Musk damages Tesla’s European image twice as much as BYD’s Chinese government ties hurt its brand.
Tesla’s biggest reputational hit comes from Musk’s political activity and his association with Donald Trump.
BYD now rivals Tesla among European EV shoppers, despite ongoing concerns about ties to the Chinese state.
European car buyers remain wary of Chinese cars, although that sentiment appears to be shifting as several Chinese brands post strong, sustained sales growth across the continent. However, a new survey suggests Europeans are more bothered by Elon Musk’s ties to Tesla than Chinese carmakers’ government ties.
Musk’s political activity appears to be an even bigger liability than his reputation alone. When respondents were reminded of his donations to Donald Trump, Musk’s net favorability fell from minus 31 to minus 47. The same information pushed Tesla’s brand favorability to minus 42 and purchase likelihood to minus 40, making it the single most damaging finding for Tesla in the survey.
