Elon Musk has transitioned from being a visionary to a controversial figure.
His role within DOGE and his connections with political figures like Donald Trump have caused significant upheaval for Tesla.
👉 Result: a brand destruction that Scott Galloway describes as “unprecedented”.
So, how did we get here? We explain this crisis that is shaking both the economic sphere and the brand’s fans.
🚨 The critical turning point: the DOGE effect on Tesla’s image
Instead of focusing his efforts on technological revolution, Musk found himself at the center of political controversies.
👉 Brand ranking of Tesla in the USA:
| Year | Visibility Rank |
|---|---|
| 2021 | 8th |
| 2025 | 95th |
A plummeting fall driven by:
✅ Too much political engagement
✅ Loss of the “eco-innovation” DNA
✅ Disappointed historical customers
📉 Financial performance: a visible decline
👉 Key figures to remember:
| Year | Tesla EPS ($) | Brand Visibility Rank |
|---|---|---|
| 2021 | $3.50 | 8th |
| 2025 | $1.00 | 95th |
👉 A 71% decrease in earnings per share.
👉 Protests in front of Tesla showrooms.
👉 BYD now surpasses Tesla in electric vehicle sales.
| Year | Tesla Sales | BYD Sales |
|---|---|---|
| 2021 | 500,000 | 200,000 |
| 2025 | 350,000 | 700,000 |
🗣️ The effect on public relations
Today’s consumers want brands aligned with their values.
👉 Problem: Musk’s political flirting polarizes the audience.
👉 Rivals like BYD or BMW are betting on a more neutral and ethical image.
⚠️ Upcoming challenges for Tesla
3 key tasks that Musk will need to undertake:
1️⃣ Restore consumer trust
2️⃣ Return to product innovation (far from politics)
3️⃣ Manage public storytelling to restore brand image
Otherwise, the brand could lose its leadership in the electric vehicle market.
🎯 In summary: a brand crisis with multiple impacts
👉 Consumers are hesitant towards Tesla.
👉 Competition is gaining ground.
👉 The future of Tesla will depend on Musk’s ability to depoliticize his image and recover his innovation DNA.
🤔 FAQ — What you need to know
Why does Scott Galloway criticize Elon Musk?
👉 Because his political engagement is harming Tesla’s reputation.
What’s the impact on Tesla’s sales?
👉 Sales are declining, and Tesla is losing ground to BYD.
How is the public reacting?
👉 More and more consumers are looking for “neutral” and sustainable alternatives.
Can Tesla turn things around?
👉 Yes, but only if it refocuses its strategy on innovation and customer experience.
Is brand image crucial in this sector?
👉 Absolutely! In electric vehicles, the image of innovation and ethics makes all the difference.
👉 This is why the saga Musk x Tesla x politics is now a case study for all marketing experts.
Hello, my name is Manon, I’m 40 years old and I’m a journalist specializing in current affairs. Passionate about news and investigative reporting, I strive to cover a wide range of topics with rigor and integrity. My goal is to provide insightful analysis and contribute to an informed public debate.
