A quick look at the electric vehicle community’s sentiments about Elon Musk on X and platforms like Reddit would suggest that the CEO’s increasing political nature has now become Tesla’s largest liability. Yet as per S&P Mobility, Tesla’s brand loyalty is still incredibly strong. This suggests that even in today’s social media-driven landscape, good products still drive sales and loyalty.
Tesla’s resilient brand loyalty
In its post, S&P Mobility noted that among individual brands, “Tesla continues its run as the leader in brand loyalty with a rate of 67.8% for the first half of 2024.” Vince Palomarez, associate director of loyalty product management at S&P Global Mobility, also noted that Tesla’s customer loyalty has remained constant.
“Tesla has historically been a brand with strong loyal ties among their consumer base, despite a limited product portfolio. Changes in BEV prioritization among other OEMs, along with Tesla’s directive to cut pricing when needed, has kept households from defecting,” Palomarez noted.
S&P Mobility’s findings are extremely interesting as social media trends and media reports have practically been unanimous about the idea that Elon Musk has become poison to Tesla’s brand. As per Palomarez, however, the data does not support this narrative–at least for now.
“We can only report on what we see in the data. In this instance, there is some decline in Tesla’s loyalty for the first half of 2024 vs. 2023; however, it is below one percentage point,” he said, noting that Tesla is still clearly beating other brands. “The brand still remains the industry leader in brand loyalty by a healthy margin. For comparison’s sake, the industry brand loyalty average stands at 52.5% for H1 2024 and no other brand has a loyalty rate above 60%,” the S&P Global Mobility associate director noted.
Good products drive sales and loyalty
Perhaps one of the reasons why Tesla still sees strong brand loyalty among consumers is the fact that the company produces good products, from its electric vehicles to its battery storage systems. Even if Tesla’s vehicles have been beaten by other competitors when it comes to range, efficiency, and 0-60 mph times, the company’s vehicles offer the best value for their price.
A good example of this is the re-engineered Tesla Model 3 Performance, which is an absolute steal at $55,000 for the performance, tech, safety, comfort, and features that it offers. The same is true for the Tesla Model Y, which has effectively outsold its rivals in the all-electric crossover SUV segment despite having the same exterior design since its March 2019 unveiling event.
Consumers gravitate towards good products, leadership be damned. A look at the strong sales in the United States of the Volkswagen Beetle Type 1, a vehicle whose creation was driven by Adolf Hitler’s desire for a people’s car, proves this. The Volkswagen Beetle Type 1 became extremely popular in the United States in the 1960s, less than two decades after World War 2. All in all, almost 5 million Beetle Type 1 units were sold in the United States out of a total of 21.5 million cars worldwide. Part of the reason behind the Beetle Type 1’s success in the U.S. is due to the fact that it is just a great, bang-for-the-buck car.
The list goes on. Ford’s founder, Henry Ford, held deeply antisemitic views. He even brought a local newspaper to publish his own anti-Semitic writings. Ford has thrived despite its founder’s questionable ethics, and the company still produces the best-selling car in the United States today–the F-Series pickup trucks. The 47-year reign of the F-Series as America’s best-selling vehicle could be attributed to the fact that they are just great trucks.
Most amusing is the Reimann family, which owns a controlling stake in JAB Holdings. In 2019, it was revealed that the Reimann family had close ties to the Nazi party. Despite this, one cannot deny the fact that JAB Holdings’ brands, which include Krispy Kreme, Jimmy Choo, and Pret-A-Manger, are still loved by consumers because of their quality and consumer appeal.
Elon Musk’s tweets
There is no doubt that since acquiring Twitter, Elon Musk has become far more willing to share his views on a number of issues, from US and international politics to gender ideology. There is also no doubt that the negative slant in media against Musk and his companies is at an all-time high. The Guardian, just last week, published a guide on how to “rein in” Elon Musk by boycotting Tesla, having foreign governments threaten to arrest Musk, suing the CEO under Section Five of the FTC Act, and terminating contracts with SpaceX.
Musk has always attracted negative media attention, but not at this level.
