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Tesla bull lowers price target citing ‘brand crisis’
Tesla stock could be in trouble if Elon Musk doesn’t “step up and read the room,” according to one longtime bull.
One analyst who has been a long-standing Tesla (TSLA) bull has significantly cut his price target on the company’s stock, citing recent backlash against CEO Elon Musk and U.S. President Donald Trump, though he also notes that his firm remains bullish.
In a note to clients on Sunday, Wedbush Securities analyst Dan Ives said that the firm lowered its price target on Tesla’s stock from $550 to $315, maintaining an Outperform rating. The analyst says that the 43-percent cut is the result of a “full-blown brand crisis” that was caused by Musk, and that, combined with the Trump administration’s global tariffs, the two have created the “perfect storm for Tesla.”
“Tesla has essentially become a political symbol globally….and that is a very bad thing for the future of this disruptive tech stalwart and the brand crisis tornado that has now turned into an F5 tornado,” Ives wrote. “We now estimate Tesla has lost/destroyed at least 10 percent of its future customer base globally based on self created brand issues and this could be a conservative estimate. In Europe, this number could be 20 percent or higher….all self-inflicted by Musk.”
READ MORE ON TESLA/WEDBUSH: Tesla bull Wedbush responds to Q1 deliveries: ‘A disaster on every metric’
Ives continues on that the company has “unfortunately become a political symbol because of Musk,” highlighting the global anti-Trump and Musk protests, and vandalism that many have lodged against owners of Tesla’s vehicles in recent months.
He also acknowledged that Tesla would be “less exposed to tariffs than some” that source a higher portion of vehicle components abroad, though the tariffs are still widely expected to disrupt the company. The analyst notes that Tesla’s continued performance in China will remain “the bigger worry,” as tariff backlash could also drive consumers even further toward domestic options such as BYD, Nio, or Xpeng Motors.
Ives also called for Musk to “step up, read the room, and be a leader” during this time, noting that this year could be particularly painful for the stock if he does not “exit stage left or take a step back on DOGE in the coming month.”
also acknowledges certain upcoming bright spots for the stock, including unsupervised Full Self-Driving rolling out this summer and lower-cost models.
“Our long standing bull view of Tesla remains, but there is no denying this is a pivotal moment of truth for Musk to turn things around…or darker days are ahead,” the analyst adds. “We have been one of the biggest supporters of Musk and Tesla over the last decade….but this situation is not sustainable and the brand of Tesla is suffering by the day as a political symbol.
“Musk has been with his back against the wall many times and every time Tesla came out of it and was stronger on the other side…this may be one of his biggest challenges yet to turn around.”
Ives has been a longtime supporter of Musk and Tesla, and he has held one of the highest price targets on the company for the past several months. In January, Ives bumped his Tesla price target from $515 to $550, along with setting a bull-case price target of $650. As for his reasoning, he noted that the company’s Full Self-Driving (FSD) rollout would likely be fast-tracked by the Trump administration, adding that the firm was confident in 2025 demand.
You can read a longer excerpt from the Sunday note from Ives below.
The bigger worry in our opinion is Tesla’s success in China as this key region is the linchpin to the future success of Tesla. The backlash from Trump tariff policies in China and Musk’s association will be hard to understate and this will further drive Chinese consumers to buy domestic such as BYD, Nio, Xpeng, and others. Tesla has essentially become a political symbol globally….and that is a very bad thing for the future of this disruptive tech stalwart and the brand crisis tornado that has now turned into an F5 tornado. We now estimate Tesla has lost/destroyed at least 10 percent of its future customer base globally based on self created brand issues and this could be a conservative estimate. In Europe, this number could be 20 percent or higher….all self-inflicted by Musk.
Tesla has unfortunately become a political symbol because of Musk and this is a very bad thing for the future of this technology stalwart. With major protests erupting globally at Tesla dealerships, Tesla cars being keyed, and a full brand crisis tornado turning into a life of its own this has cast a dark black cloud over Tesla’s stock. The future is so bright for Tesla with Austin’s unsupervised FSD, lower-cost vehicles, and of course the autonomous and robotics future….but this is a full blown crisis Tesla is navigating now (along with these tariffs), and it is time for Musk to step up, read the room, and be a leader in this time of uncertainty.
For the stock, the demand destruction for Tesla and brand damage is real and has morphed into something much more concerning over the past few months. The 1Q delivery number was a disaster as we discussed last week but this could be a brutal year ahead if Musk does not exit stage left or take a step back on DOGE in the coming month. We are taking a stab at new reduced estimates for 2025/2026 which could be a moving target with the tariffs, retaliatory, and the China wild card.
Our long standing bull view of Tesla remains, but there is no denying this is a pivotal moment of truth for Musk to turn things around…or darker days are ahead. We have been one of the biggest supporters of Musk and Tesla over the last decade….but this situation is not sustainable and the brand of Tesla is suffering by the day as a political symbol. Musk has been with his back against the wall many times and every time Tesla came out of it and was stronger on the other side…this may be one of his biggest challenges yet to turn around.
This Tesla executive is leaving the company after over 12 years
News
How Tesla’s Roadster fan system and thrusters are built to dominate the corners
Tesla’s Roadster uses fans, active wings and cold gas thrusters to create grip at any speed.
Tesla’s new Roadster is best known for flipping through the air in Texas, but the technology that matters most for a race track is the stuff that keeps it on the ground. Tesla’s Roadster page describes a multi-mode fan and ground sealing system that acts as a downforce generator, pulling air out from beneath the car. Tesla says it provides enough suction to hold the vehicle upside down, even when stationary.
That is the key difference from the wings and diffusers on a normal supercar. Conventional aero only makes downforce when the car is moving, and it grows with speed, so a car has the least grip in the slow corners and under hard braking. A fan system makes downforce at any speed. Tesla’s patent, which we covered last year, describes fans and deployable skirts that create sealed or partially sealed regions under the car, with the fans extracting air to lower the pressure and increase grip and stability.
Still processing this … the most unreal thing I’ve seen. https://t.co/HtEuvnkZjY
— TESLARATI (@Teslarati) October 16, 2026
Tesla pairs that with active wings, a next generation steer by wire system and a Track Mode that lowers the car and changes the suspension, with high downforce and low drag settings for the circuit. To keep weight down, Tesla points to magnesium, titanium and carbon fiber, manual controls and a fixed seat position, which it says lets the car respond to driver inputs almost instantly.
Tesla Roadster: Three configs, one can fly, 0-60 in 0.8 seconds
The cold gas thrusters are the other half. On the Thrust version they sit at the rear and Tesla says they take the car from 0 to 60 mph in under 0.9 seconds, while the Rocket version adds perimeter thrusters for forward, upward and lateral rotational movement. Tesla says the all electric actuators make micro adjustments within a fraction of a second.
Roadster transforms in Track Mode
These aero features aren’t just for looks: they provide the best passive downforce package of any road car (approaching F1 levels!) with wing actuation driven by the @Tesla_Optimus actuator system https://t.co/AqrC4qUga9
— Tesla (@Tesla) October 16, 2026
Musk has been talking about records for years. In June 2019 he said, “We’re going to do things with the new Roadster that are kind of unfair to other cars.” That September, when a follower asked whether the Roadster would beat the Nürburgring production car record, he replied with one word, “Absolutely,” as we reported at the time. In February 2024 he said Tesla had “radically increased the design goals” for the car and that its sub one second 0 to 60 time would be “the least interesting part.”
There are caveats. Tesla has not published a lap time or a verified cornering figure, so the record talk is still a promise rather than a result. Tesla also says the car is not approved for public road use, and the thruster features are limited to the Rocket trim, which is invite only. Fan cars have also been banned or withdrawn before, and getting a sealed underbody to work on a rough public road is a harder problem than on a smooth track. The first real test will be an official lap at a circuit.
