Tesla’s difficulties go beyond the controversy surrounding Elon Musk.

Ben, a strong supporter of electric vehicles, operates a communications firm that champions sustainable businesses in the UK. However, he now insists on parting with his Model Y due to his strong disapproval of Tesla CEO Elon Musk’s actions, particularly his handling of the dismissal of US government employees.

“I’m not a fan of polarisation, or of doing things without kindness,” he says. “There are ways of doing things that don’t ostracise people or belittle them. I don’t like belittlement.”

Musk has also involved himself in international politics, appearing via video at a rally for the far-right Alternative für Deutschland party ahead of Germany’s parliamentary election and launching online attacks on British politicians, including Prime Minister Keir Starmer.

For those who disagree with his views, it has become overwhelming.

Protests have taken place outside numerous Tesla dealerships, not just in the US but also in Canada, the UK, Germany, and Portugal.

While most demonstrations have remained peaceful, there have been instances of vandalism targeting showrooms, charging stations, and Tesla vehicles. In separate incidents in France and Germany, multiple cars were set on fire.

In the US, the Tesla Cybertruck—an angular, metallic pickup—has become a particular target of anti-Musk sentiment. Social media videos show these vehicles defaced with swastikas, covered in garbage, or even repurposed as skateboard ramps.

Former U.S. President Donald Trump quickly voiced his support for Tesla, allowing the company to showcase its vehicles outside the White House and even pledging to purchase one. He also condemned the attacks on Tesla showrooms, calling them acts of “domestic terrorism.”

Musk, too, has been firm in his response. “This level of violence is insane and deeply wrong,” he stated in a recent Fox News interview. “Tesla just makes electric cars and has done nothing to deserve these evil attacks.”

What remains difficult to measure is the exact impact of these controversies on Tesla’s business—particularly how Musk’s political stance and association with the Trump administration have influenced the brand and distanced some traditional electric vehicle buyers.

If that is the case, can Tesla continue to build on its past success with Musk still leading the company?

Musk’s actions have undeniably impacted Tesla.

Despite the Model Y being the world’s best-selling car last year, the company experienced its first sales decline in over a decade, dropping from 1.81 million to 1.79 million vehicles. Although the decrease was modest, Tesla’s status as the leading electric vehicle manufacturer remained intact. However, for a company focused on growth, the dip raised concerns, especially with annual profits also taking a hit.

The start of this year has been particularly rough, especially in Europe, where new registrations in January plunged 45% compared to the same month in 2024. Sales continued to decline in major European markets throughout February—though the UK stood out with a 21% increase—along with a downturn in Australia. At the same time, shipments of Tesla’s China-made vehicles, produced for both domestic and international markets, plummeted by more than 49% in January.

In early March, Joseph Spak, a Wall Street analyst at Swiss bank UBS, released a research note predicting a 5% decline in Tesla’s global sales this year. This projection, which contradicted market expectations of 10% growth, contributed to a sharp drop in Tesla’s stock price—plummeting 15% in a single day and extending its overall decline to 40% since the start of the year. While sales can decline for various reasons, research from brand monitoring firm Morning Consult Intelligence suggests that Musk’s actions have negatively affected Tesla, particularly in the EU and Canada—though not in China, which remains one of its key markets.

In the US, the impact appears more complex. While some consumers support Musk’s stance on government spending cuts, the report indicates that he may be alienating the very demographic most likely to buy a Tesla. Among high-income consumers planning to purchase an EV, Tesla now ranks lower compared to competitors than it did a year ago.

Tesla did not respond to the BBC’s inquiries about its declining sales. However, experts argue that the company’s challenges go beyond Musk’s public image, pointing to deeper underlying issues.