Considering the nature of Musk’s posts, it is no surprise that some consumers would indeed not purchase Teslas due to the CEO’s social media posts. But ultimately, sales and brand loyalty are a game of numbers. There is a vocal portion of the car-buying community who are extremely open about not purchasing Teslas due to their dislike or hatred of Musk. However, the lines between the EV sector and the greater automotive market are growing thinner. Thus, more regular car buyers may simply be looking at Teslas because they need a car. For such consumers, the politics of Tesla’s CEO may not be a consideration at all.
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Tesla could be greatly impacted in one of its strongest markets as the government is ready to eliminate a main subsidy for electric vehicles over the next two years.
In Norway, EV concentrations are among the strongest in the world, with over 98 percent of all new cars sold in September being electric powertrains. This has been a long-standing trend in the Nordic region, as countries like Iceland and Sweden are also highly inclined to buy EVs.
However, the Norwegian government is ready to abandon a subsidy program it has in place, as it has effectively achieved what it set out to do: turn consumers to sustainability.
This week, Norway’s Finance Minister, Jens Stoltenberg, said it is time to consider phasing out the benefits that are given to those consumers who choose to buy an EV.
Stoltenberg said this week (via Reuters):
“We have had a goal that all new passenger cars should be electric by 2025, and … we can say that the goal has been achieved. Therefore, the time is ripe to phase out the benefits.”
EV subsidies in Norway include reduced value-added tax (VAT) on cheaper models, lower road and toll fees, and even free parking in some areas.
The government also launched programs that would reduce taxes for companies and fleets. Individuals are also exempt from the annual circulation tax and fuel-related taxes.
In 2026, changes will already be made. Norway will lower its EV tax exemption to any vehicle priced at over 300,000 crowns ($29,789.40), down from the current 500,000, which equates to about $49,500.
This would eliminate each of the Tesla Model Y’s trim levels from tax exemption status. In 2027, the VAT exemptions will be completely removed. Not a single EV on the market will be able to help owners escape from tax-exempt status.
There is some pushback on the potential loss of subsidies and benefits, and some groups believe that the loss of the programs will regress the progress EVs have made.
Christina Bu, head of the Norwegian EV Association, said:
“I worry that sudden and major changes will make more people choose fossil-fuel cars again, and I think everyone agrees that we don’t want to go back there.”
With the loss of the $7,500 Electric Vehicle Tax Credit, it looks as if Tesla CEO Elon Musk was right all along.
As the tax credit’s loss starts to take effect, car companies that have long relied on the $7,500 credit to create sales for themselves are starting to adjust their strategies for sales and their overall transition to electrification.
On Tuesday, General Motors announced it would include a $1.6 billion charge in its upcoming quarterly earnings results from its EV investments.
Ford said in late September that it expects demand for its EVs to be cut in half. Stellantis is abandoning its plan to have only EVs being produced in Europe by 2030, and Chrysler, a brand under the Stellantis umbrella, is bailing on lofty EV sales targets here in the U.S.
How Tesla could benefit from the ‘Big Beautiful Bill’ that axes EV subsidies
The tax credit and EV subsidies have achieved what many of us believed they were doing: masking car companies from the truth about their EV demand. Simply put, their products are not priced attractively enough for what they offer, and there is no true advantage to buying EVs developed by legacy companies.
These tax credits have helped companies simply compete with Tesla, nothing more and nothing less. Without them, their products likely would not have done as well as they have. That’s why these companies are now suddenly backtracking.
It’s something Elon Musk has said all along.
Back in January, during the Q4 and Full Year 2024 Earnings Call, Musk said:
“I think it would be devastating for our competitors and for Tesla slightly. But, long term, it probably actually helps Tesla, that would be my guess.”
In July of last year, Musk said on X:
“Take away all the subsidies. It will only help Tesla.”
Take away the subsidies. It will only help Tesla.
Also, remove subsidies from all industries!
— Elon Musk (@elonmusk) July 16, 2024
Over the past few years, Tesla has started to lose its market share in the U.S., mostly because more companies have entered the EV manufacturing market and more models are being offered.
Nobody has been able to make a sizeable dent in what Tesla has done, and although its market share has gotten smaller, it still holds nearly half of all EV sales in the U.S.
Tesla’s EV Market Share in the U.S. By Year
-
- 2020 – 79%
- 2021 – 72%
- 2022 – 62%
- 2023 – 55%
- 2024 – 49%
As others are adjusting to what they believe will be tempered demand for their EVs, Tesla has just reported its strongest quarter in company history, with just shy of half a million deliveries.
