25% of Americans Avoiding Tesla Tech Because of Elon Musk – CleanTechnica

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Three things are no secret: 1) Elon Musk benefits more than any other individual from Tesla’s success, 2) Elon Musk has gotten extremely involved in political matters (emphasis on “extremely”), and 3) many people won’t buy Tesla products because of those first two facts.

New research from JW Surety Bonds finds that 1 out of 4 Americans “avoid Tesla’s technology due to their opinions on Elon Musk.” That’s a full quarter of the US public that won’t consider great electric vehicles, including the best selling vehicle in the world, because of Musk’s highly abnormal involvement in US politics.

Before we get to more of the research, it should also be noted that Musk has been getting more and more involved, including in highly abnormal and extremely right-wing ways, in European politics — in the UK, Italy, Germany, and other major auto markets. Without a doubt, this is starting to impact consumer behavior in Europe as well.

I can’t think of anything else as significant in consumer product sales. Yes, there are some other highly politically engaged business people, but they aren’t so directly involved or tied to significant mass-market products. (I’m not counting the MyPillow guy, for example.) There are founders and CEOs of major corporations who are known political actors, but not so openly and loudly that they draw widely significant scrutiny or tarnish the brand they represent.

Perhaps surprisingly when you consider values and norms they are known for, but perhaps unsurprisingly when you consider how popular Tesla has gotten among young people, the age group most likely to avoid Tesla technology due to Elon Musk is Baby Boomers (people born people 1946 and 1964). Despite stereotypes, though, Baby Boomers came of age in the massive cultural change era of the 1960s and 1970s. They were extremely involved in busting up conservative and closed-minded cultural norms and charting a new course forward for American culture and the world. So, it’s also not that surprising that many in the generation are offended by the strong push to “go backward” and be more closed minded and deeply traditional again. That generation also appreciates more the efforts required to change society, and are more aware of what life was like before those changes.

Tesla sales declined in 2024 compared to 2023. It was the first annual decline for the company since the Model S was launched in 2012. There are many reasons for that, but Tesla definitely took a sales hit in the key market of California, as well as elsewhere, because of Elon Musk’s more and more involved and more and more extreme political engagement. There was already strong research on that as well as a wicked drop in Tesla sales in California. However, the situation surely grew as the year went on and reached new heights in November when Donald Trump was elected president instead of Kamala Harris and Elon Musk was by Trump’s side along the way, during Thanksgiving, during Christmas, and on New Year’s Eve. I cannot imagine the consumer backlash got any weaker, and presume this will be a significant factor in Teslas consumer demand in 2025. We will see.

Interestingly, the bulk of the JW Surety Bonds was about other Tesla matters, and results were more positive. Nonetheless, the topic above is what they led with when emailing me about the results, and it does stand out as highly significant. I’ll get to those other topics in a second article in a moment.

In the meantime, feel free to listen in to my discussion with David Havasi on what we expect with regard to Tesla models and sales in 2025: