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We measure the impact of Elon Musk's recent forays into politics.
There has been much speculation as to whether Tesla CEO, Elon Musk’s recent interventions in US and European politics have negatively impacted the brand and its sales.
The data Sophus3 shared at our recent webinar — ‘What are the game-changers in automotive digital 2025?’ — gives a somewhat mixed picture.
Noise around Tesla’s CEO measurably increased search curiosity and traffic to the brand’s European websites as Musk’s presence loomed over the US election and the global news cycle.
It is also true that during the same period the brand’s share of sales fell in the region. However the latter appears to be the continuation of a steady, longer-term decline — a downward trend that predates Musk’s interventions in politics and appears to be more a product of competitive pressure within the EV segment and the erosion of the ‘first mover’ advantage it long enjoyed.
2025 will show whether Tesla’s position can be won back with new and refreshed products or if Musk’s politicking has inflicted lasting damage on the brand. Sophus3 will be keeping a watchful eye on the data and following all of the drama.
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