A survey reveals a worrying shift in perceptions among Tesla customers in Canada: Elon Musk’s opinions and attitudes may be alienating his most loyal customer base.
In a shocking twist to the electric vehicle market, a recent survey shows that nearly 90% of Tesla owners in Canada are considering selling their cars . The reason isn’t product quality or competition from other brands, but something much more personal: the ongoing controversies surrounding Elon Musk .
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The founder and CEO of Tesla, who also leads companies like SpaceX and X (formerly Twitter), has been a polarizing figure in recent years. His views on politics, social media, vaccines, artificial intelligence, and even geopolitics have generated waves of reaction around the world. But now, that media presence seems to be taking its toll on his flagship company.
The survey, conducted by Canadian firm AutoTrends Insight among more than 2,000 Tesla owners, revealed a devastating finding: 87% of respondents said they were considering selling their Tesla or not buying another Tesla model again . Among the main reasons cited, technical glitches or service issues weren’t the reason, but rather “discomfort with Elon Musk’s public image . “
“I bought my Model 3 because I believed in a sustainable future,” says Jessica L. of Toronto , one of the participants. “But now, every time Musk says something controversial at X, I feel like my car represents something I don’t want to be associated with.”
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This phenomenon is not isolated. On social media platforms like Reddit and Facebook, communities of Tesla owners have begun openly discussing the “moral dissonance” they feel when continuing to drive a vehicle that many now associate with extreme political stances or divisive discourse.
For years, Elon Musk was seen as a visionary: a disruptive entrepreneur who drove the transition to electric mobility. However, since acquiring Twitter (renamed X) and adopting an increasingly provocative stance on social and political issues, his public image has suffered noticeable erosion.
In Canada, a country known for its progressive values and moderate approach to politics, Musk’s transformation hasn’t gone down well. “People here value corporate social responsibility. And when the face of the brand becomes a constant source of controversy, it affects the perception of the product,” explains Sandra Gómez , a brand reputation analyst.
While Tesla faces this discontent, brands like Hyundai, Ford, Volkswagen, and BYD are rapidly gaining ground in the Canadian electric vehicle market. These manufacturers not only offer competitive alternatives in terms of range and price, but also have the advantage of not being associated with polarizing figures.
“There are a lot of people who want an electric car, but they don’t want to buy from Elon Musk,” says David Cho , an automotive trends consultant in Vancouver. “The market is mature, and Tesla loyalty isn’t what it was in 2018 or 2019.”
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Given this situation, the big question is whether Tesla will take steps to reconnect with its most critical users. Some experts suggest the company should consider a clearer separation between the brand and the personal views of its CEO.
Others, however, doubt Musk is willing to back down. “Elon is Tesla. It’s part of his identity. But that’s also a double-edged sword,” says Gómez.
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The truth is that, meanwhile, public perception is becoming a new battleground for the automotive industry, where innovation is no longer enough: responsibility, empathy, and alignment with consumer values are also required.
The warning from the North is clear: not even a revolutionary brand like Tesla is immune to the judgment of the modern consumer . If corporate image and communications are not properly managed, even pioneers can be overtaken by their own shadow.
