Californians Are ‘Ashamed’ To Drive Teslas
The Silicon Valley region once witnessed the highest adoption of Teslas. Now, people there are moving away from the brand.
insideevs.com
Tesla sales and market share have declined for consecutive quarters this year and that trend is also reflecting certain parts of California, where Teslas have been historically popular, the most recent vehicle registration data suggests.
The first and second wave of Tesla buyers, especially in the Silicon Valley region, weren't just drawn to the brand's cool factor, but also its tech-forwardness and climate-conscious appeal. Now, experts suggest that rising competition and CEO Elon Musk’s shift toward far-right politics might be a drag on the brand.
Once Tesla's stronghold and the birthplace of its success, the region was a proving ground for a brand that made Musk the world’s richest man and accelerated the global shift to EVs. But now, Musk is undermining that very brand, tarnishing the empire he built.
According to S&P Mobility, Tesla registrations fell 22% between January and July in Santa Clara county, the heart of Silicon Valley. Meanwhile rivals saw 41% growth. Tesla alternatives have been soaring in popularity recently. Nationally, non-Tesla EV sales are up 33% in the first six months of this year, as per InsideEVs’ analysis of Cox Automotive data.
While the sales of Tesla's volume-sellers like the Model 3 and Model Y seem to be declining, the Cybertruck's production has ramped up significantly and it's now the best-selling electric truck in the U.S.
"It's unquestionable that this cloud of behavior has affected the brand," Mario Natarelli, managing partner at branding agency MBLM told Automotive News. "Tesla was the EV leader, the most innovative, represented by a visionary… Now people are selling their Teslas, ashamed to even drive them because of the association with him.”
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