Tesla has seen a decline in vehicle deliveries by 13% year over year, bringing concerns about the brand given Elon Musk's controversial perceptions. The company's stock has fluctuated significantly, reflecting challenges related to Musk's public image, particularly following his governmental affiliations. Recent surveys suggest that interest in purchasing Tesla vehicles has decreased from 20% to 15% among U.S. adults. Furthermore, social media sentiment analysis indicates a growing wave of negativity towards the brand, with significant portions of respondents reporting negative impressions of Tesla.
Brands that are closely tied to public figures are tricky. If a public figure does something that changes the public's perception of them, be it positive or negative, perception of their brand often follows.
Signs do point to brand sentiment dipping for Tesla. As of this week, some 15% of U.S. adults were considering purchasing a Tesla, down from 20% the week of March 24-30.
The problem for Tesla, according to brand consultants, is that the brand itself is deeply linked to Musk, and the way consumers feel about the brand is dictated by how they feel about Musk.
Meanwhile, Sprout Social measured sentiment for mentions of Tesla and DOGE in social posts across X, Reddit and YouTube, and found that sentiment was 61% negative, 19% neutral and 20% positive.
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