Tom Blackburn was so proud of his bright red tesla. But since the arrival of Elon Musk on the American political scene, he has sworn not to buy anything from the automaker.
Elon Musk arouses controversy in the United States by helping President Donald Trump to reduce public spending of the federal government by measures deemed illegal or immoral by his detractors. The controversy could reflect on its American business, Tesla, once rented by those concerned with protecting the environment by buying electric vehicles.
An excuse sticker
“I’m just embarrassed to drive her now,” said AFP Tom Blackburn, a retired lawyer about his car bought more than ten years ago. “I rather disinterested in Tesla as a brand.” In response, the 76 -year -old Virginian affixed a sticker last year on his car: “I bought it before I know that he was crazy”. But “now I think I need something stronger,” he says.
Elon Musk became CEO of Tesla in 2008, supervising the rise of the company that has since become one of the most valued in terms of market capitalization. Experts believe that the political adventures of the billionaire, support of European political parties and relays of conspiracy theories, could isolate Tesla of its usually progressive customers.
“I think it will have a long -term prejudicial effect on the brand,” anticipates Daniel Binns, managing director Elmwood Brand Consultancy. Tesla must “dissociate” Elon Musk in her marketing, he says, warning against a “storm” which could lead motorists to turn away from them for the benefit of rival manufacturers.
A brand that no longer corresponds to its customers
“The brand, on so many aspects, is not aligned with its customers and the market is full of fantastic competitors,” analyzes Daniel Binns with AFP.
Tesla’s course collapsed by 9% this week with the decline in sales in Europe, which experts analyze partly by the image of its boss with car buyers. “We believe that the problems related to the image of Musk accentuate the opposite winds,” said AFP Dan Ives, of Wedbush Securities.
“An increased political activity indeed creates a risk for Tesla, who could get on the back of consumers, but it is too early to say that there is an impact on the company,” notes, less affirmative, Seth Goldstein, strategist at Morningstar.
Elon Musk has already aroused controversy since his rapprochement with Donald Trump, for example by his gesture interpreted as a Nazi salute during a rally of support from the American president.
Anti -NAZI message on its cybertruck
Kumait Jaroje, a doctor from the Boston agglomeration, tells AFP trying to sell his cybertruck, a pick-up with futuristic lines. This 40 -year -old man fears to be attacked, since an anti -Nazi message has been left on his vehicle. The health professional supported Donald Trump in the November presidential election. He bought his vehicle last year and said he was the target of insults or fish tails by other motorists.
“I avoid driving it,” he says. “Tesla has become a label designating people who love Musk, which is not true,” he claims.
Some 54% of Americans have an unfavorable point of view of the billionaire from South Africa, according to a study by the Pew Research Center, an opinion all the more shared among democratic surveyed.
Musk detractors have demonstrated in the manufacturer’s shops and encouraged their owners to get rid of vehicles to lower their prices, behind the slogan “Empty your stock”.
Sheryl Crow sold his
American singer Sheryl Crow sold her Tesla in February, as a sign of protest, claiming to donate money to NPR, the United States public broadcasting network threatened with a reduction in its government funding.
For his part, Luis Garay, a 68 -year -old Maryland voter identifying himself as an independent, but having voted for the Democratic camp during the election, told AFP to be able to distinguish Tesla from Elon Musk’s political opinions.
Margaret Moerchen, a resident of Washington describing herself as a progressive, believes that “the fact that we are driving a Tesla is not worth supporting to Elon Musk”. Its Tesla, bought in 2015 to help reduce CO emissions2she explains, is today covered with stickers, between rainbow flag and messages like “long live electric vehicles, low musk”. The 45 -year -old astronomer says she will no longer buy this company, for the benefit of her rival Rivian.