Will Tesla thrive without the EV tax credit? Five reasons why they might
Although Tesla benefited from the EV tax credit, particularly last quarter, some believe it will have a small impact since it has been lost. The company has many other focuses, with its main priority appearing to be autonomy and AI.
One thing is for sure: Musk was right.
I bought a Tesla without having perhaps the biggest advantage of owning an electric vehicle: home charging.
People told me it could be done, others said it eliminated the purpose of owning an EV. I knew I wanted a Tesla, and I knew I could probably get away with not having access to charging at home.
I traded my ICE vehicle for a Tesla Model Y: here’s how it went
The strategy I planned to use without having home charging was pretty simple: there’s a Supercharger a few miles away, and there’s also low-level charging at my local grocery store. The Model Y also came with a Mobile Connector, so there was another way I could charge in a pinch.
There are also some distinct advantages I have over others, including the fact that I do not commute to and from work, and I’m also situated only a handful of miles from things like the store and shopping, and most of my errands can be completed without driving more than 15 miles back and forth.
A common misconception about being reliant on Supercharging is the cost. Many believe that Supercharging is so expensive that it costs about the same as buying gas.
However, there are many workarounds for that, some of which I have used weekly to save money and increase convenience.
Here’s how I’ve made it work, and how I suggest you can too:
Charge During Off-Peak Hours as Much as Possible
The biggest tip I have for those who choose to buy an EV but do not have access to at-home charging is the advantage that is off-peak rates.
At my local Supercharger, it costs $0.47 from 8 a.m. to 10 p.m., and just $0.18 from 10 p.m. to 8 a.m.
That means if you can wake up a little earlier or go to bed a little bit later, you’ll save nearly three times the money. This is not to say that I never charge during peak hours, but I try to save the longer charges for off-peak hours, and it’s been a huge advantage for me.
One morning recently, I was at 9 percent and I charged to 90 percent. It only cost me about $11. Charging during peak hours, that same charge would have been roughly $26.
Tesla Supercharger access has proven to be a challenge for one company
In my Bronco Sport, going from 40 miles to a full tank, roughly 400 miles, would have cost me well over $40.
It’s not so bad either. The Supercharger I use is located at a Sheetz, so I’m able to go in, grab a coffee and a breakfast sandwich, charge, watch YouTube in the car, and sometimes, I even get to enjoy a nice sunrise on the way home.
Friday mornings are sacred:
✅BEC on a bagel from Sheetz
✅early AM supercharging rates
✅Bob does sports @sheetz @tesla @RobbyBerger pic.twitter.com/hu5iemAgEd— Joey Klender (@KlenderJoey) September 26, 2025
If I have to go at night, my Fiancè and I usually use the opportunity to spend time together. We’ll run over to the Supercharger, grab snacks, and watch whatever we’re binging on Netflix (right now, it’s Narcos).
Many people said that Supercharging would cost me more than filling up my gas car. According to my Tesla app, that simply isn’t the case.
While I have been forced to charge during peak hours at times for about a month and a half, in about fifteen charging sessions, I’ve saved about $70. Over the course of a year, that would equate to over $800.
Utilize Other Charging Solutions
Although my Charging Stats above show that I’ve only used it 1 percent of the time, I have the advantage of free charging at my grocery store.
It is a Shell Recharge EV charging station, and there are two of them at the store. I used my J1772 adapter to charge, and it charges slowly at 11.5 kW.
However, it is great if you’re doing your shopping for the week and you’re stuck at the store for an hour or two. If you have one or two of these at your grocery store, just remember to be courteous and charge until you have a reasonable amount of range.
What I’ll Do Moving Forward
One ongoing effort has been pushing my leasing office to install a few EV chargers in our neighborhood. Because we rent, we are truly at the mercy of what the leasing office will allow and what they’ll do to make the lives of EV owners easier.
I’m hoping to continue pushing the management company to a point that will eventually get EV chargers in the neighborhood, especially while I live here and for those who will live here after we leave.
Tesla set to be impacted greatly in one of its strongest markets
Elon Musk was right all along about Tesla’s rivals and EV subsidies
Tesla ownership without home charging: Here’s how it’s done
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