- Some Tesla owners are done with the electric car brand because of Elon Musk’s antics.
- Musk has always been outspoken, but of late he has become increasingly political and controversial.
- We spoke to three Tesla owners who say Musk made them reconsider their relationship with the brand.
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Bob Perkowitz, a self-proclaimed former Tesla fanboy, was among the first few thousand people to reserve a Model S in 2009. He took delivery in 2012 and eventually upgraded to a 2017 edition of the same sedan.
He also planned to buy a 2022 model. Then things got out of hand.
Perkowitz is one of many Tesla owners who are reconsidering their allegiance to the brand as Elon Musk becomes increasingly unpredictable and polarizing figure on-line. Tesla’s CEO has always been outspoken, but in recent months — and particularly after buying Twitter — the persona flaunted by his 125 million Twitter followers has shifted from that of the occasionally irreverent, visionary entrepreneur to something decidedly changed more warlike and political.
Tesla owners say Musk’s escapades are getting to be too much
Perkowitz says he didn’t buy a new Tesla because of Musk’s right-wing views, his tumultuous Twitter acquisition, and his radical emphasis on free speech, which Perkowitz believes misinformation will be rife on Twitter.
“Elon was a really good reason to buy the car,” Perkowitz told Insider. “He had a great brand. He’s not such a great brand anymore.”
John Byrne, a software CEO, told Insider he traded his Model X for an Audi RS E-Tron GT after Musk’s outbursts. Portal/Francois Lenoir/File Photo
Alan Lasoff of Calabasas, California currently rents a Model Y SUV but will not be getting another after his tenure ends. For him, the decision boils down to what he sees as the billionaire’s hypocrisy and the reinforcement of conspiracy theories.
“He’s been telling everyone he’s buying Twitter because he wants it to be kind of non-political, and on the eve of the election he’s saying vote Republican,” Lasoff told Insider. “He can have his opinions, but what I really despise in people is hypocrisy.”
John Byrne, a software CEO in Maryland, hasn’t been a huge fan of his 2020 Model X SUV for a while. He said it creaked, vibrated at times, and had an overall build quality that didn’t justify its $95,000 asking price .
But Musk’s behavior since the Twitter saga – particularly his propagation of right-wing views and Attack on Anthony Fauci – was the last straw. Byrne traded in his car for an electric Audi in late 2022.
“I don’t want to be a brand ambassador for them anymore,” Byrne told Insider.
Tesla did not respond to a request for comment.
Musk could attract conservatives to the brand
Some recent studies support the anecdotes. Research firm Morning Consult found that Tesla’s net-favorite rating among Democrats fell 20% between October and November. Republican favor has improved slightly.
Tesla’s stock price fell 65% in 2022. Tesla
According to Matthew Quint, a branding expert at Columbia Business School, consumers are more likely to react negatively to a controversial car company than any other type of company. That’s because a car is a long-term purchase that represents its owner to everyone – unlike, say, a can of Goya beans.
Additionally, Quint said, the five-figure expense involved will make someone think more carefully about who they are enriching and whether they agree with their views.
The turnaround among some fans comes at a difficult time for the company.
After years of Teslas flying off the shelves, the company faces big questions as to whether consumer demand is waning. Amid those concerns, investor worries about Musk’s involvement with Twitter, and slowing revenue growth, Tesla stock plummeted 65% in 2022.
Also, Tesla is dealing with an aging product line while facing unprecedented competition in the electric vehicle space, Sam Fiorani, vice president of global vehicle forecasting at AutoForecast Solutions, told Insider.
Still, it’s unclear whether Musk’s outbursts will deal a significant blow to Tesla’s future sales. Things could even out if Musk dumps progressives while also selling a lot of conservatives on his cars, Quint said. And if Musk wants to tone down the impact of his words, all he has to do is tone things down, Quint said.
Perkowitz agrees. He has considered the Hyundai Ioniq 5 and Polestar 2 as electric alternatives, but hopes to be able to buy a Model S with a clear conscience.
“I kind of stalled and waited for Elon to come to his senses and say something meaningful,” Perkowitz said. “But if he doesn’t do it soon, I’ll drive the Polestar.”
Are you a Tesla owner or employee and have a story to share? Do you love or hate your electric vehicle? Contact this reporter at [email protected]