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New Tesla cars are displayed at a Tesla dealership on December 20, 2024 in Corte Madera, California. 

Justin Sullivan | Getty Images

The value of Tesla’s brand fell by 26% in 2024, a second straight annual decline, with factors including an aging lineup of vehicles, and CEO Elon Musk’s “antagonism,” according to research and consulting firm Brand Finance.

Tesla’s brand value now stands at an estimated $43 billion, down from $58.3 billion at the beginning of 2024 and $66.2 billion at the start of 2023, the firm said in its annual ranking. Toyota is the most valuable brand in autos at $64.7 billion, with Mercedes close behind at $53 billion, the researchers found.

Brand Finance, based in London, conducts comprehensive consumer surveys and analyzes thousands of companies’ financials, looking at revenue, licensing agreements, margins and more, to estimate the monetary value of brands. The assessments include corporate brands and the sub-brands associated with individual product lines.

As part of the firm’s ranking this year, Brand Finance analyzed answers from about 175,000 survey respondents worldwide, including about 16,000 people who shared their views on Tesla.

The results show that the way consumers view Tesla is very different from Wall Street’s assessment.

Tesla’s stock price soared 63% last year, reaching a record in December, after investors snapped up the shares following Donald Trump’s election victory the prior month. Musk contributed $277 million to help propel Trump and other Republican candidates to victory, and is poised to wield influence in the administration to the benefit of his companies.

When it comes to the broader public, Brand Finance CEO David Haigh says that Musk’s political rhetoric and public persona has its downsides.

“There are people who think he’s wonderful, but many that don’t,” Haigh said. “If you are buying electric vehicles, his persona is highly likely to impact your view of whether or not you want to buy one of his company’s cars, but that’s only one of many factors.”

On key measures like “consideration,” “reputation” and “recommendation,” Tesla’s scores declined across the board in major markets where it operates factories and sells its cars — the U.S., Europe and Asia, Brand Finance found.

Elon Musk walks on Capitol Hill on the day of a meeting with Senate Republican Leader-elect John Thune (R-SD), in Washington, U.S. December 5, 2024. 

Benoit Tessier | Reuters

A consideration score shows whether people would consider buying from a brand. A reputation score shows how highly respondents regard a brand on average on a scale from 1 to 10. And a recommendation score indicates whether or not people are likely to speak favorably about a brand.

Tesla saw significant declines in its scores in Europe, where its consideration score dropped from 21% to 16% on average from 2024 to 2025.

Competitors Mercedes and BYD beat Tesla especially on consideration and recommendation scores outside the U.S.

Tesla maintained a high loyalty score of 90% in the U.S., however. That means customers who already owned a Tesla vehicle were likely to keep driving it over the next 12 months. But Tesla’s recommendation score in the U.S. dropped from 8.2 out of 10 to 4.3.

Haigh said Tesla’s declining scores and brand value are a sign that the company’s “pulling power is weakening.” There’s a risk, he said, that “Tesla won’t be able to sell so many products, and it won’t be able to sell at such high prices as it did before.”

There were troubling signs already. Tesla’s deliveries for 2024 declined by about 1% to 1.79 million, even though demand for battery electric vehicles increased worldwide. In the U.S. Tesla’s, market share in EVs dropped to 49% from 55% a year earlier, according to data from Cox Automotive. 

Tesla’s brand strength index score, according to Brand Finance, has also dipped from just over 80 to just under 65. The score indicates how well a brand is doing compared to competitors on intangible measures.

“Unless Tesla can come up with a whole range of new products that will really excite consumers, and unless they can mitigate some of the antagonism caused by their leader, they will be seen as past their peak and will begin to go down,” Haigh said.

Measuring Musk

Musk hasn’t limited his political activity to the U.S. He has reportedly been in regular contact with with Russian leader Vladimir Putin, has praised and worked with Italy’s Giorgia Meloni, Brazil’s Jair Bolsonaro and Argentina’s Javier Milei and made public appearances with Israel’s Benjamin Netanyahu.

He recently endorsed Germany’s far-right Alternative for Germany (AfD) party, and pressured British officials to release anti-immigrant Tommy Robinson, a convicted fraudster with a violent criminal record, from prison.