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Tesla Roadster: Three configs, one can fly, 0-60 in 0.8 seconds
Tesla’s Roadster comes in Performance, Thrust and Rocket versions, with a claimed 0-60 under 0.59 seconds.
Tesla finally showed the next generation Roadster on Thursday night, and the demo had more in common with a SpaceX test than a track lap. At an event outside Waco, Texas, near SpaceX’s McGregor site, the car used a mix of fans and cold gas thrusters to drive up a curved ramp until it was upside down, then flew off, flipped and landed on the pavement. “Well, it worked,” Elon Musk said. “Flying cars are real.”
The Roadster also hovered itself over a Cybercab, Cybertruck, Tesla Semi, Model Y and Model 3 while moving, and that Tesla showed it going 0 to 60 mph in one second. Musk said “this will be the actual car that’s on the roads” and that it “literally is just going to puff itself up” to perform the maneuvers whenever an owner wants. He called the result a collaboration between Tesla and SpaceX engineers that is “better than any James Bond car,” with Franz von Holzhausen and Lars Moravy on site.
Tesla published new mind-blowing stats for the car that replace the previous targets. The Performance version is road ready and seats two, with active aerodynamics and a multi-mode suction system, and Tesla lists 0 to 60 mph in under 1.6 seconds. The Thrust version is race ready, also seats two, and adds rear-mounted cold gas thrusters for a 0 to 60 time of under 0.9 seconds. The Rocket version is described as air ready, seats one, and uses perimeter-mounted thrusters for forward and upward acceleration plus lateral rotational movement.
| Configuration | Seats | 0 to 60 mph |
|---|---|---|
| Performance | 2 | under 1.6 s |
| Thrust | 2 | under 0.9 s |
| Rocket | 1 | under 0.59 s |
Tesla’s own description: “So…yes, it can fly.” It lists a 0 to 60 time of under 0.59 seconds for Rocket, a top speed of up to more than 230 mph, and range of more than 300 miles. Tesla has not yet given pricing in the information we have seen, but has reopened $50,000 reservations in the newly updated Tesla Roadster configurator. Production is planned for Giga Texas in 2027 or 2028, and Musk has said it would follow the demo by 12 to 18 months.
Every car on the road today is limited by one thing: tire grip
Roadster’s thruster system generates 4–5x the force the tires can.
More force on the same mass means significantly better acceleration – physics does the rest https://t.co/zdPRT2aKwZ
— Tesla (@Tesla) October 16, 2026
Tesla’s Roadster page adds more on how the car works. A multi-mode fan and ground sealing system pulls air from under the car, producing enough suction to hold it upside down even when stationary. Active wings, steer-by-wire with a yoke, and a Track Mode that lowers the car round out the driving setup. The cold gas thrusters use all-electric actuators for micro adjustments to stabilize the car in flight. Tesla says it cut weight with magnesium, titanium and carbon fiber, manual controls and a fixed seat position, and the exterior has hidden headlights, a full-length taillight and Ano White paint inspired by aerospace coatings. Inside are an Ultrawhite interior with gray microsuede, a center touchscreen and two smaller forward displays, and gold tinted glass modeled on spacesuit visors. Availability is tiered: Performance is by reservation, Thrust is a limited release, and Rocket is invite only. Tesla notes the car is not approved for public road use, and that Rocket is not available in all regions.
Tesla Roadster Highlights
- Aero and suction: a multi-mode fan and ground sealing system pulls air from under the car and can hold it upside down even when stationary. There are also active wings and a Track Mode that lowers the car.
- Controls and thrusters: steer-by-wire with a yoke. The cold gas thrusters use all-electric actuators for micro adjustments that stabilize the car in flight.
