Drivers across the UK and other key global markets are avoiding Tesla at an alarming rate as CEO Elon Musk continues to stir controversy and motorists complain of a lack of new electric vehicle options.
According to new research from Electrify Research, shown exclusively to GB News, the Elon Musk-led brand has seen its interest drop from 30 per cent in July 2023 to just 21 per cent in January 2025.
In the UK, France, Germany and the United States, Tesla has fallen from the most desirable electric vehicle brand in 2023 to seventh as of the start of 2025.
While the UK saw the smallest relative decline in brand desire at just 12 per cent, Tesla saw interest drop 29 per cent in the US, 30 per cent in France and a staggering 41 per cent decline in Germany, despite being the location of its European Gigafactory.
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Interest in Tesla's electric vehicles has dropped in recent years, with many pointing the finger at Elon Musk
REUTERS/GETTY
A similar pattern can be seen with real-world sales in these key markets. Tesla's year-on-year sales in Germany have plummeted 60 per cent in Germany and 40 per cent in France, while the UK has seen a small uptick of 3.5 per cent.
It now trails behind Audi, Mercedes, BMW, Toyota, Porsche and Volkswagen, with experts pointing to issues surrounding the brand's ageing fleet, as well as the public perception of Tesla.
Ben Marks, Managing Director of Electrify Research, said: "Because we ask all homeowners about general brand desirability, the picture we get is more about broad brand perception - shaped more by cultural context than by specific products."
The results from Electrify Research's Homeowner Electrification Tracker Study (HETS) predate the January 20 Presidential inauguration when many accused Elon Musk of performing a Nazi salute, which he dismissed.
The new Model Y will launch in June across the UK
TESLAIt also predates Musk's work as the head of the US Department of Government Efficiency (DOGE), which has spawned widespread protests across the world as part of the Tesla Takedown movement.
Several planned protests are taking place across the UK today, including London, Nottingham, Bristol and Edinburgh, while Manchester, Leeds, Winchester, Glasgow and Exeter will launch action in the coming weeks.
According to Electrify Research's HETS, none of the 37 other EV brands saw a decline of comparable scale to Tesla. The perception of Nissan only fell by one per cent, despite introducing very few electric models.
Ginny Buckley, chief executive of Electrifying.com, told GB News: "As our survey shows, Musk is having an increasingly divisive influence on the Tesla brand. However, it's too simplistic to attribute Tesla's declining sales solely to him.
"There's no doubt Tesla once led the way when it came to EVs, but it now has an ageing model lineup that hasn’t been comprehensively updated.
"Add to that intensifying competition, particularly from Chinese manufacturers entering the European market, and Tesla's dominance with car buyers is no longer assured."
Over the last month, research from Electrifying.com, 58 per cent of prospective car buyers said they were less likely to buy a Tesla because of Elon Musk, while just 23 per cent said they were more likely to buy a model.
One of Tesla's main rivals, Chinese manufacturer BYD, has seen a huge increase in favourability as it becomes more present across the UK and Europe.
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BYD is one of the fastest-growing electric vehicle brands in the UK
REUTERS
According to data from the Society of Motor Manufacturers and Traders (SMMT), Tesla has sold 12,474 electric vehicles in the UK so far this year, worth a market share of 2.5 per cent.
This is a six per cent increase compared to the same time last year, with Tesla hoping to boost sales further once it begins deliveries of the upgraded Model Y in June.
