The article discusses how the Tesla brand is experiencing a backlash in Australia and globally, which is affecting sales and potentially slowing the country’s transition to low-emission transport. The reason for the backlash is the image of Tesla’s CEO, Elon Musk, who has become associated with far-right and divisive views. Musk has made headlines for his support of US President Donald Trump, his views on sensitive issues like trans rights, and his statements about government agencies.
As a result, some consumers, like Michelle Bong, who had already bought an electric vehicle for her daughter, no longer consider Tesla as an option. Bong found an alternative, the GWM Ora electric hatchback, which she prefers to the Tesla model she initially considered. This shift in consumer preference is reflected in Tesla’s sales figures, which have plummeted in Australia, with sales more than halving in March and 59% down for the year.
The backlash against Tesla has also affected the brand’s sales globally, with 50,000 fewer vehicles shipped in the first three months of the year, a fall of 13%. Tesla’s demise is being coined as the “Tesla Takedown” movement by some fans of the brand.
However, this movement is “a dangerous symptom of the bigger problem,” according to Peter Thorne, president of the Tesla Owners’ Club of Australia. He argues that replacing the Tesla’s electric car network could harm Australia’s transition to low-emission vehicles. Chris Jones, the national president of the Australian Electric Vehicle Association, agrees with Thorne, saying “if the downturn continues, the board will need to consider whether it’s time to find a new chief executive, even if that alienates some long-time fans.”
As the gap between Tesla and other electric vehicles narrows, motorists have more options, such as MG, Kia, BYD, and Volvo, which offer similar features at a lower price. Despite the brand’s current struggles, the shift towards environmentally friendly vehicles is happening and will continue, regardless of whether Tesla remains dominant or not.