Elon Musk in trouble: angry protesters invade Tesla showrooms

Nobody could have imagined these scenes just a few years ago. Across the U.S. and parts of Europe, angry crowds gathered outside hundreds of Tesla locations, waving signs, chanting slogans, and in some cases, clashing with counter-protesters. The target of the anger was Elon Musk, and definitely not for his respected cars themselves. Instead it was for his increasingly controversial role in American politics.

At the center of the storm is Musk’s position as the head of DOGE – the Department of Government Efficiency – created under President Donald Trump. Critics say Musk has used his new authority to dismantle key federal agencies and gain access to sensitive data, sparking fears about unchecked power and political overreach.

So far, that backlash is hitting Tesla where it hurts: its brand.

What is the ‘Tesla Takedown’ movement about?

The protests were part of a coordinated campaign known as “Tesla Takedown,” which aims to undercut the financial foundation of the world’s richest man, whose fortune - estimated at $340 billion – is still largely tied to Tesla stock. This time, the organizers attempted something bigger: demonstrations outside all 277 Tesla showrooms and service centers in the U.S. in a single day.

In New Jersey, Massachusetts, New York, Minnesota, and Tesla’s home state of Texas, crowds ranged from a few dozen to several hundred, brandishing signs like “Honk if you hate Elon” and “Fight the billionaire broligarchy.” Similar scenes unfolded in Chicago, Seattle, and even smaller towns in Virginia and Colorado.

In Dublin, California, protesters chanted “Hey, hey, ho, ho, Elon Musk has got to go!” as a handful of Trump supporters waved American flags across the street. In nearby Berkeley, drums pounded as larger crowds circled the showroom.

While the U.S. saw the largest crowds, the protests weren’t confined to one continent. In London, about two dozen demonstrators took up positions outside a Tesla dealership. Signs compared Musk to authoritarian leaders and even featured a Tyrannosaurus rex holding a placard calling the EVs “Swasticars.”

How much is this hurting Tesla?

Tesla’s sales are already struggling. In Europe alone, sales have dropped by 49%, even as the broader EV market continues to grow. The combination of political controversy, brand damage, and Musk’s divided attention – he’s juggling Tesla and DOGE – has triggered concern on Wall Street. Tesla’s stock, which had surged after Trump’s election, has now lost nearly all of those gains.

In response, Musk recently told employees the company is just going through “stormy weather” and predicted that the Model Y will still be the world’s best-selling car this year. But many former customers aren’t convinced. Some have added bumper stickers to distance themselves from Musk; others are trying to trade in their Teslas altogether.

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