A survey reveals a worrying change in the perceptions between Tesla’s clients in Canada: Elon Musk’s opinions and attitudes may be alienating their most loyal client base.
In a shocking turn for the electric vehicle market, a recent survey shows thatAlmost 90% of Tesla owners in Canada are considering selling their cars. The reason is not the quality of the product or the competition of other brands, but something much more personal:The ongoing controversies surrounding Elon Musk .
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The founder and CEO of Tesla, who also leads companies such as Spacex and X (previously Twitter), has been a polarizing figure in recent years. His views on politics, social networks, vaccines, artificial intelligence and even geopolitics have generated reaction waves worldwide. But now, that presence in the media seems to be affecting your flagship company.
The survey, conducted by the Canadian firmAutotrends InsightAmong more than 2,000 Tesla owners, a devastating finding revealed:87% of respondents said they were considering selling their tesla or not buying another Tesla model. Among the main reasons cited, technical problems or service problems were not reason, but rather“Setting with the public image of Elon Musk. “
“I bought my model 3 because I believed in a sustainable future,” he saysJessica L. of Toronto, one of the participants. “But now, every time Musk says something controversial in X, I feel that my car represents something with which I don’t want to be associated.”
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This phenomenon is not isolated. On social media platforms such as Reddit and Facebook, the communities of Tesla owners have begun to openly discuss the “moral dissonance” they feel when they continue to drive a vehicle that many now associate with extreme political positions or a divisive discourse.
For years, Elon Musk was seen as a visionary: a disruptive entrepreneur who led the transition to electric mobility. However, since Twitter acquired (renamed X) and adopted an increasingly provocative position on social and political issues, his public image has suffered remarkable erosion.
In Canada, a country known for its progressive values and a moderate policy approach, Musk’s transformation has not lowered well. “People here value corporate social responsibility. And when the brand’s face becomes a constant source of controversy, it affects the perception of the product,” he explainsSandra Gomez, Brand reputation analyst.
While Tesla faces this discontent, brands likeHyundai, Ford, Volkswagen y BYDThey are rapidly gaining land in the Canadian market for electric vehicles. These manufacturers not only offer competitive alternatives in terms of rank and price, but also have the advantage of not being associated with polarization figures.
“There are many people who want an electric car, but they don’t want to buy in Elon Musk,” he saysDavid for, an automotive trends consultant in Vancouver. “The market is mature, and Tesla’s loyalty is not what it was in 2018 or 2019.”
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Given this situation, the big question is whether Tesla will take measures to connect with its most critical users. Some experts suggest that the company should consider a clearer separation between the brand and the personal opinions of its CEO.
Others, however, doubt that Musk is willing to go back. “Elon is Tesla. It’s part of his identity. But that is also a double -edged sword,” says Gomez.
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The truth is that, meanwhile,Public perception is becoming a new battlefieldFor the automotive industry, where innovation is no longer enough: responsibility, empathy and alignment with consumer values are also required.
The northern warning is clear:Not even a revolutionary brand as Tesla is immune to the judgment of modern consumer. If the image and corporate communications are not adequately administered, even pioneers can be overcome by their own shadow.
