Tesla Takedown, a movement aiming to protest against Tesla CEO Elon Musk’s involvement with U.S. President Donald Trump’s administration, organized a Global Day of Action with protests planned at over 230 locations worldwide. Recently disenchanted Tesla drivers, celebs, and lawmakers of the Democratic Party all rallied behind the movement. Ultimately, they wanted to bring attention to the negative experiences of Tesla’s customers and workers. Among those supporting the cause is newly elected Rep. Jasmine Crockett of Dallas. The movement has since picked up steam with demonstrators turning out at Tesla showrooms around the world, including many coordinated at Tesla stores in provinces across Canada.
At their heart, the protests were about raising awareness to a set of perceived wrongs and frustrations. Protesters focused the creatives on Musk’s political moves, including his advancing the far-right Alternative for Germany party, and his federal worker mass firings. Advocacy groups encouraged their supporters to “detax” Tesla by selling their Teslas and divesting their Tesla stock. The movement sought to prevent the demonstration from becoming violent, but some people resorted to drastic measures. They have burned Tesla vehicles and done other acts of vandalism.
U.S. Attorney General Pam Bondi denounced these violent acts as domestic terrorism. Perhaps the most infamous case still being investigated was a fire that totaled seven Teslas near Hamburg, Germany. Almost every leader of the movement emphasized the need for nonviolent demonstrations. The vandalism has resulted in even stronger reaction and condemnation. According to Wedbush Securities analyst Dan Ives, Tesla is experiencing a decline in new sales. He said they were forced to cancel this year’s event in large part due to the negative publicity created by the protests.
Even Elon Musk expressed mystification at the attacks. He called on those in charge to put an end to what he described as “playing psycho.” Though his request falls on deaf ears, the protests reflect a growing irateness among Tesla consumers. A majority of these customers purchased their vehicles prior to Musk’s erratic and disruptive decision-making becoming apparent. Many have since looked to sell or trade in their cars, while others have added bumper stickers to distance themselves from Musk’s leadership.
The movement’s organizers hoped to mobilize protesters directly to Tesla showrooms. In addition to leveraging social media, they got creative with public spaces to increase their impact and reach. The purpose of the protests was to draw attention to Musk’s rightwing politics and labor exploitation. As many have pointed out, these run counter to the values one would hope to see from a company long admired for its innovation and environmental sensibility.
