Protesters gathered outside Tesla showrooms across the US on Saturday to demonstrate against the drastic cuts Elon Musk, the billionaire adviser to President Donald Trump, is imposing on the federal government.
Organisers cited 37 protests across the country as part of an effort co-ordinated through the social media hashtags #TeslaTakedown and #TeslaTakover.
Musk’s car company is emerging as a target for political outrage in the US and Europe in response to the billionaire’s outsized influence in the White House.
Through his so-called Department of Government Efficiency (Doge), Musk has orchestrated the dismissal of tens of thousands of civil servants, and gained access to sensitive US Treasury payments. He has also voiced his support for the German far-right and called for the centre-left government of Sir Keir Starmer in the UK to be thrown out.
What began with Tesla owners slapping bumper stickers on their cars saying “I bought this before Elon went crazy” has grown to activists projecting an image of Musk making a gesture many have likened to a Nazi salute on to Tesla’s factory in Berlin.
The UK campaign group Led by Donkeys joined with Germany’s Centre for Political Beauty in January to project the image, part of a longer montage of Musk’s recent political statements. The group said it was produced in response to the Tesla chief executive’s endorsement of German far-right political party, the AfD.
Local news outlets have reported on arson and attempted arson at Tesla showrooms in Oregon and Colorado. Earlier this month a Tesla showroom in The Hague was defaced with graffiti that included swastikas and anti-fascist slogans.
Dutch police confirmed to the FT that they were in contact with Tesla and the investigation was continuing, but no arrests had yet been made.
Tesla’s stock, which climbed after the presidential election, fell 6 per cent on Tuesday to $328.50. It rebounded to close the week at $355.84 but is still down 12 per cent since the start of the year.
“The worry of the Street is that Musk dedicating so much time — even more than we expected — to Doge takes away from his time at Tesla,” said Wedbush analyst Dan Ives.
“In addition, Musk’s Doge-related actions and more powerful alliance with Trump clearly could alienate some consumers to move away from the Tesla brand.”
About 50 to 100 protesters turned out in Portland, Oregon on Saturday, carrying signs saying, “Dethrone Musk” and “If Tesla survives, your country dies”.
Edward Niedermeyer, author of Ludicrous: The Unvarnished Story of Tesla Motors, was one of them. Since Musk’s power is not derived from election to public office, he said, boycotting and divesting from Tesla is the only tool available to curb his agenda.
He argued that Tesla was overvalued and that its core business of making and selling cars was deteriorating. Significant losses could force investors to sell, triggering a drop in the share price and forcing Musk to sell a portion of his shares to meet a margin call.
“Every Tesla sale that you prevent, every dollar not spent servicing a Tesla, not charging at the Supercharger — these further degrade the business,” Niedermeyer said.
“It’s not easy, it’s not guaranteed, but we do have the opportunity to wipe out a huge amount of Elon Musk’s wealth.”
In Chicago, protesters carried a banner saying “Stop buying Nazi cars”.
City resident Lisa Pereira said she came to the demonstration because “you have to do something”. She said she was disturbed by the administration’s attempts to crush diversity, equity and inclusion initiatives, its aggressive immigration enforcement, and the power wielded by Musk.
“Everything is a little off the rails,” she said. “So I decided I had to show up. I had to be in cahoots with my soul.”
Chris White said he attended on Saturday because he fears “we’re living through a fascist coup”.
“My kids are trans,” he said. “I’m getting told they don’t exist. I don’t know if their healthcare will exist.”
Though one man yelled from a truck, “Elon’s my hero!” most passers-by in the heavily Democratic city expressed support.
“I’d rather buy a Rivian,” said one, referring to the electric-truck maker whose showroom was a block away from the protest.
Tesla did not immediately respond to a request for comment.
