Janis Brown, a resident of Sunnyvale, California, once took immense pride in her Tesla Model S. Purchased in 2012, it was more than just a car—it was a statement. Brown and her husband enjoyed being part of the early wave of Tesla owners, relishing the sleek design and eco-friendly appeal. They even customised their licence plate with “Geeks Rule,” a nod to their scientific careers.
Over time, however, Brown’s enthusiasm faded. Her growing disapproval of Elon Musk’s actions, from mass layoffs at Twitter to his alignment with Donald Trump and his role in the controversial Department of Government Efficiency, made her feel increasingly uneasy. She removed her personalised plate and, earlier this year, sold the car on Carvana.
“It got to the point where I was embarrassed to be seen in it,” she said. “I did not want people to assume I agreed with Musk’s views.”
Brown is not alone. Across the Bay Area, disillusioned Tesla owners are selling their vehicles in protest against Musk. Showrooms have been targeted by demonstrators, Tesla’s stock has plummeted, and the company is experiencing its first-ever decline in annual sales.
In California, Tesla sales dropped by 11.6% in 2024, with 203,221 vehicles sold compared to 230,010 in 2023. Nationwide, Tesla registrations fell by 11% in January 2025.
| Tesla Sales and Market Trends | 2023 | 2024 | Change |
|---|---|---|---|
| California Sales | 230,010 | 203,221 | -11.6% |
| Total US Registrations (January) | 48,775 | 43,411 | -11% |
| Annual Global Sales Growth | +37% | -1% | First decline |
| Tesla Stock Value (since Dec 2024) | -52% |
Richmond couple Brian Ambrosch and Shelley Facente had no intention of parting with their Model 3 when they purchased it in 2018. However, their discontent with Musk’s controversial statements, particularly his remarks about transgender individuals and workplace misconduct allegations, led them to trade in their car last month.
“I loved that car so much. I cried when I drove it around the block one last time,” Facente said. “But I have never regretted selling it for a second.”
Monika Gorkani, a resident of Los Gatos, had been a strong supporter of Musk, believing he was dedicated to tackling climate change. Her admiration soured after he took over Twitter and dismissed most of its staff. By the time he publicly endorsed Trump, she decided it was time to cut ties with Tesla.
“I planned to drive that car until the battery gave out,” said Gorkani. “But I could not sleep at night knowing I was indirectly supporting him.”
As discontent grows, protests outside Tesla showrooms have become more frequent. In Sacramento, over 100 former Tesla owners demonstrated against Musk’s influence in the Trump administration. Acts of vandalism against Tesla vehicles have also been reported, reflecting the broader societal divide over Musk’s leadership.
Tesla’s stock initially rebounded after Trump hosted a Tesla showcase at the White House, pledging to buy a vehicle to support the company. However, long-term confidence in the brand remains shaky.
Despite the backlash, Musk’s other ventures, including SpaceX, Neuralink, and xAI, have seen a 45% rise in valuation in private markets since November 2024, according to Caplight. Some Tesla owners remain fiercely loyal, arguing that the company should not be judged solely by its CEO.
Tesla Owners East Bay continues to organise meet-ups, test drive events, and social gatherings to maintain enthusiasm for the brand. Meanwhile, Tesla Owners Silicon Valley is preparing for its annual X Takeover event in July, celebrating Tesla vehicles and other Musk-led innovations.
John Stringer, president of Tesla Owners Silicon Valley and a Cybertruck owner, dismissed the criticism surrounding Musk.
“I find the negativity exhausting,” he said. “Tesla employs tens of thousands of people in California alone. It is more than just Musk.”
Stringer has not personally experienced hostility for driving a Tesla, but some of his friends in other states have reported instances of aggression.
“We are living in divisive times,” he said. “I get that people may dislike Musk, but targeting Tesla owners is unfair.”
