SAN FRANCISCO/LONDON - The ranks of would-be Tesla buyers in the United States are shrinking, according to a survey by market intelligence firm Caliber, which attributed the drop in part to CEO Elon Musk's polarizing persona.
Reuters spoke to five marketing, polling and car experts who said controversies surrounding Musk's increasingly right-wing politics and public statements are weighing on Tesla's brand and demand. New car registrations for Teslas in California- their biggest market in the U.S. - posted their first drop in over three years in the fourth quarter of 2023 even as EV sales rose overall.
"Whether you hate me, like me or are indifferent, do you want the best car, or do you not want the best car?" Musk said at another event in November. That group includes Jonny Page, a London-based consultant who works with climate-focused startups and will purchase an EV this summer. It will not be a Tesla.