Demonstrators gathered outside Tesla dealerships across the U.S. and in some European cities on Saturday in opposition to billionaire Elon Musk’s involvement in the U.S. government under President Donald Trump. The protesters aim to challenge the wealth of the world’s richest man through a movement targeting Tesla dealerships and vehicles due to Musk’s leadership of the newly formed Department of Government Efficiency (DOGE). Musk has made sweeping changes to government agencies as part of cost-cutting efforts, utilizing sensitive data in his role while continuing to lead Tesla and work with Trump.
Prior demonstrations had been scattered, but Saturday marked a coordinated effort to encircle all 277 of Tesla’s showrooms and service centers in the U.S. in an attempt to impact the company’s recent sales decline. Protesters gathered in various states such as New Jersey, Massachusetts, Connecticut, New York, Maryland, Minnesota, and Texas, where Tesla is based. Images shared on social media depicted demonstrators carrying signs with messages like “Honk if you hate Elon” and “Fight the billionaire broligarchy.” The Tesla Takedown movement also aimed to mobilize protesters at over 230 Tesla locations worldwide, with similar anti-Musk sentiment apparent in Europe.
In London, about two dozen protesters displayed signs criticizing Musk outside a Tesla dealership, receiving support from passing vehicles honking in solidarity. One sign compared Musk to Adolf Hitler, referencing accusations of a Nazi salute following Trump’s inauguration. A person in a dinosaur costume held another sign condemning Musk’s actions. American participant Cam Whitten stated, “We just want to get loud, make noise, make people aware of the problems that we’re facing.”
The Tesla Takedown initiative was organized by a group including Tesla vehicle owners, actor John Cusack, and Democratic Party lawmaker Rep. Jasmine Crockett of Dallas. Crockett emphasized the importance of continued public outcry during an organizing call earlier this month. Despite instances of vandalism and arson targeting Tesla vehicles, organizers like Crockett stress the need for peaceful protests. Musk expressed bewilderment at such attacks during a company meeting in March and urged the vandals to “stop acting psycho.”
While some demonstrations remained peaceful, police investigated a fire that destroyed seven Tesla vehicles in northwestern Germany on Saturday morning. It was unclear if this incident was related to the protests.
A wave of protests against Tesla’s management has emerged. An increasing number of customers who purchased Tesla vehicles prior to Musk’s involvement with DOGE are now seeking to sell or trade in their cars, while some have resorted to applying bumper stickers in an attempt to distance themselves from the billionaire’s actions aimed at cutting down or closing government agencies. Despite a potential decline in new Tesla vehicle sales, Musk appeared unfazed during his address to employees on March 20. He confidently stated that the company’s Model Y, currently undergoing updates, would once again be “the best-selling car on Earth this year.” Additionally, Musk forecasted that Tesla would surpass 10 million cars sold globally by next year, up from the current 7 million units. “There may be challenging times, but I can assure you that the future is incredibly promising and thrilling,” Musk reassured his team. Following Trump’s election last November, investors initially viewed Musk’s connection with the president as a positive development for Tesla and its ongoing efforts to introduce a self-driving car network. This optimism led to a 70% surge in Tesla’s stock value between Trump’s election and his inauguration, resulting in a $560 billion increase in shareholder wealth. However, most of these gains have now vanished due to concerns over Tesla’s public image, sluggish sales in key markets such as the U.S., Europe, and China, and Musk’s focus on DOGE. “This is a critical moment for Musk to navigate through this brand crisis and emerge on the other side of this challenging period for Tesla,” remarked Wedbush Securities analyst Dan Ives in a research note ahead of the recent protests.
