A new survey reveals that three-quarters of Germans are hesitant or unwilling to buy a Tesla, citing the brand's image and association with Elon Musk's political views. Despite interest in electric vehicles, German buyers are swiping left on Tesla due to its perceived negative impact on the country's politics and economy.
In contrast, domestic brands like BMW and Mercedes are capitalizing on Tesla's struggles by selling their own electric models. The survey suggests that software, charging speeds, and badge reputation matter more than battery range in EV purchasing decisions in Germany.
As a result, Tesla's sales decline in Europe last year can be attributed to its brand image problem. Researchers point to Musk's outspoken political positions as a major factor in the decline, which has turned what was once a tech and environmental choice into something tribal.
German automakers are now benefiting from Tesla's struggles, with BMW's iX3 selling out for the year. The survey highlights the importance of brand reputation in EV purchasing decisions, particularly in a country like Germany where politics plays a significant role.
With Tesla focusing on its robotaxis business, it seems that the company is willing to sacrifice its market share in the EV segment to pursue other goals.
This survey serves as a wake-up call for Tesla to reevaluate its brand image and strategy in Europe, particularly with regards to its association with Elon Musk's political views. By focusing on software updates, charging speeds, and badge reputation, Tesla can regain the trust of German buyers and revitalize its sales in the region.
