The support of Elon Musks to Trump seriously damaged the Tesla brand among the main customers

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Elon Musks foaming into politics turned against Tesla, polarizing its target audience according to democrats with democrats by increasingly seeing the brand negatively a trend planned by many and now confirmed in the study, Tesla Takedown: Brand politicitis and Consumerism supporter in the Trump era.

Washington, DC – March 11: US President Donald Trump and the White House main advisor, Tesla and … More CEO of SpaceX, Elon Musk, broadcast remarks next to a Tesla Model S on the South White House lawn on March 11, 2025 in Washington, DC. Trump spoke out against calls for a boycott of Elon Musks societies and said that he would buy a Tesla vehicle in what he calls a demonstration of confidence and support for Elon Musk. (Photo of Andrew Harnik / Getty Images)

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Tesla, a long time a symbol of status for richer consumers concerned for the environment, in particular those affiliated with the Democratic Party, gradually lost the support of its main district since CEO Elon Musk approved Donald Trump in the 2024 elections.

On the other side of the aisle, the Republicans have become more and more favorable to the Tesla brand with their probability of considering buying an increase up of Tesla, although many think that they are probably not aware for slippery sales among democrats.

The symbolic value of teslas as a luxury brand has passed in a few months to a few months from a brand which means sustainability and consciousness consumption at a virtual Maga hat on wheels.

How much sustainable damage did President Trump's political support for the Tesla brand?

Crucial quote

There was a polarizing effect in accordance with our partisanic hypothesis of consumerism according to which the democratic opinions on Tesla have embittered and that the Republicans were strengthened following the involvement of musks in partisan politics. It is a surprise that Musk is willing to alienate the ideal Tesla owner, because the Democrats tend to be more concerned with the environment and to considerably exceed the Republicans in their purchase of electric vehicles, shared from the universities of the Northeast Costas Panagopoulos, co-author of the study Tesla Takedown Takedown, with Donald Green, Columbia University and Kyle The University of North IWA.

Key

The researchers analyzed the data from Yougov Brandindex surveys carried out daily between January 1, 2023 to March 6, 2025 which measure the views of Tesla consumers in a range of brand perception measures, including quality, value, reputation for employment and purchasing intentions. In these measures, the Tesla brand has strongly divided on the lines of the parties, with lines of democratic trend gradually after Musk joined the Maga movement and the Republicans got up.

Contra

However, the probability of democrats to buy a Tesla before Musks Trump approval and after falling slightly, an average of 9.1% to 8.9%, while Republicans increased from 7% to 10.2%. A report by the eminent Tesla investor, Sawyer Merritt, suggests that new buyers are advancing. He reported on X that the Tesla Model inheritance is almost sold there in dealerships in 29 states, mainly red, because it offers offers to erase the inventory before the introduction of the new model. Tesla did not respond to a confirmation or comment request.

Move the musk out of the Tesla driver headquarters

While many see musks linked to the Tesla brand as vulnerability that musk is Tesla and Tesla is Musc, said that webbush analyst Tesla Dave Ives Innovative Brands has long been closely identified with their founders, like Bill Gates and Microsoft, Steve Jobs and Apple and Jeff Bezos and Amazon. On the luxury market, there were even more, for example Coco Chanel, Thierry Herms, Louis Vuitton, Guccio Gucci, Christian Dior, Mario Prada, Louis-Franois Cartier. However, the leadership baton was successfully adopted for each of these brands. Tesla is at the unique intersection of technology and fashion. The Cybertruck Tesla Cybertruck beast is a perfect example. While Tesla's investor, Ross Gerber, CEO of the wealth management company, Gerber Kawasaki, said that turning Tesla's reins will never happen, it might not be out of the question and even benefit the brand. For example, Christian Dior was on his last legs before Bernard Arnault bought him and used him as a foundation to build his LVMH Empire.

Turn to the right

The potential for Tesla to make breakthroughs among those who lean politically is there. While Democrats have an advantage among wealthy households, 53% of American households have an adjusted income of $ 215,400 or more against 46% of those who think Republicans, there are more Republicans in the upper average income varies between $ 143,600 and less than $ 215,400. Some 52% of households with higher medium income Lean Republican, compared to 46% of democrat. For these upper medium income people, also called Henrys (raised and not rich in shore), the purchase of a luxury brand as a status symbol is often more important than for those who are really rich.

Influence the chief influencer

Business leaders and politicians have long shared close ties, but Musk has brought it to a new level. President Trump made Tesla free advertising at the White House on Tuesday, March 11. Other administration officials have also approved Tesla and Tesla's stock. In addition, the rate of 25% of 25% on imports of foreign vehicles will probably make Tesla more competitive against the main European luxury car brands.

Tangent

The CEO of LVMH, Bernard Arnault, who briefly exceeded Musk as number one in the list of billionaires of Forbes, although he now has the number six with Musk still at the top, has long maintained a friendship with Donald Trump without apparent reputation damage to his luxury industry brands. For example, Louis Vuitton is classified as the most admired and innovative worldwide luxury brand in the Vogue Business index for the first half of 2025 and Dior is ranked second. Like Musk, Arnault uses his personal connection with the president to grease the wheels to develop his American business, the largest luxury market in the world.

No risk, no reward

Professor Panagopoulos and his co-authors warn, business leaders engage in a partisan policy at the risk of their brand image and, ultimately, their net profit. However, it would be unreasonable to assume that Musk has not carefully assessed the potential risks and rewards of its political efforts in Tesla and its other brands, finally deciding that the rewards prevail over the risks.

Upon reading

Tesla Takedown: brand politicization and partisan consumerism in the Trump era (SSRN, 03/26/2025)

Maga Teslas? Elon Musk upsets electric vehicle policy (Grist, 3/14/2025)

Forbesfive people who could manage Tesla better than Elon Muskby Alan Ohnsmanforbesits will never occur, but a distracted musk should put the backdrops of Teslaby Alan Ohnsmanforbestestestlas probably finished in Germany when 94% said that they never buy the Muss Evsby Peter Lyonforbesjpman SAULFORBESELON MUSCS BRISE The perception of the public poses an obstacle of sale of Tesla, analyst says that Derek Saulforbestes wins, Detroit Bleets: Why Elon Musk

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