Can Tesla's reputation be saved? A crisis management expert weighs in.

Key Points

  • Tesla's stock has been declining since the start of the year due to sales drops in key markets like Europe, China, and the US.
  • Elon Musk's political affiliations and actions have led to protests and vandalism against Tesla, damaging the brand's image.
  • Crisis management expert Eric Dezenhall discusses the challenges of managing a consumer brand like Tesla when its CEO is a politically divisive figure.
  • Musk's continued political involvement could hinder Tesla's recovery unless the company introduces significantly superior products.

Summary

Tesla, once a symbol of progressive environmentalism, is currently facing a significant public relations crisis. The company's stock has been on a downward trend since the beginning of the year, exacerbated by declining sales in major markets like Europe, China, and the US. CEO Elon Musk's political affiliations, particularly his closeness to President Trump and right-wing European politicians, have sparked protests and acts of vandalism against Tesla showrooms and vehicles. This situation has been highlighted by a recent protest in front of a Tesla dealership in New York City. Crisis management expert Eric Dezenhall, in a conversation with Yahoo Finance, emphasized the difficulty of maintaining a consumer brand's appeal when its leader is politically divisive. He suggests that Tesla's image as an eco-friendly "badge" product has been tarnished, drawing parallels with Bud Light's recent brand identity crisis. Dezenhall advises that for Tesla to recover, Musk might need to step back from politics and focus on business, although he acknowledges the challenge in advising figures like Musk who often defy conventional norms. The board's role in managing this crisis also comes under scrutiny, with suggestions that they might be too deferential to Musk's leadership.

yahoo
March 26, 2025
Stocks
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