Analysts warn that Elon Musk’s controversial actions could distract European buyers from Tesla, particularly in light of his political associations and rhetoric. Sales of Tesla cars in Germany and France were halved in January 2025 compared to the previous year, but the incident targeting the brand has sparked concerns among consumers and industry experts.
Mask’s support for far-right parties in Europe, including Germany’s AFD, has fostered backlash, especially in countries that are sensitive to the Nazi past. In Germany, some Tesla owners have shown stickers that read, “I bought this car before Elon got hooked,” in response to the behavior of the mask. His appearance at Trump’s rally was criticized as resembling a Nazi salute, but it joined the controversy.
German auto analyst Matthias Schmidt noted that Musk’s political stance is harmful to the Tesla brand, especially in a market where many buyers are motivated by environmental concerns. In addition to the German backlash, incidents have occurred in other European countries, including the destroyed Tesla showroom in the Netherlands, calling for a potential boycott in Poland.
Despite the controversy, Tesla’s global sales remained stable in 2024, with the stock reaching record highs. However, the company faces increasing competition in Europe, with the number of electric vehicle models entering the market increasing.
In Sweden, research showed that Tesla is popular with men aged 35-49, but employee strikes and complaints about Musk’s actions led to increased criticism. Tesla declined to comment on the situation.
