In Europe, discontent is brewing among Tesla owners, as many contemplate selling their vehicles due to Elon Musk's recent political endorsements. A Dutch poll revealed that 31% of Tesla owners are either considering selling their cars or have already done so, prompted by Musk's support of far-right ideologies. This sentiment has contributed to a significant decline in Tesla sales across the continent. In January, Tesla's sales in Europe fell dramatically, with only 9,945 vehicles sold—a 45% decrease compared to the previous year's 18,161 vehicles.
The European Automobile Manufacturers' Association reported a stark 45% decline in Tesla sales, echoing the sentiment reflected in the Dutch poll. Germany, a key European market, saw Tesla's new car sales plummet by 41% last year, surpassing the overall 27% decline in electric vehicle (EV) sales nationwide. This trend underscores the backlash against Musk's political stance and its tangible impact on consumer behavior.
In response to Musk's support for former President Donald Trump, several prominent German companies have taken decisive actions. The German drugstore chain Rossmann announced it would no longer purchase Tesla vehicles for its corporate fleet. Similarly, LichtBlick, a German energy company, declared its intention to "pull the plug" on the Tesla cars in its fleet, citing concerns over Musk's alignment with far-right politics.
Activists in London have also voiced their disapproval through creative means. A parody bus stop advertisement labeled "Tesla – The Swasticar" featured the tagline "goes from 0 to 1939 in 3 seconds," a reference to historical events and Musk's perceived political inclinations. Similar stickers have appeared on Tesla vehicles throughout Europe, reflecting widespread dissent among consumers.
A Swiss entrepreneur and digital strategist capitalized on this discontent by creating a line of "Anti-Elon stickers" for Tesla vehicles. These stickers have gained popularity, with demand skyrocketing to as much as 2,000 stickers per day. Orders have poured in from across the German-speaking world and as far away as Australia and South Korea, highlighting the global reach of the controversy.
Polestar, an EV manufacturer, is seeking to leverage this dissatisfaction with Tesla. Michael Lohscheller, Polestar's CEO, instructed his sales team to target disgruntled Tesla owners, viewing this unrest as an opportunity to expand their customer base.
The controversy surrounding Elon Musk's political endorsements has sparked diverse reactions from individuals and organizations alike.
“Musk is kind of like a character that – like a cat – has nine lives,” commented Schmidt, reflecting on Musk's enduring ability to weather public relations storms.
Meanwhile, Sławomir Nitras expressed a strong stance against supporting Tesla:
“All I can say is that probably no normal Pole should buy a Tesla any more,” he stated, advocating for a consumer boycott.
“A serious and strong response is necessary, including a consumer boycott,” Nitras further emphasized.
The identity crisis among Tesla owners was articulated by Schneider:
“Of course, as a Tesla driver you were always the fool: the Green party voter, the world saviour, the CO2 guy,” he said.
“But now you’re in a category that’s no longer funny,” Schneider added, highlighting the shifting perception of Tesla ownership.
Some owners have distanced themselves from Musk's recent actions:
“I bought this before Elon went crazy,” stated an anonymous owner, indicating regret over their purchase in light of current events.
The criticism leveled at Musk by various groups includes statements like:
“The world’s richest man, Elon Musk, is promoting the far right in Europe,” said Led by Donkeys, an activist group that has been vocal about their opposition.