On Monday, during his public remarks after Trump’s inauguration, Musk repeatedly used a gesture that historian Ruth Ben-Ghiat, whose work focuses on fascism, described as “a Nazi salute and a very belligerent one.” Musk didn’t respond to requests for comment.

When it comes to consumer attitudes, “There’ll be a small number that say, I really don’t care what they do. I just want their product,” said Haigh. “There are other gradations of people who care, right through to those who say, I’m not touching that product on principle.”

Tesla is unique in the tight association between the company’s brand and its leader.

With Tesla, “It is very clear who the CEO is, that this person is in charge and their behavior will impact the company’s reputation,” Haigh said.

Issue if X 'artificially' boosts German far-right AfD party's content: Bruegel

Brand Finance also evaluated other Musk-led brands, including X, aerospace and defense contractor SpaceX and, for the first time, SpaceX’s Starlink satellite internet business.

The overall brand value of X dropped 26% to $498 million from $673 million, the firm estimated. Simple awareness of the X brand dropped from 2022, when the company was still known as Twitter, from 94% to 78% today on an international level. Before Musk took over and renamed it, Twitter had a brand value of $5.7 billion in 2022.

The name change drove part of the overall decline, according to Brand Finance, but so did the loss of users, advertisers and ad revenue.

“Twitter was very well known, very well-liked and attracted a lot of advertising,” Haigh said. “Overnight, when he changed it to X, according to our data, that reduced the value by about 75%. It went right down and has continued to go down.”

For SpaceX, which Brand Finance began to assess at the start of 2024, the company’s brand value has increased 11% to $3.8 billion. About 45% of people in the U.S. who responded to the survey were familiar with SpaceX, a high ranking for an aerospace and defense company.

The Starlink brand, calculated separately from SpaceX, is valued at $2.4 billion, the firm found. That number is expected to increase as the company continues to add new users and show consistently higher revenue from monthly subscribers.

Brand Finance will publish its Global 500 2025 study of the world’s most valuable brands on Tuesday at Davos.

WATCH: Why Bank of America downgraded Tesla

Tesla: Here's why Bank of America downgraded the stock to neutral

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Ether and related stocks gain amid the latest crypto craze: Tokenization

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Ether and related stocks gain amid the latest crypto craze: Tokenization

A representation of cryptocurrency Ethereum is placed on a PC motherboard in this illustration taken on June 16, 2023.

Dado Ruvic | Reuters

Stocks tied to the price of ether, better known as ETH, were higher on Wednesday, reflecting renewed enthusiasm for the crypto asset amid a surge of interest in stablecoins and tokenization.

BitMine Immersion Technologies, a bitcoin miner that announced plans this week to make ETH its primary treasury reserve asset, jumped about 20%. It’s gained more than 1,000% since the announcement. Betting platform SharpLink Gaming, which has also initiated an ETH treasury strategy, added more than 11%. Bit Digital, which last week exited bitcoin mining to focus on its ETH treasury and staking plans, jumped more than 6%.

“We’re finally at the point where real use cases are emerging, and stablecoins have been the first version of that at scale but they’re going to open the door to a much bigger story around tokenizing other assets and using digital assets in new ways,” Devin Ryan, head of financial technology research at Citizens.

On Tuesday, as bitcoin ETFs snapped a 15-day streak of inflows, ether ETFs saw $40 million in inflows led by BlackRock’s iShares Ethereum Trust. ETH ETFs came back to life in June after much concern that they were becoming zombie funds.

The price of the coin itself was last higher by 5%, according to Coin Metrics, though it’s still down 24% this year.

Ethereum has been struggling with an identity crisis fueled by uncertainty about the network’s value proposition, weaker revenue since its last big technical upgrade and increasing competition from Solana. Market volatility, driven by geopolitical uncertainty this year, has not helped.

The Ethereum network’s smart contracts capability makes it a prominent platform for the tokenization of traditional assets, which includes U.S. dollar-pegged stablecoins. Fundstrat’s Tom Lee this week called Ethereum “the backbone and architecture” of stablecoins. Both Tether (USDT) and Circle‘s USD Coin (USDC) are issued on the network.

Fundstrat's Tom Lee on being named chairman of BitMine Immersion Technologies

BlackRock’s tokenized money market fund (known as BUIDL, which stands for USD Institutional Digital Liquidity Fund) also launched on Ethereum last year before expanding to other blockchain networks.

