Musk’s antics turn owners, would-be buyers against Tesla. The carmaker CEO holds more mainstream public attention than any other auto exec—that may not be a good thing. — via drivingdotca autonews autoindustry electricvehicles EV luxuryvehicles
He bought into the brand as well as Elon Musk, Tesla’s charismatic chief executive officer, purchasing another Model S the following year and driving the first one across the country. In 2016, he stood in line at a showroom near his suburban Los Angeles home to be one of the first to order two Model 3s — one for himself, the other for his wife.
, then no-deal, to acquire Twitter; before the revelation he fathered twins with an executive at his brain-interface startup Neuralink; before SpaceX fired employees who called him “a frequent source of distraction and embarrassment”; before his daughter changed her name and legal gender after his history of mocking pronouns; before an article said SpaceX paid an employee US$250,000 to settle a claim he sexually harassed her, allegations he’s called untrue; Musk’s behavior was putting off...
“We hear from Tesla owners who will say, ‘Look, I love my vehicle, but I really wish I didn’t have to respond to my friends and family about his latest tweet,’” says Mike Dovorany, who spoke with thousands of EV owners and potential buyers during his two years working in Escalent’s automotive and mobility group.Article content
But after making Tesla and himself so synonymous with one another, Musk has waded into political conflicts, attempted to buy one of the world’s most influential social media platforms and struggled to bat back unflattering coverage of his personal life, putting the company’s increasingly valuable brand at risk.
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