Tesla badly affected by the image of Elon Musk: customers are being sold

The controversial actions of Tesla and Twitter CEO Elon Musk began to seriously affect Tesla’s sales. Musk’s remarks, which have become increasingly political and controversial of late, have caused auto enthusiasts to reconsider their relationship with the brand.

Some Tesla owners said they changed their vehicles as Musk increasingly popularized right-wing ideas. Speaking to Insider, Tesla owners said they were “tired of Musk’s antics” and have left the brand.

Some recent research has also supported these vehicle owners. Research firm Morning Consult said the degree of clear preference for Tesla among Democrats fell 20 percent in November compared with the previous month. Among Republicans, the degree of preference increased.

CAR LOVERS ATTENTION TO THIS IMAGE

According to Matthew Quint, a trademark expert at Columbia Business School, consumers are more likely to react to a car company controversy than other types of businesses.

Because consumers believe that a car is ‘a vehicle that represents its owner to the outside world’. Quint believes that car owners pay more attention to the people they enrich.

On the other hand, Tesla investors started avoiding the brand due to Musk’s Twitter move. Tesla shares fell 65 percent in 2022 as Musk became more engaged on Twitter and fears growth will slow as economic difficulties mount.

CUSTOMERS ARE REACTIVE

Bob Perkowitz, who describes himself as a former Tesla fan, was also thinking about converting his 2017 model to the 2022 model. However, Perkowitz said he would not buy a new Tesla due to Musk’s right-wing views and the turbulent reception on Twitter.

Perkowitz stated that Elon Musk has become a more unstable and polarizing figure in the internet environment and stated that he has begun to rethink his commitment to the brand. Perkowitz said: “Elon was a very good reason to buy the car. He had a great brand. “It’s not that big of a brand anymore,” he said.

John Byrne, a software CEO in the US, sold his Tesla for the same reasons. According to Byrne, Musk’s posting of right-wing views on Twitter and attacking Anthony Fauci was the final straw. Byrne traded his car for an electric Audi at the end of 2022. “I don’t want to be a brand ambassador for them anymore,” Byrne said.

THE IMAGE CAN BE BALANCED

While Democrats are moving away from Tesla, experts say, the Republicans’ approach to the brand may balance the electric carmaker’s brand equity.

On the other hand, the company will continue to deal with the difficulties created by the evolution of the economy, as well as the brand problems in the turbulent period.