Tesla showrooms across the world are expected to faceanti-Elon Musk protestson Saturday, as Musk’s senior role in the Trump administration has contributed to a European consumer backlash bysome Tesla ownersand prospective buyers.It follows a44% drop in Tesla sales in Europeon average last month, according to the research platform Jato Dynamics. Tesla’s European market share fell to 9.6% last month, the lowest it has registered in February for five years.However, in the UK the Society of Motor Manufacturers and Traders reported analmost 21% risein the number of new Tesla cars registered in February, with the Model 3 and Model Y proving the second and third most popular after the Mini Cooper.Hundreds ofTeslaowners got in touch with the Guardian to share how their feelings about owning Teslas have changed over time. Here are some their views.‘Our daughter keeps asking us to sell it’As a birthday present in 2019, my wife booked me a test drive for the Tesla Model S. I thought, “My God, what an amazing bit of kit”. It was very smooth, very fast, and I was keen to drive something more environmentally friendly. So we bought one.We’ve now done about 80,000 miles on it – driving to Switzerland one year, Italy another, and last summer to the south of France. It’s been incredibly cheap, reliable, spacious, and with virtually no servicing.But we are horrified by Trump and Musk’s extreme politics. Our 26-year-old daughter keeps asking us to sell it. When I saw Trump and Musk showcasing the modelsoutside the White House, I felt a bit sick. I’m on Tesla owners’ forums, it’s getting very polarised.We’re now in a series of constant dilemmas. I don’t want to have to put stickers on my Tesla like others are, with things like, “Love the car, not the CEO”. I feel very torn. The seconhand market has plummeted. Our warranty runs out in 2027, and then we’ll see. I never thought owning a car would be this difficult.Jonathan, 64, OxfordView image in fullscreenAn anti-Musk poster in Broadstairs, Kent.Photograph: Krisztián Elek/SOPA Images/Rex/Shutterstock‘Do we regret it? Morally, yes. Practically, no’Last spring, my girlfriend and I were looking for a new car. A Tesla wasn’t even on our radar, but it turned out to be a cheaper option than the electric alternatives, and during a test drive it felt like the best car I’d ever driven … unfortunately. We thought, let’s go for it.When Musk started campaigning for Trumplast summer, I began to get questions about the car. Now it’s even worse. Friends or colleagues joke around, saying: “Ah! So you’re for Mr Musk?” But for me, having something that’s in any way a symbol of the far right is extremely painful. We feel a moral pain at being owners.Do we regret it? Morally, yes. Practically, no. I hope this will be a passing moment, that the brand will outlive Musk. We hope someone can take over as CEO from Musk.Patrick, 40, Belgium‘I’m a Tesla fanboy who jumped ship’When I first drove a Tesla, while I was visiting Las Vegas for work in 2019, I was absolutely blown away. Going back to my Ford Mondeo felt like travelling back in time. I got the Model 3, which was a joy to drive, like a go-kart around the country roads, and later we got the Model Y.I didn’t see the rightwing stuff coming. When Musk aligned with Trump, we thought, well … the car’s great. I was still prepared to stick with Tesla right up until Musk’s so-called “Roman salute”. The day I saw that, I thought, “Oh, man”.My car was up for renewal a few weeks ago. I was on the phone to Tesla – they were really persistent, trying to convince me to stay – when a Polestar 4 [a competitor] drove by. I booked a test drive the same day and now I’m waiting for my Polestar 4 to arrive. I’m prepared to take a slight step down in software.I was like, “Actually, I’ve got to stick to my morals, without that I haven’t got anything”. Even so, the Polestar is made in China, and we thought, is that any better? It’s almost impossible to have a fully ethical supply chain today. But Elon really put me off staying with Tesla – I’m a Tesla fanboy who jumped ship.Henry, 50, Bedfordshire‘There’s no way I’d sell my Tesla because of the CEO’s political views’They are incredible cars. I bought a Model 3 Performance in 2019, and get software updates on a regular basis so the car consistently improves and offers new features. For me, once you’ve owned a Tesla, there’s no going back. It’s the iPhone equivalent of cars – everything works really well and is easy to use.We’ve seen on the news the fools who think it’s OK vandalising Teslas. I get quips from friends, saying, “Has anyone keyed yours yet?” But this hasn’t worried me about my car. I don’t think these activists represent more than a fraction of a per cent of the population.There’s no way I’d sell my Tesla because of the CEO’s political views. I disagree with some things Musk says and does, but I could say the same for everyone, and I don’t see what the fuss is about with Doge. The attacks he’s endured have been disproportionate and dishonest. What I worry about is how easily people can be programmed to hate a company to such an extent. It’s been pretty astonishing.Tom, 51, SpainView image in fullscreenThe burnt-out remains of a Tesla in the Steglitz district of Berlin. Police were investigating after four Tesla cars parked in different streets went up in flames earlier this month,Photograph: Omer Messinger/Getty Images‘It really hurts to think that some of our savings have gone to someone like Musk’I’m not rich, and my wife and I planned for a long time before we put our savings together to buy an electric vehicle. A car is not a status symbol for me, it’s a practical object and we wanted to reduce our carbon emissions as much as possible.There’s no Tesla showroom in Slovakia yet, so a couple of years ago we had to get a company in Bratislava to import one from Austria. Tesla drivers here still wave at each other because we’re so rare. While buying it, a friend warned me about Musk. Back then I just thought, probably if you dig deep enough into any corporation you’ll find someone with unpleasant views.But if I were buying a car today, there’s no way I’d get a Tesla. It really hurts to think that some of our savings have gone to a company led by someone like Musk. When he started supporting the AfD in Germany, or his associations with Trump, or what they’re now doing to USAid and federal employees – I’ve just felt worse and worse about giving the company thousands of euros.It’s now worth a lot less than we paid. And it was a lot of money to us, we can’t just ditch it. It’s a symptom of a rather sad time that we live in, really.Steven, 50, SlovakiaSome names changed.
