A significant shift in consumer preference is occurring across key global automotive markets, including the United Kingdom, as interest in Tesla vehicles dramatically declines. Recent research, exclusively revealed to GB News by Electrify Research, indicates a worrying trend for the electric vehicle giant led by CEO Elon Musk.
Key Findings:
- From July 2023 to January 2025, Tesla’s brand desirability has decreased from 30% to 21%.
- The company has fallen from its position as the leading electric vehicle brand in 2023, now ranking seventh across the UK, France, Germany, and the United States.
- Significant regional variations exist: The US experienced a 29% decline, France a 30% drop, and Germany – despite hosting Tesla’s European Gigafactory – saw a staggering 41% reduction in brand interest.
While the UK demonstrated the least dramatic decrease at just 12%, sales figures paint a starkly different picture. Year-on-year sales in Germany have plummeted by 60%, while France has seen a 40% decline. The UK, however, experienced a modest 3.5% increase.
“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,” explains Ben Marks, Managing Director of Electrify Research.
Contextual Factors:
These shifts in consumer sentiment are occurring against a backdrop of considerable controversy surrounding Elon Musk. The research predates the January Presidential inauguration where accusations of a Nazi salute surfaced, and also precedes his tenure as head of the US Department of Government Efficiency (DOGE), which fueled widespread protests – collectively known as the Tesla Takedown movement – across the globe.
Planned demonstrations are scheduled today in locations including London, Nottingham, Bristol, Edinburgh, Manchester, Leeds, Winchester, Glasgow and Exeter. The research highlights that none of the 37 other EV brands experienced a decline comparable to Tesla’s, with Nissan only seeing a marginal drop of one percent despite limited new model releases.
“Musk is having an increasingly divisive influence on the Tesla brand,” states Ginny Buckley, CEO of Electrifying.com. “While Tesla once dominated the EV market, its current aging fleet and intensifying competition – particularly from emerging Chinese manufacturers – are eroding its dominance.” A recent survey reveals that 58% of prospective car buyers indicated they were less likely to purchase a Tesla due to Musk’s actions, while only 23% expressed increased interest.
Chinese manufacturer BYD is rapidly gaining favor as it expands its presence across the UK and Europe. Tesla currently sells 12,474 electric vehicles in the UK this year, representing a 2.5% market share – an increase of six percent compared to last year. The company anticipates boosting sales with the launch of the upgraded Model Y in June.
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