Tesla’s Brand Loyalty Crashes After Musk’s Trump Endorsement
Tesla’s brand loyalty in the U.S. has plummeted from 73% to 49.9% following CEO Elon Musk’s public endorsement of Donald Trump in mid-2024. This sharp decline has made Tesla the worst-performing major automaker in terms of customer retention. The backlash has been significant, with widespread protests, boycotts, and incidents of vandalism targeting Tesla vehicles and facilities across North America and Europe. These events have been linked to Musk’s political involvement, particularly his role in the Department of Government Efficiency (DOGE) under Trump’s administration, which has alienated Tesla’s environmentally conscious customer base.
Despite a slight rebound to 57.4% loyalty in May 2025, Tesla now trails behind competitors like Chevrolet and Ford. The company’s market capitalization has also suffered, with a loss of $380 billion amid the ongoing feud between Musk and Trump. Analysts warn that Tesla’s brand is at risk, and significant efforts are needed to restore consumer trust and loyalty.