Study: Elon Musk's Political Stance Pressures Tesla in Germany

Image: Tesla

In Germany, demand for electric cars is high, especially due to the new government purchase subsidy. However, Tesla, the pioneer in electric vehicles, is seeing a decline in its market share. A study by market research firms Uranos and Dynata shows that the U.S. company’s share is currently just under 2 percent, down from its peak of 2.6 percent in 2022.

According to Björn Welzel, co-founder of Uranos, the Tesla brand is not as strong as it was a few years ago. The reason cited is the political stance of CEO and major shareholder Elon Musk. Musk once worked for President Donald Trump’s administration and has repeatedly expressed sympathy for the AfD regarding Germany.

For their current study, Uranos and Dynata surveyed 1,031 Tesla owners as well as potential electric vehicle buyers. Switching to electric vehicles is primarily driven by environmental awareness (51%) and cost advantages (49%), with the new purchase incentive and rising gasoline prices also playing a role.

Among Tesla supporters, the brand’s innovation capability (56%), the desire for an electric car (52%), and its technological performance (43%) are the top priorities. Opposition from critics is attributed to Musk’s political or controversial statements (50%) and his public behavior (44%).

Political ideology influences respondents’ attitudes more than age or income. While the pro-Tesla group leans neoliberal, the opposing group is characterized as left-leaning and progressive. Opinions about Elon Musk are highly polarized according to the study.

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About the author

Thomas Langenbucher is an expert in electromobility with experience in the automotive and financial industries. Since 2011, he has been covering electric cars, sustainable technologies, and mobility solutions for ecomento.de. Learn more.

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