When the CEO Becomes the Brand

Over the past several years, as Elon Musk has become more outspoken and politically visible, observers have debated whether his activism has damaged or strengthened the Tesla brand. Some argue that Tesla has alienated left-leaning consumers who once saw the company as synonymous with liberal and climate-forward progress. Others contend that Musk’s positioning has attracted right-leaning buyers who had previously viewed electric vehicles (EVs) as culturally misaligned.