Tesla’s customer loyalty in the United States dropped sharply after CEO Elon Musk publicly backed then-presidential candidate Donald Trump, before recovering following the pair’s split, according to new data from S&P Global Mobility.
The market research firm analysed vehicle registration data from all 50 U.S. states, showing that in June 2024, 73% of Tesla drivers who bought a new car chose another Tesla. The turning point came a month later, when Musk declared he “fully supported” Trump shortly after an assassination attempt on the Republican candidate in Pennsylvania.
Musk’s endorsement surprised many, as he had previously voted for Barack Obama and was widely viewed as leaning toward the Democratic Party. Reports also indicated Musk became directly involved in Trump’s campaign, allegedly advising him to select Ohio Senator JD Vance as his running mate.
By March 2025, loyalty had fallen to 49.9% after Musk launched Trump’s Department of Government Efficiency (DOGE) in January and oversaw layoffs of thousands of government workers. “I’ve never seen this rapid of a decline in such a short period of time,” S&P analyst Tom Libby told Reuters, calling the shift “unprecedented” for a brand that once dominated in loyalty.
Seth Goldstein, an analyst at Morningstar, suggested Musk’s political alignment may have driven away Tesla’s environmentally focused base. “If they have Democratic leanings, then perhaps they consider other brands in addition to Tesla,” he said.
The loyalty rate climbed back to 57.4% in May, roughly matching Toyota’s level but still below Chevrolet and Ford. The rebound coincided with Musk stepping away from DOGE and distancing himself from Trump at the end of that month.
Industry analysts have also pointed to other factors behind Tesla’s recent sales slowdown, particularly in Europe. Critics have cited an ageing model line-up, with the Cybertruck—its only new vehicle since 2020—drawing mixed reviews. Former Volkswagen chief Herbert Diess noted, “Tesla’s weakness is not primarily due to the political behaviour of its boss, but Tesla’s lead has also shrunk significantly in recent years due to the entry of the Chinese.”
Tesla sold about 46,000 Cybertrucks between its production start in November 2023 and February 2025, far short of Musk’s stated goal of 250,000 units annually. A recent recall has added to the challenges facing the electric carmaker as it seeks to recover lost momentum.
