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The value of Tesla’s brand lost $15.4 billion, about 36%, in 2025, marking a third-straight annual decline, according to research and consulting firm Brand Finance.
A lack of innovative new models, and the relatively high price of Tesla’s electric vehicles compared to competitors eroded its brand value, said Brand Finance CEO David Haigh, as did CEO Elon Musk’s continued “overreach” into geopolitics, and his lack of focus on his autos business.
Tesla’s brand value now stands at an estimated $27.61 billion, Brand Finance said in its 2026 ranking. That’s down from $43 billion at the start of 2025, $58.3 billion in 2024 and a peak of $66.2 billion in January 2023.
Based in London, Brand Finance analyzes thousands of companies’ financials, looking at revenue, licensing agreements, margins and other hard data, and combines those data points with results from comprehensive consumer surveys to estimate the monetary value of brands.
