61 billion, according to new research from Brand Finance. 2 billion in January 2023.
The collapse is attributed to a combination of factors, including a lack of innovative new models, high prices compared to competitors, and CEO Elon Musk's overreach into geopolitics. Despite this, Tesla's loyalty score has increased from 90% to 92% in 2025, indicating that existing owners are still willing to keep driving their cars.
However, the problem lies in attracting new customers. 2 just over two years ago.
This drop is particularly telling, as it means American consumers actively won't recommend Tesla to friends and family. ' As the gap between Tesla's stock price and its brand health widens, it becomes increasingly clear that rebuilding this goodwill will be a challenging task for the company.
The collapse of Tesla's brand value is a stark reminder that a company's reputation can be both a blessing and a curse. When consumers lose trust in a brand, it can be difficult to regain, especially when the issue lies at the top of the organization. As we've seen with Elon Musk's antics, the CEO's actions have a direct impact on the brand's perception.
