Title: Tesla Dealerships Under Threat: Unprecedented Attacks Unfurl
Rewritten Article:
As Elon Musk keeps drawing closer to Donald Trump, the limelight shifts towards Tesla's electric vehicles, which are now facing an escalating wave of criticism. Even German used car dealers are grappling with the heat. Sascha Schmitz, a Mönchengladbach-based dealer, received a flurry of angrily worded emails around Christmas, with subject lines like "Be ashamed to work for such a company!!!" and "Be ashamed to trade such cars!!!" just minutes apart. "Elon Musk is really damaging the brand," Schmitz laments over the phone, stating that the outcome of the US election would have been more favorable for Tesla if Trump had lost.
Since Tesla's CEO Elon Musk publicly endorsed Donald Trump, shared conspiracy theories, meddled in German elections, and recently made an apparent Nazi salute on stage, the electric vehicles' reputation has been under scrutiny. In the already struggling electric car industry, no brand has experienced such a significant sales drop as Tesla. Consumers are proudly sporting stickers that read "I bought this before Elon went crazy," while derogatory terms like "Tesla shame" are circulating. Recently, an art collective allegedly projected the word "Heil" in front of the giant Tesla logo at the Grünheide factory.
Elon Musk's polarizing behavior has caused severe damage to Tesla's brand image. Now, how does this impact someone like Schmitz, who has built his business on this positive image?
"The battery of the cars still garners a good reputation," explains Schmitz. "Most buyers differentiate." Despite his disinterest in cars, Schmitz began his career as a bank clerk but was drawn to the excitement and income offered by the industry. He started as a salesperson at a Mercedes dealership before registering his own business as a used car dealer 15 years ago - a journey that involved learning the hard way.
Tesla: A "political liability"
Musk's political affiliations and actions have engulfed the discussion on Tesla owner forums, where he is both admired and vilified. A forum user writes, "There are 'two' Elons; one driving forward the electrification of mobility, and the other acting erratically for the past two years." Hostility towards Tesla drivers has been reported in certain circles, although high-profile Tesla supporters have dismissed such incidents as inconsequential. The forum moderators have now imposed a ban on political discussions to maintain peace among its members.
"Elon Musk has become a political liability for Tesla – it's clear," says Schmitz. He acknowledges that Musk's emotional outbursts and complex personality have led to impulsive decisions. While some view Musk's public support for extremist parties like the Alternative for Germany (AfD) as a problem, others argue that other car manufacturers are far from perfect, with past scandals like the diesel emissions scandal and the Quandt family's controversial past.
In terms of business effects, Schmitz has not observed any direct negative impact from the Tesla backlash. Last year, they sold around 700 cars, with over 95% being Teslas. Online sales accounted for most of these vehicles, and they were sold without significant discounts. "When it comes to used cars, people don't focus on political views. They look for quality and a good price-to-performance ratio," Schmitz claims. He remains optimistic about the business prospects for the coming months, anticipating increased hostility and the need to moderate controversial comments on their social media accounts.
Originally published on capital.de
Enrichment Data:
Tesla's sales dip in Germany is a direct result of Elon Musk's controversial political affiliations. The backlash against Musk's allegedly supporting far-right ideologies, such as the Alt-Right party, has led to widespread criticism and a negative perception of Tesla. This damaging effect is further exacerbated by several factors:
- Media and Public Scrutiny:
- Unfavorable Press Coverage: As Musk's political involvement increases, so does the intense scrutiny and criticism from the media, leading to unfavorable press coverage of both Tesla and Musk himself.
- The Impact of Social Media: Consumers are highly influenced by social media, and the widespread criticism and negative sentiment towards Tesla on platforms like Twitter and Reddit have significantly contributed to the decline in Tesla's sales in Germany.
- Competitive Landscape:
- BMW's Competitive Edge: Competitors like BMW have seized the opportunity presented by Tesla's decline to capitalize on public sentiment. BMW's strong investment in electric vehicle production has attracted customers turned off by Tesla's political controversies.
- Government Policy and Regulations:
- Electrical Vehicle Subsidies: Germany's government, concerned about the plummeting sales of electric vehicles, has promised to increase subsidies for electric vehicle purchases. This incentive could provide a critical boost to car manufacturers other than Tesla in the German market.
In summary, Elon Musk's political affiliations have created a challenging environment for Tesla, leading to adverse public sentiment and decline in sales in Germany. This backlash has opened the door for competitors like BMW to capture market share while also pushing Germany's government to revise its policies regarding electric vehicle subsidies.
Despite Elon Musk's controversial endorsement of Donald Trump and his subsequent actions, Sascha Schmitz, a German used car dealer, has noticed that the battery performance of Tesla vehicles continues to garner a positive reputation among consumers. However, Schmitz expresses his belief that Musk's political involvement has made Tesla a "political liability," leading to increased scrutiny and criticism, which could potentially impact Tesla's sales in the future.