- Weight: magnesium, titanium and carbon fiber, manual controls and a fixed seat position.
- Design: hidden headlights, a full-length taillight, Ano White paint inspired by aerospace coatings, and gold tinted glass modeled on spacesuit visors.
- Interior: an Ultrawhite interior with gray microsuede, a center touchscreen and two smaller forward displays.
- Availability: Performance is by reservation, Thrust is a limited release, and Rocket is invite only.
- Road use: Tesla notes the car is not approved for public road use, and that Rocket isn’t available in all regions.
Musk has described the Roadster as “the best of the last of the human-driven cars,” and he has been open that it is a halo product. He said he is “not sure it moves the needle massively from a revenue standpoint,” and has warned that anyone whose top priority is safety should not buy it. Tesla reports third quarter earnings on October 21.
Roadster is a true pilot’s car: active aerodynamics, a multi-mode suction system & cold-gas thrusters
Exterior
– Concealed headlights, full-length taillight & flush-mounted surfaces for a minimalist, highly technical form– Super light wheels w/ thin spokes that reinforce structural strength when earthbound
– Ano White paint brings an aerospace-derived finish w/ UV & cryogenic protection, electrostatic dissipation & corrosion resistance
– Gold Glazed tinted glass mimicking the copper coating of spacesuit visors, w/ subtle titanium accents
— Tesla (@Tesla) October 16, 2026
Elon Musk
Amazon shuts out Elon Musk’s Grok Bot so he may just build his own rival store
Musk promises SpaceX will cover Grok Bot purchase errors, tells users to shop beyond Amazon.
Elon Musk said SpaceX will reimburse users if Grok Bot botches a purchase or leaks their card details. A few hours later he was telling users to take their shopping elsewhere after Amazon shut the agent out.
The first post was a reply to an X user who said Grok Bot booked him a flight after he sent a photo of his credit card. “This works well,” Musk wrote. “If Grok @Bot makes a mistake with a purchase or leaks your card (never happened yet), SpaceX will make you whole,” said Musk.
The second came after another user posted the error his Grok Bot hit on Amazon: “Continued access by an unauthorized AI agent violates Amazon’s Conditions of Use, to which our customers have agreed.” The user said his bots can no longer order from the site. Musk answered, “Just ask Grok @Bot to buy what you want someplace else and get a better deal. There are far more purchasing websites than just Amazon!” He later added, “Maybe we should start a competitor to Amazon,” a possible hint at an X shopping service.
Just ask Grok @Bot to buy what you want someplace else and get a better deal.
There are far more purchasing websites than just Amazon!
— Elon Musk (@elonmusk) October 15, 2026
The Amazon block did not start Thursday. A reply to Musk on October 10 said Amazon was blocking the bot, and Musk responded that Grok would find another way, then showed an order it placed on Lego’s website.
The latest reimbursement promise builds on late August when Musk told a Tesla investor weighing whether to give Grok Bot access to his bank accounts, “If Grok Bot messes up, we will make you whole,” as Teslarati covered when SpaceXAI added its Finance integration. That promise goes further than the company’s consumer terms, which make users responsible for what their agents do and generally cap liability at the greater of fees paid or $100. Neither Thursday post says those terms have changed, so for now it remains a statement on X rather than a published policy.
The two posts matter to Tesla owners because Grok Bot is no longer limited to a phone. Tesla brought it into its vehicles on September 22, and it is now enabled across every Cybercab and the rest of the Model Y Robotaxi fleet, as noted when Teslarati looked at why Grok Bot may be the Cybercab’s real advantage. A rider who asks for groceries or a coffee order is relying on retailers that let the agent in. Amazon has now said it will not, and Musk’s answer is to route around it.
Amazon has not commented publicly on the block in the posts Teslarati reviewed, and it is unclear whether Musk will follow through on a rival store.
So, how many of you do the vast majority of shopping on Amazon and hate that you do? Comment and let us know your thoughts!