With Tesla CEO Elon Musk in the news almost daily since his takeover of Twitter on Oct. 28 (and subsequent barrage of layoffs) as well as headlines about Tesla’s rigid back-to-office policy, does the Musk mystique begin to wear thin and have an effect on Tesla showroom visits?
We compared traffic to Tesla Motors vs comparative traffic to competitive dealerships. Tesla was actually one of the brands to see a slower retraction of YoY traffic, not feeling effects until about June 2022. It did see a big drop in Nov 2022 – which could be attributed to various things including negative news surrounding Musk, but also about increased options for electric vehicles, and perhaps a lag in demand for the Tesla Model Y, which will qualify for a 2023 EV tax credit.
At the end of December, Tesla announced a rare sale. The company offered two rebates for buyers who take delivery of a vehicle before the end of the year, initially offering a $3,750 discount earlier this month. Tesla then doubled that rebate to $7,500.
However, one survey conducted by Car & Driver in 2021 noted that many Tesla enthusiasts already had a rather negative view of Musk, and that it was their excitement about the car that outweighed negative perceptions of the Tesla founder.