Teslas were once a status symbol—fast, sleek and fully electric, drawing in drivers eager for a futuristic ride. Now, with the CEO tied to a polarizing president and mired in political controversy of his own, the once-formidable tech empire is showing signs of strain.
With the commander-in-chief firmly in his corner, Musk is sparing no effort to save his brand, which has seen a 45% plummet in European sales since the beginning of the year, according to Business Insider. On March 12, Musk appeared with Trump on the White House South Lawn for what may be one of the most conspicuous promotional stunts by a senior government official. The two stood together as the president proudly declared his intent to purchase a Tesla Model S, the brand-new, glossy red vehicle gleaming in the sunlight behind them.
Meanwhile, calls to boycott Tesla are reverberating throughout the Bay Area, home to the company’s flagship Fremont factory, as protests in the East Bay have surged from a few to over three hundred strong. Owners who bought when it was “cool,” grapple with shame and regret now that their ride of choice has negative associations.
“He was always crazy, I never liked the guy,” said Bikramjit Gill, a Fremont-based owner of a Tesla Model Y.
Gill originally bought the Tesla for his wife when their old car broke down. She had always dreamed of owning a “small SUV,” and with gas prices soaring, the idea of switching to electric intrigued them. In March of 2022, he bought her the Tesla, and she immediately fell in love with it.
By the end of that year, Gill had acquired a back injury that made driving painful. The seats in his Prius offered little support, so he started driving the Tesla. The combination of comfort and eco-conscious driving had him sold. But his honeymoon period with the car has since ended. Now, if he were to buy another luxury vehicle, he says he’d be looking at other brands.
“I prefer Mercedes now,” Gill said, laughing.
Francisco Padorla, a self-proclaimed “die-hard car guy,” was so captivated by Tesla that he bought one in 2020 and another just two years later. Initially, the brand wasn’t even on his radar, as he had always favored European cars over American ones. But as the buzz around Tesla grew louder, he couldn’t resist and eventually gave in.
“It checked all my boxes,” Padorla said.
Padorla enjoys Tesla’s infotainment system, short-person-friendly driver’s seat, and the convenience of charging. His home charging station lets him time his vehicle’s charge to coincide with off-peak hours, usually around midnight, saving on electricity costs. While he’s not yet ready to completely part with his car, he copes with the growing controversy by slapping on “I bought this before Elon went crazy” stickers.
“I’d buy another electric car, but after all the Musk stuff, definitely not Tesla,” Padorla said. “Plus, everyone has one now.”
