Tesla’s once-unrivaled customer loyalty has collapsed following CEO Elon Musk’s public support for President Donald Trump and his increasing role in the administration, according to exclusive data from S&P Global Mobility. The electric vehicle leader, previously known for commanding the industry’s highest repeat buyer rate, now finds itself trailing behind major competitors.
Tesla’s customer loyalty rate peaked at 73% in June 2024, meaning nearly three-quarters of Tesla-owning households stuck with the brand when buying their next car. That changed dramatically in July 2024 after Musk endorsed Trump and joined his administration’s Department of Government Efficiency (DOGE). Tesla’s loyalty plummeted to just 49.9% by March 2025, according to vehicle registration data from all 50 states.
Though loyalty has rebounded slightly to 57.4% as of May, Tesla still lags behind domestic automakers like Chevrolet and Ford, and barely edges out Toyota. The decline has mirrored an 8% drop in U.S. vehicle sales during the first five months of 2025. In Europe—where Musk’s political activism drew even sharper criticism—sales cratered 33% in the first half of the year.
Analysts say Musk’s political alignment with the Trump administration has alienated Tesla’s eco-conscious, left-leaning customer base. Morningstar’s Seth Goldstein said that Democrat-leaning buyers are increasingly turning to other brands—or walking away from EVs entirely.
A recent Nature journal study by Williams College psychologist Alexandra Flores confirmed the trend. Flores found that leftists not only soured on Tesla after Musk endorsed Trump—they’ve pulled back on electric vehicle purchases altogether. The study revealed that far-left consumers, once enthusiastic about EVs, are opting out of the market in protest.
Tesla’s problems are compounded by increased competition from established automakers such as GM, Hyundai, and BMW, and by consumer disappointment with the aging Tesla model lineup and the lackluster reception to the Cybertruck.
Musk’s transformation from tech billionaire to political heavyweight has reshaped Tesla’s public image—and appears to be reshaping the EV market itself.