‘Love the car, not the CEO’: how Europe’s Tesla owners feel about their cars - and Elon Musk
TruthLens AI Suggested Headline:
"European Tesla Owners Express Mixed Feelings Over Elon Musk's Political Actions"
The Guardian
7.1
TruthLens AI Summary
Tesla owners in Europe are grappling with a significant backlash against the company due to CEO Elon Musk's political affiliations, particularly his support for former President Donald Trump. This discontent is reflected in a notable 44% drop in Tesla sales across Europe last month, with the company's market share falling to 9.6%, the lowest in five years. However, contrasting reports from the UK indicate a surge in registrations for Tesla vehicles, with the Model 3 and Model Y ranking among the most popular cars. Many owners have shared their conflicted feelings about their vehicles, expressing a love for the cars themselves but a growing discomfort with Musk's political stance. The situation has led to a polarized environment among Tesla owners, where some have considered selling their cars or have already switched to competitor brands like Polestar, citing moral objections to Musk's actions and comments.
Personal accounts from Tesla owners highlight the emotional turmoil associated with their ownership experience. Some have expressed feelings of guilt and discomfort, especially as they witness the political landscape change and Musk's influence grow. Many owners who initially celebrated the technological advancements and environmental benefits of Tesla vehicles now find themselves torn between their admiration for the cars and their disapproval of Musk's political affiliations. This moral dilemma has prompted some to seek alternatives, despite the challenges of finding fully ethical options in today's market. The sentiment among a segment of Tesla owners reflects a broader societal issue where consumer loyalty is tested by corporate leadership and personal values, leading to a complex relationship with a brand once celebrated for its innovation and sustainability.
TruthLens AI Analysis
The article sheds light on the complex relationship between Tesla owners in Europe and the company's CEO, Elon Musk, particularly in the context of political affiliations and consumer sentiment. It reveals a growing discontent among some Tesla owners, spurred by Musk's involvement with the Trump administration, leading to protests and a notable decline in Tesla sales in Europe.
Consumer Sentiment and Brand Loyalty
The article highlights a significant shift in consumer sentiment towards Tesla vehicles, largely driven by Elon Musk's political views. Many owners express a love for their cars while simultaneously grappling with the dissonance of supporting a brand associated with a controversial figure. This internal conflict is evident in personal anecdotes shared by owners, indicating that their feelings are polarized. The use of statements like "Love the car, not the CEO" illustrates the struggle between brand loyalty and ethical considerations regarding leadership.
Sales Data and Market Performance
The report provides quantitative evidence of Tesla's decreasing market share in Europe, with a 44% drop in sales. This decline, coupled with the lowest February market share in five years, signals potential long-term repercussions for Tesla in a crucial market. However, it also contrasts with positive registration data from the UK, suggesting that regional differences in consumer sentiment may exist. This juxtaposition raises questions about the broader implications for Tesla's brand strategy in Europe.
Implications for the Automotive Market
The protests and negative sentiment surrounding Musk may not only affect consumer behavior but could also impact Tesla's stock performance and market position. If the backlash continues, it could lead to a decline in sales and brand reputation, further complicating Tesla's competitive standing against other automakers. The article suggests that these dynamics could play a significant role in shaping the future of electric vehicles in Europe.
Target Audience and Community Response
This article is likely aimed at environmentally conscious consumers and those who prioritize corporate ethics in their purchasing decisions. By addressing the divide among Tesla owners, it seeks to foster discourse on the relationship between consumer choices and corporate leadership. The emotional resonance of personal stories may engage readers who share similar sentiments or concerns about the intersection of politics and consumerism.
Potential Economic and Political Effects
If the anti-Musk sentiment translates into sustained protest and reduced sales, it could have broader implications for the electric vehicle market. This situation may encourage consumers to turn to alternative brands that align more closely with their values, thereby reshaping the competitive landscape. Politically, the article reflects the intersection of consumer behavior and activism, possibly inspiring similar movements in other sectors.
Manipulative Aspects and Trustworthiness
While the article presents factual data regarding sales and consumer sentiment, it also emphasizes the emotional stories of Tesla owners, which may serve to sway public opinion against Musk. The focus on personal narratives can create a sense of urgency and moral obligation, potentially leading readers to align with the sentiments expressed. This emotional appeal, combined with factual evidence, raises questions about the article's objectivity and the motivations behind its publication. In conclusion, the article serves to highlight the evolving relationship between Tesla owners and the brand's leadership, reflecting broader societal concerns about corporate ethics and personal values. This nuanced portrayal invites readers to consider the implications of their consumer choices in a politically charged environment.