critics point to several of Musk’s actions that have fueled outrage:
- His Nazi salute during Trump’s inauguration.
- His support for the German far-right.
- His endorsement of other European far-right movements.
- Comments celebrating the sounds of chains rattling during mass deportations.
- Firing thousands of employees, rehiring them, and then attempting to fire them again via email.
Rallies. These controversies have fueled public backlash. A week ago, the Tesla Tekadown movement gained traction, encouraging people to sell Tesla stock in an effort to hurt Musk financially. Gradually, more disillusioned individuals joined the campaign, echoing sentiments seen in the car stickers criticizing Musk’s political shift.
The movement has also promoted rallies outside Tesla dealerships and even created a map marking future demonstrations. In Europe, only four protests are planned in the coming days, but in the U.S., there are dozens.
A viral campaign in the UK compared Musk to Hitler, and Tesla was mocked with a slogan: “0 to 1939 in three seconds.”
Click on the image to view to original post on X.
Escalation. What started as rallies and messages at dealerships—including outside Tesla’s Berlin factory—has escalated into more violent actions. Messages reading “Kill Elon” have appeared at vandalized dealerships. The image above shows a dealership in Oregon with its windows smashed, but similar incidents have been reported in Europe.
In France, an anarchist group claimed responsibility for setting a dealership on fire, damaging several cars. In California, a group of students recently left notes threatening to damage Tesla vehicles. Days later, several Teslas awaiting delivery in Florida were vandalized.
As if that weren’t enough, protesters have set fire to seven charging stations in the U.S. as part of their boycott against Tesla.
Click on the image to view to original post on X.
Click on the image to view to original post on X.
Getting creative. Some Tesla owners have started disguising their cars as other brands to avoid attacks. Tesla Model 3s have been altered to resemble Audis, Mazdas, and Hondas.
Rather than damaging vehicles, some protesters have taken a more creative approach. They’ve projected images onto the Tesla Cybertruck, using its large back panel to display messages about Musk’s political stance and the vehicle’s multiple revisions.
Click on the image to view to original post on X.
Polarized. This situation has further divided public opinion. Some support Musk, others back the protests, and some simply try to separate the man from the brand. Well-known influencers, including JerryRigEverything (9.2 million YouTube followers), have announced plans to get rid of their Teslas.
Plummeting. At the moment, none of this is helping Tesla’s reputation. The company has been experiencing a sharp decline in stock value. Whether this is due to poor sales, investor dissatisfaction with 2024’s performance, or backlash over Musk’s political endorsements remains unclear.
Tesla’s sales slump is also linked to the updated Model Y, its best-selling vehicle, which has likely caused potential buyers to delay purchases. Meanwhile, sales in China remain weak, and in Germany—the largest electric car market in Europe—they’ve plummeted by 76%.
Image | Gage Skidmore | David Geitgey Sierralupe
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