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Tesla’s CEO, Elon Musk, might be losing the brand its edge in the competitive electric vehicle market, according to new research from Electrifying.com. In the survey, 60% of car buyers now say Musk’s controversial reputation actively puts them off buying a Tesla.
This sentiment spans both current EV owners and those planning to make the switch to electric, with 59% of each group admitting Musk’s influence has become a dealbreaker.
Meanwhile, Chinese EV manufacturers are rapidly gaining traction among UK buyers. The study shows 61% of EV owners and 56% of potential buyers are open to purchasing from a Chinese brand—a significant shift as perceptions of quality and affordability improve.
Ginny Buckley, Chief Executive of Electrifying.com, said: “Tesla has been instrumental in driving EV adoption, but Elon Musk’s personal brand appears to be polarising. Consumers now have more choice than ever, and it’s clear some are turning away from Tesla to explore other options.”
This shift in sentiment coincides with an explosion in options for electric car buyers. When Electrifying.com launched in 2020, there were only 25 mainstream models available; today, there are 133, with more arriving regularly. Chinese brands like BYD are leading the charge, with competitive pricing and cutting-edge technology helping them capture global market share.
Tesla’s dominance is being tested as it faces declining sales and market share. In 2024, Tesla’s global sales fell by 1% to 1.79 million vehicles—a first in over a decade—despite significant price cuts. BYD, on the other hand, has overtaken Tesla as the world’s top EV producer, reflecting China’s growing influence in the sector.
Andy Palmer, Founder of Palmer Energy, commented: “Electrifying.com’s findings highlight just how influential Chinese brands have become. Tesla was a market leader, but the Model Y has slipped from the top spot. Musk’s actions seem to be pushing people towards alternatives, and with so much choice available, they’re not afraid to switch.”
