What’s Happening to Elon Musk: Making a Wave of Tesla Boycotts Spread Across Europe
Tesla CEO Elon Musk’s ties to US President Donald Trump and Germany’s far-right AfD party have stifled sales and angered many car owners.
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Mike Schwede, a Switzerland-based digital strategist and entrepreneur, felt like he had a “glimpse into the future” when he first sat in his Tesla Roadster 15 years ago. By 2016, Schwede was a proud Tesla owner, enjoying the compliments of other owners as he sped down European highways in the electric car.
But recently, the glamour of owning a Tesla has begun to fade as the brand’s CEO has taken a stand against the climate crisis. Schwede has been stunned to see the billionaire pour hundreds of millions of dollars into supporting Donald Trump as he promises to increase domestic oil and gas production.
In Schwede’s eyes, Elon Musk is getting weirder and weirder.
Tesla sales have nearly halved, according to the European Automobile Manufacturers Association. The Texas-based automaker sold 9,945 vehicles in Europe in January 2025, down 45% from 18,161 in the same period last year. The figures have left analysts struggling to assess how much of a factor Musk’s forays into far-right politics may be in turning customers away from the brand.
Dissatisfied with Elon Musk’s stance, many Tesla owners have voiced their anger. Schwede considered selling his beloved car, but after driving more than 60,000 km, the car was almost worthless.
So he came up with a way to counter Musk’s support for the far right by starting to donate 10 cents for every mile driven to a range of charities, directly supporting those who help LGBTQ+ youth or fight hate and extremism. “It’s my personal revenge — something Elon Musk wouldn’t like.”
A billboard advertising ‘Tesla – The Swasticar’ is displayed at a bus stop in London. (Photo: People vs Elon)
Although on a small scale, this is how some Tesla owners in Europe are fighting back themselves, as Musk moves into global politics, using his wealth to help Mr. Trump return to the White House and support the far-right, anti-establishment party across Europe.
Patrik Schneider, a German, had a turning point when a stranger pointed at his Tesla and yelled at him at a gas station that he was a Trump supporter. With a long-term lease, Schneider struggled to find a way to deal with his relationship with a brand that had — in his mind — gone sour. To combat this, Schneider came up with “anti-Elon stickers” for Teslas and began selling them online six months ago.
As Musk waded deeper into German politics, giving an interview on X with far-right AfD co-leader Alice Weidel and appearing at an AfD rally, demand for the stickers skyrocketed, reaching 2,000 stickers a day, with orders pouring in from around the world. All without any advertising, Schneider said, adding sarcastically: “Elon Musk does it for us.”
The move was further amplified when a Polish minister called for a boycott of Tesla after Musk made a surprise appearance at an AfD rally. Sławomir Nitras said that “no Pole should ever buy a Tesla again” and that “a serious and strong reaction is needed, including a consumer boycott.”
In London, activists erected billboards at bus stops reading “Tesla – The Swasticar” and the words “from 0 to 1939 in 3 seconds,” a reference to the start of World War II, and stickers with similar content were placed on Tesla cars.
In the Netherlands, a poll found that 31% of respondents were considering selling or had already sold. Germany-based auto analyst Matthias Schmidt said 2025 will be one of the most challenging years for Tesla.
“With all due respect, consumers tend to be like goldfish; they forget things very quickly. But Germany is likely to be a little different because of its history… Musk’s move to support the AfD is likely to be more damaging in Germany than his move to support Trump.”
Elon Musk at the annual Conservative Political Action Conference in the United States. (Photo: Carol Guzy/Zuma Press Wire/Rex/Shutterstock)
Last year, Tesla’s sales fell 41% – higher than the overall decline of 27% for electric carmakers across Germany.
Early 2025 figures show Tesla sales falling sharply in several European markets. Registrations fell 63% year-on-year in France, 59% in Germany, 44% in Sweden, 38% in Norway and 12% in the UK.
Schmidt said while buyers may react to Musk’s stance, there are still consumers waiting for the company to launch an upgraded Tesla Model Y.
When contacted by the Guardian, Tesla did not respond to a request for comment. But late last month, the billionaire sounded more optimistic on a call with investors, suggesting that 2025 could be a tough year but that 2026 would be “monumental” for the company.
