A recent survey reveals that 75 percent of Germans are unlikely to buy a Tesla, despite strong interest in electric vehicles from domestic brands. Elon Musk's political positions are cited as a key factor in the brand's declining appeal. This comes amid Tesla's 27 percent sales drop in Europe last year.
Tesla faces significant challenges in Germany, one of Europe's largest car markets, according to a survey by the German Economic Institute. More than three-quarters of respondents indicated they would not purchase a Tesla vehicle: 60 percent ruled it out entirely, while 16 percent said it was improbable. This rejection persists even as electric vehicles gain traction, with one in five new cars sold in Germany being fully electric and 40 percent of those surveyed open to buying an EV from a German manufacturer.
The survey highlights how politics increasingly influences consumer choices in the EV sector. Researchers attribute much of Tesla's woes to CEO Elon Musk's public stances, including his support for Germany's far-right Alternative for Germany (AfD) party and ties to US President Donald Trump. These associations, along with US policies on tariffs and perceived threats to European security like claims on Greenland, have alienated potential buyers. Political polarization exacerbates the issue: only 10 percent of Green Party supporters, typically EV enthusiasts, could envision owning a Tesla. Meanwhile, AfD backers show low overall interest in electric cars, further dampening Tesla's prospects.
Domestic competitors are benefiting from this shift. Brands like BMW and Mercedes are seeing increased demand for their electric models. For instance, BMW's iX3 is nearly sold out for the year, capitalizing on waning enthusiasm for Tesla. Tesla's Berlin Gigafactory employs thousands, yet German buyers remain uninterested in reciprocating with purchases.
Broader context underscores the brand's European struggles, with a 27 percent sales decline last year. Tesla's focus appears to be pivoting: Musk recently announced that production of the Model S and Model X would end this spring to prioritize the Optimus robot. This survey serves as a reminder that in the EV market, consumer perceptions of a brand's values can rival technical features in importance.
