While right -wing extremist Musks occur, it seems to be less well received overall. The Sales figures From Tesla there are rapid. In January in the EU by 45 percent less Models sells as a year earlier. The new registrations of electric cars rose by a total of 34 percent.
Brand closely connected to personality
“There are personalities behind every brand,” says Gerhard Hrebicek, founder of the European Brand Institute. Musk has staged himself as an innovator with Tesla. His name has always been closely connected to the brand. His image Dyeing strongly on Tesla. When Musk began to publicly support Donald Trump’s election campaign in the summer of 2024, the misery began.
“Musk represents with his new appearance Value systemwhich no longer fits Tesla with the innovative and performance -oriented customers of Tesla, “says Jürgen Gietl, brand expert of Brandtrust. At least in some markets this is problematic. First, some Tesla owners reacted slightly ashamed And missed her car with sayings like: “I bought it before Elon went crazy.”
Angry public reactions
Meanwhile is become disgusted out of shame. In addition to “Swasticar” stickers and those that show the musk with upper lip beard, posters now appear with a satirical Tesla advertising saying: “Go From zero to 1939 in 3 seconds. “Pappet displays of Musk with a raised right arm are placed in Tesla shops. Shareholders and long-time Tesla fans say off from their preferred car brand. Some, like the musician Sheryl Crow, hold the Farewell in pictures and get applause on social media.
Most of the employees involved keep dense
How is the image change at Tesla internally? There is remarkably few information. The statement of an employee compared to a US medium summarizes the situation well: on the one hand, it is Trump’s policy For the Mission of Tesla bad. For example, Trump wants to abolish tax credits when buying electric cars, and he wants to promote fossil energies in electricity production. On the other hand, according to the employee, it was great that the Tesla share price With Trump’s election victory risen be.
Tesla employees receive a Part of your payment in the form of shares. If you publicly criticize the company or your leadership, employees would finance their own meat financially. Displacements Occasionally, but still penetrate outside. Musk does not seem about his own company, it is said.
Image crisis can be forgotten
The brand value of Tesla lost around a quarter of its value in 2024. Can Tesla recover from the damage to the image? “When Musk withdraws, Tesla has still good chances“, says Hrebicek. The brand would still have a good one as” first mover “, as the first pure e-car mark Start advantage. The company’s innovations such as more efficient production methods or their own charging network continue to exist.
“If the products remain so innovative, they could Musk escapades quickly forget be, “says Gietl. Strong brands This is characterized by overcoming such crises. “Or does anyone remember the scandals around Uber or Facebook?”