April 15, 2025
GBH recently published an article featuring Carey Morewedge, Professor of Marketing, discussing how Tesla is seeing a notable decline in sales in Massachusetts, with new vehicle registrations down 19% in January and 11% in February compared to last year.
Experts link Tesla’s sales slump in Massachusetts to liberal backlash against CEO Elon Musk, whose alignment with right-wing politics and role in the Trump administration has alienated many left-leaning buyers. Once a progressive status symbol, Tesla’s brand image has shifted, driving some owners to publicly distance themselves. While Tesla still leads in EV sales, its market share is shrinking as rivals hold steady. The backlash has even sparked vandalism, including a $500,000 incident in Peabody, now under FBI investigation.
“The meaning of a Tesla has moved very much from one that’s more aligned with liberal ideologies towards one that is more aligned with conservative ideologies,” Morewedge adds.
Analysts say Tesla faces an uphill battle, whether it distances from Musk or leans into a new conservative customer base.
