JV Last answers a question I’ve wondered about recently. A year ago my neighborhood was inundated with Teslas. California is the biggest US market for EVs and they were everywhere on the westside of LA. It was downright weird. Suddenly, there aren’t so many. There are other EVs but not so many Teslas. Apparently, Tesla’s popularity is in the toilet all over the world.
Why? Elon Musk has alienated the very market that was in love with his cars:
Elon Musk has made himself very popular with men who drive gas-powered pickup trucks and have no intention of ever buying an EV. Meanwhile, he has made himself toxic to the kinds of people most likely to buy EVs in the coming years.
Let’s start with the trade pub Inside EVs, reporting on post-election Tesla sales:
[F]ull-year and January sales results from various markets around the world indicate a bleak picture for the Elon Musk-led electric vehicle company. Even as it added the Cybertruck to its lineup in large volumes last year—which should have unlocked more buyers in America’s expansive pickup truck field—Tesla is seeing serious declines in places where it once had a near-lock on electric sales.
Some numbers:
- California leads the United States in EV sales. In 2024 EV sales of all non-Tesla brands increased by 1.4 percent in the state while Tesla sales declined by 11.6 percent. That’s a steep drop in America’s most important EV market.
- Germany is Europe’s biggest car market and Tesla has been the German EV sales champ for some time. Last month Tesla sales in Germany dropped by 60 percent compared to a year ago. Not a typo.
- In France, year-over-year Tesla sales dropped by 63 percent in January.
- In the U.K. overall EV sales were up 7 percent in January compared to January 2024, but Tesla sales were down 8 percent.
- In China, January’s Tesla sales were down by 11.5 percent year-over-year.
This isn’t rocket science: In late 2024 Elon Musk inserted himself into global politics. He was gleefully antagonistic. He played footsie with Nazis. He made it known that he positively hates the woke, educated, “elites.”
I have no idea what it will take to seriously put a dent in his fortune. I suppose he’ll try to choke off his competition through some kind of government taxation or something and old addle-brained Trump will go right along with him. And those government contracts are almost certainly going to continue to be extremely lucrative. But Tesla represents the bulk of his fortune and he’s destroying the brand among the very people who will want to buy it. The average MAGA voter in Bumfuck USA ,whose idea of a luxury car is a Ford Raptor, is not among them.
As Last says, driving a Tesla is becoming a scarlet letter and the rest of us should help make that happen. He compares it to driving a car with a big confederate flag bumper sticker. It makes a statement. And you can’t just peel it off.
My very liberal neighbor loves his Tesla and I asked him if he was having any qualms about owning one considering everything that’s happening. He said he loves it but that his next car will be a Lucid Air. He buys a new car every two or three years.