Recent trends indicate that many Britons are reconsidering their intention to buy Teslas, primarily due to the actions of Elon Musk, the prominent CEO of the electric vehicle manufacturer.

A recent survey conducted by a car sales platform, which collected over a thousand responses, reveals that nearly 60 percent of participants feel that Musk’s behavior is influencing their decision against purchasing a Tesla.

This survey follows a number of controversial social media interactions by Musk, who is also the owner of X, along with heightened scrutiny of his actions before and after Donald Trump’s inauguration as President, with Musk serving as an advisor to the current administration.

The research from Electrifying.com highlights that a significant number of respondents would be more inclined to opt for electric cars produced by Chinese manufacturers instead of Tesla. Approximately 59 percent of both current electric vehicle owners and prospective buyers expressed that Musk’s influence deters them from selecting a Tesla.

Additionally, the survey indicated that 61 percent of electric vehicle owners were open to purchasing a Chinese-branded vehicle, while 56 percent of those intending to buy a zero-emissions car felt the same way.

“Our findings indicate a significant transformation in consumer attitudes,” stated Ginny Buckley, editor in chief of Electrifying.com. “Tesla has been instrumental in advancing electric vehicle acceptance, but it seems that Elon Musk’s association with the brand is becoming divisive, driving many consumers to consider alternative options.”

At the close of the previous year, the UK emerged as the largest market for new electric vehicle sales in Europe, surpassing Germany, which has historically been the largest automotive market in the region.

Buckley noted that the UK electric vehicle market has evolved into a “fiercely competitive and rapidly changing landscape,” with consumers enjoying increased choices, improved pricing, and new market entrants. Despite Tesla’s robust vehicle lineup, sustained market dominance is no longer assured, as indicated by the findings suggesting Musk’s role may be negatively impacting the brand’s perception.

In its initial years, Electrifying.com faced a market where only 25 mainstream electric vehicles were available, predominantly led by Tesla. Today, that number in the UK has grown to 133 models, with continuous monthly additions from both European and Chinese automakers.

Moreover, Tesla has recently lost its position as the leading electric vehicle manufacturer globally, with Chinese company BYD surpassing it in global sales.

In the previous year, Tesla’s sales dipped for the first time, reaching 1.78 million units, reflecting a 1 percent decline from the prior year, despite various discounts and price reductions across its model range.

In the UK, Tesla experienced declining sales throughout much of 2024, only achieving a significant resurgence in December with a 50 percent increase in shipments, resulting in total sales of 50,300 units for the year, marking a modest increase of 1.5 percent.

Nevertheless, Tesla remains ahead of its competitors in the UK market. BYD recorded sales of 8,700 units in 2024, while BMW sold over 30,000 electric cars. Other brands such as Mercedes-Benz, Audi, Volkswagen, and MG (the revived British brand now operated by a Chinese manufacturer) each recorded sales exceeding 20,000 units.