Elon Musk’s more and more controversial repute amongst U.S. liberals has change into so polarizing that it’s turning some away not simply from Tesla, however from electrical autos altogether.
A brand new research printed this week within the journal Nature examined whether or not perceptions of Musk have made Teslas extra polarizing than different EVs. The researchers carried out a collection of surveys beginning in November 2023 up till March 2025. In every, members had been requested whether or not they would contemplate buying both a Tesla or an unspecified EV.
“Liberals confirmed declining intentions to buy Teslas in contrast with different EVs, and, to a lesser extent, declining intentions to buy EVs typically,” the researchers wrote.
They added that the impact is related to adverse perceptions of Musk, significantly as he’s embraced a extra conservative public persona.
The research spans the interval earlier than and after Elon Musk went all-in on U.S. politics, beginning earlier than he publicly endorsed Donald Trump and persevering with by his transient position within the Trump administration.
Musk first backed Trump on July 13, the identical day as Trump’s assassination try.
“I absolutely endorse President Trump and hope for his fast restoration,” Musk wrote on X.
He ended up spending $277 million to help Trump and different Republican candidates. His America PAC additionally ran a controversial canvassing operation, with stories of harsh working circumstances and inconceivable to fulfill quotas.
Following Trump’s win in November 2024, Musk was tapped to guide the newly fashioned Division of Authorities Effectivity (DOGE). Below Musk’s management, DOGE slashed funding and eradicated jobs at a number of federal companies, together with the US Company for Worldwide Growth (USAID). Some international well being specialists estimate that cuts to USAID’s anti-HIV/AIDS packages have resulted in additional than 90,000 deaths worldwide.
Musk finally had a high-profile falling-out with Trump and stepped down from DOGE, however injury to his repute, particularly amongst liberals, was already accomplished. His present makes an attempt to launch a new political get together have but to achieve any actual traction.
And doubtless most troubling for Musk, Tesla gross sales proceed to drop. The research identified that conservatives nonetheless aren’t that into EVs, which implies there aren’t sufficient new consumers to make up for the liberals who’re strolling away.
Earlier this month, Tesla reported that its automobile gross sales fell 13% year-over-year within the second quarter. And in Europe, Tesla has stopped taking new orders for its Mannequin S and Mannequin X autos, in keeping with Electrek.
Tesla didn’t instantly reply to a request for remark from Gizmodo.
The research researchers famous that within the later surveys, liberal members had been noticeably much less supportive of EVs than they had been in earlier iterations, particularly once they held adverse views of Musk. This “Tesla backlash impact,” mixed with conservatives’ constant dislike of EVs, suggests {that a} polarizing CEO can harm not simply their very own model, however a complete trade.
