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Is Elon Musk driving Tesla customers away?

By Paul Baxter, 18th March 2025

Elon Musk is one of the most influential figures in the tech and automotive industries, but his political views and public statements are proving divisive amongst UK motorists. According to our latest research, over a third (35%) of drivers say they have been put off buying or owning a Tesla because of Musk’s political actions and commentary. This trend is particularly strong among younger drivers, with half (50%) of 18–24-year-olds stating that his views would deter them from purchasing a Tesla.

While Tesla’s technology and innovation continue to attract many customers, Musk’s public persona appears to be a sticking point for younger generations. Our findings show found that while half of younger drivers are put off by Musk’s views, this figure drops to 31% among those aged 65 and over.

This sentiment may be contributing to Tesla’s sales slowdown. Data from the Society of Motor Manufacturers and Traders (SMMT) reveals that new Tesla sales in January 2025 were 7.78% lower than in January 2024, compared to an overall market decline of just 2.5%.

Encouragingly our study suggests that while some drivers are turning away from Tesla, they are not necessarily giving up on electric vehicles altogether. More than half (52%) of those deterred from buying a Tesla still intend to purchase an EV—just from a different manufacturer. However, nearly a quarter (24%) say they have been put off buying any electric vehicle for now, while 19% have decided to stick with petrol or diesel cars for the immediate future.

For those owners of a Tesla vehicle only 3% said they feel so strongly about Musk’s influence that they plan to trade in their current Tesla for an EV from another brand.

Despite Musk’s polarising presence, we believe that motorists should be focusing on the benefits of EVs rather than the personalities behind them. As the EV market continues to expand and competition amongst manufacturers grows, consumers will soon have even more choices available to them.

At The Green Insurer we remain committed to helping motorists reduce their carbon footprint by offsetting their vehicle emissions, but more could be done to make EV adoption more attractive. One action we support and which could make a difference and encourage more people to go green would be the Government’s removal of Insurance Premium Tax on electric car insurance. Affordability of EVs and concerns over charging infrastructure are much bigger hurdles for would-be buyers than CEO controversies.

About the author

Paul Baxter - CEO, The Green Insurer

Paul Baxter is the Chief Executive Officer of The Green Insurer. With over 25 years of experience in the insurance industry, Paul has held senior leadership positions at Marmalade Insurance, Chaucer Insurance Service, Tesco Insurance, and Direct Line, shaping the future of motor insurance in the UK.

With a strong track record in insurance, his expertise spans digital transformation, insurance innovation, and customer-centric solutions. Passionate about shaping a future that is not only safer for drivers but also better for the planet and all people. Paul is committed to giving customers a genuine option to buy green insurance easily.

Connect with Paul on LinkedIn.