Branding experts weigh in as political controversy and declining global sales weigh on Tesla’s public image. Tesla is facing a significant brand crisis. Over the weekend, nationwide protests and the growing global #TeslaTakedown movement called on people to sell their Tesla vehicles and divest from the company. At the center of the controversy: CEO Elon Musk.

Tesla Faces Backlash Amid Musk’s Government Role

Elon Musk currently heads the Department of Government Efficiency (DOGE) in the Trump administration—a role that, while unelected, is highly visible and politically charged. The department has implemented sweeping cuts across various government sectors, a move both Musk and Trump claim is necessary to reduce bureaucratic waste and fraud.

But Musk’s close political alignment and high-profile decisions are impacting more than just Washington.

Tesla Sales Decline in Key Markets

Tesla has seen a marked drop in global sales, especially in Europe and China. While some analysts attribute this to rising EV competition and market saturation, many point to Musk’s political involvement as a growing concern for consumers and investors alike.

Expert Insight: Why Tesla’s Brand Is Struggling

Branding expert Allen Adamson, co-founder of marketing firm Metaforce and author of Seeing the How, recently spoke with NPR’s Morning Edition to analyze Tesla’s image problem.

“It’s never just one thing when a brand stumbles,” said Adamson. “It’s the DOGE controversy, the Cybertruck recall, and Musk’s shift in focus away from Tesla. The brand has hit a tipping point.”

Why Cars Are More Than Just Machines

Adamson explains that cars are deeply personal purchases that signal identity—something that makes the Tesla brand particularly vulnerable to image shifts.

“Cars are badge brands. They’re like fashion statements,” he said. “When a consumer buys a Tesla, they’re not just choosing a car. They’re saying, ‘I’m a forward-thinking, green-conscious person.’ If that image turns negative, they no longer want to send that signal.”

Unlike many other industries, the automotive sector is highly susceptible to changes in public sentiment, especially when tied to prominent figures like Musk.

Could Tesla Thrive Without Musk?

Adamson believes one of the most effective ways for Tesla to regain public trust could be for Musk to step away entirely.

“The simplest fix is for Musk to divest from Tesla and allow new leadership to refocus the brand,” he said. “Consumers need to feel that the company is stable, trustworthy, and entirely focused on their safety and innovation—not politics.”