Protesters are set to gather outside Tesla showrooms across the United States this weekend, opposing Elon Musk’s political activities and ties to President Donald Trump.
Tesla’s sales have been in decline recently, with the company reporting a fall in annual sales in 2024 and its stock falling 30% from its peak in December – 21% of that fall occurred after Trump’s inauguration.
In California, Tesla registrations fell 11.6% in 2024. The Model Y remained the top-selling light truck, but Model 3 registrations were down by nearly 30,000 units.
In Germany, Tesla’s January sales dropped 60%, while in France, they fell 63%. UK sales also declined, with no Tesla ranking among the top 10 best-selling cars.
China, Tesla’s largest market, saw an 11.5% January sales drop. Factory upgrades and competition from Chinese EV makers, coupled with reduced government subsidies in Europe, further complicate Tesla’s outlook.
Nationwide protests planned
Demonstrations under the hashtags “Tesla Takeover” and “Tesla Takedown” are set to follow similar protests last weekend.
At least three dozen events have been planned, with organisers urging Tesla owners and investors to divest.
Some demonstrations have escalated to vandalism, with reports of Tesla vehicles being defaced with swastikas or anti-fascist stickers. In Arcata, California, Tesla owners found threatening notes urging them to sell their vehicles.
Musk’s increasing political involvement appears to be impacting sales, alienating progressive-leaning consumers.
The EV Politics Project found Tesla is losing Democratic-leaning buyers faster than gaining conservative supporters, who are traditionally less interested in EVs.
Tesla’s Model Y refresh will be a key test. If sales continue to struggle, it may indicate that Musk’s political stance is harming the brand’s appeal.