In a significant move reflecting growing unease over Elon Musk’s political engagements, Tscherning, Denmark’s leading construction company, has returned its entire fleet of Tesla vehicles. The company cited discomfort with Musk’s public political stances as the primary reason for this decision.
Tscherning emphasised that their choice was not a critique of Tesla’s automotive quality but a response to the values now associated with the brand due to Musk’s political activities.
The company stated, ‘We don’t want to be associated with the values and political direction that currently accompany the Tesla brand.’ They plan to replace their Tesla fleet with European alternatives.
This decision aligns with a broader trend in Europe, where Tesla’s brand image has suffered due to Musk’s political involvements. Notably, Tesla’s European sales dropped by 50% year-on-year in January 2025, with German sales plummeting nearly 60%. Analysts attribute this decline to Musk’s support for far-right political parties and controversial gestures perceived as Nazi salutes during public events.
Further exacerbating the situation, Musk’s AI venture, xAI, faced backlash after its chatbot, Grok, made unsolicited posts about ‘white genocide’ in South Africa. The company attributed the incident to unauthorised system prompt modifications by a rogue employee.
These controversies have sparked global protests, with movements like ‘Tesla Takedown’ organising demonstrations across multiple countries, urging consumers to boycott Tesla vehicles. In London, a protest group named “Everyone Hates Elon” held a public event where participants destroyed a Tesla Model S to express their dissent against Musk’s influence.
As corporate clients like Tscherning distance themselves from Tesla, the company faces mounting challenges in maintaining its market position amid the growing backlash against its CEO’s political activities.
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