Elon Musk’s increasingly controversial reputation among U.S. liberals has become so polarizing that it’s turning some away not just from Tesla, but from electric vehicles altogether.
A new study published this week in the journal Nature examined whether perceptions of Musk have made Teslas more polarizing than other EVs. The researchers conducted a series of surveys starting in November 2023 up until March 2025. In each, participants were asked whether they would consider purchasing either a Tesla or an unspecified EV.
“Liberals showed declining intentions to purchase Teslas compared with other EVs, and, to a lesser extent, declining intentions to purchase EVs in general,” the researchers wrote.
They added that the effect is connected to negative perceptions of Musk, particularly as he’s embraced a more conservative public persona.
The study spans the period before and after Elon Musk went all-in on U.S. politics, starting before he publicly endorsed Donald Trump and continuing through his brief role in the Trump administration.
Musk first backed Trump on July 13, the same day as Trump’s assassination attempt.
“I fully endorse President Trump and hope for his rapid recovery,” Musk wrote on X.
He ended up spending $277 million to support Trump and other Republican candidates. His America PAC also ran a controversial canvassing operation, with reports of harsh working conditions and impossible to meet quotas.
Following Trump’s win in November 2024, Musk was tapped to lead the newly formed Department of Government Efficiency (DOGE). Under Musk’s leadership, DOGE slashed funding and eliminated jobs at multiple federal agencies, including the United States Agency for International Development (USAID). Some global health experts estimate that cuts to USAID’s anti-HIV/AIDS programs have resulted in more than 90,000 deaths worldwide.
Musk eventually had a high-profile falling-out with Trump and stepped down from DOGE, but damage to his reputation, especially among liberals, was already done. His current attempts to launch a new political party have yet to gain any real traction.
And probably most troubling for Musk, Tesla sales continue to drop. The study pointed out that conservatives still aren’t that into EVs, which means there aren’t enough new buyers to make up for the liberals who are walking away.
Earlier this month, Tesla reported that its car sales fell 13% year-over-year in the second quarter. And in Europe, Tesla has stopped taking new orders for its Model S and Model X vehicles, according to Electrek.
Tesla did not immediately respond to a request for comment from Gizmodo.
The study researchers noted that in the later surveys, liberal participants were noticeably less supportive of EVs than they were in earlier iterations, especially when they held negative views of Musk. This “Tesla backlash effect,” combined with conservatives’ consistent dislike of EVs, suggests that a polarizing CEO can hurt not just their own brand, but an entire industry.
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