Tesla's brand loyalty collapsed after Musk backed Trump, data shows

The rate bottomed out at 49.9 percent last March, just below the industry average, after Musk launched Trump’s budget-slashing Department of Government Efficiency in January and started firing thousands of government workers.

FILE PHOTO: U.S. President Donald Trump talks to the media next to Tesla CEO Elon Musk, at the White House in Washington, D.C., U.S., March 11, 2025. / REUTERS/Kevin Lamarque/File Photo

Tesla for years had more repeat U.S. customers than any other major automotive brand but its loyalty has plunged since CEO Elon Musk endorsed President Donald Trump last summer, according to data from research firm S&P Global Mobility shared exclusively with Reuters.

The data, which has not been previously reported, shows Tesla’s customer loyalty peaked in June 2024, when 73 percent of Tesla-owning households in the market for a new car bought another Tesla, according to an S&P analysis of vehicle-registration data in all 50 states.

Also Read: Tesla to roll out human-driven chauffeur service in Bay Area, California regulator says

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