Tokenization is the process of issuing digital representations on a blockchain network of publicly traded securities, real world assets or any other form of value. Holders of tokenized assets don’t have outright ownership of the assets themselves.

The latest wave of interest in ETH-related assets follows an announcement by Robinhood this week that it will enable trading of tokenized U.S. stocks and ETFs across Europe, after a groundswell of interest in stablecoins throughout June following Circle’s IPO and the Senate passage of its proposed stablecoin bill, the GENIUS Act.

Ether, which turns 10 years old at the end of July, is sitting about 75% off its all-time high.

Don’t miss these cryptocurrency insights from CNBC Pro:

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China’s Honor launches new challenge to Samsung with thin foldable smartphone and a big battery

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China's Honor launches new challenge to Samsung with thin foldable smartphone and a big battery

Honor launched the Honor Magic V5 on Wednesday July 2, as it looks to challenge Samsung in the foldable space.

Honor

Honor on Wednesday touted the slimness and battery capacity of its newly launched thin foldable phone, as it lays down a fresh challenge to market leader Samsung.

The Honor Magic V5 goes will initially go on sale in China, but the Chinese tech firm will likely bring the device to international markets later this year.

The company, which spun off from Chinese tech giant Huawei in 2020, is looking to stand out from rivals with key features of the Magic V5, like artificial intelligence, battery and size.

Honor said the Magic V5 is 8.8 mm to 9mm when folded, depending on the color choice. The phone’s predecessor, the Magic V3 — Honor skipped the Magic V4 name — was 9.2 mm when folded. Honor said the Magic V5 weighs 217 grams to 222 grams, again, depending on the color model. The previous version was 226 grams.

In China, Honor will launch a special 1 terabyte storage size version of the Magic V5, which it says will have a battery capacity of more than 6000 milliampere-hour — among the highest for foldable phones.

Honor has tried hard to tout these features, as competition in foldables ramps up, even as these types of devices have a very small share of the overall smartphone market.

Honor vs. Samsung

Foldables represented less than 2% of the overall smartphone market in 2024, according to International Data Corporation. Samsung was the biggest player with 34% market share followed by Huawei with just under 24%, IDC added. Honor took the fourth spot with a nearly 11% share.

Honor is looking to get a head start on Samsung, which has its own foldable launch next week on July 9.

Francisco Jeronimo, a vice president at the International Data Corporation, said the Magic V5 is a strong offering from Honor.

“This is the dream foldable smartphone that any user who is interested in this category will think of,” Jeronimo told CNBC, pointing to features such as the battery.

“This phone continues to push the bar forward, and it will challenge Samsung as they are about to launch their seventh generation of foldable phones,” he added.

The thinness of a foldable phone has become a battleground for smartphone makers to appeal to consumers who want the large screen size the device has to offer without extra weight.

At its event next week, Samsung is expected to release a foldable that is thinner than its predecessor and could come close to challenging Honor’s offering by way of size, analysts said. If that happens, then Honor will be facing more competition, especially against Samsung, which has a bigger global footprint.

“The biggest challenge for Honor is the brand equity and distribution reach vs Samsung, where the Korean vendor has the edge,” Neil Shah, co-founder of Counterpoint Research, told CNBC.

Honor’s push into international markets beyond China is still fairly young, with the company looking to build up its brand.

“Further, if Samsung catches up with a thinner form-factor in upcoming iterations, as it has been the real pioneer in foldables with its vertical integration expertise from displays to batteries, the differentiating factor might narrow for Honor,” Shah added.

Vertical integration refers to when a company owns several parts of a product’s supply chain. Samsung has a display and battery business which provides the components for its foldables.

Honor talks up AI

Smartphone players, including Honor, have also looked to stand out via the AI features available on their device.

In March, Honor pledged a $10 billion investment in AI over the next five years, with part of that going toward the development of next-generation agents that are seen as more advanced personal assistants.

Honor said its AI assistant Yoyo can interact with other AI models, such as those created by DeepSeek and Alibaba in China, to create presentation decks.

The company also flagged its AI agent can hail a taxi ride across multiple apps in China, automatically accepting the quickest ride to arrive? and cancelling the rest.

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AI virtual personality YouTubers, or ‘VTubers,’ are earning millions

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AI virtual personality YouTubers, or ‘VTubers,’ are earning millions

One of the most popular gaming YouTubers is named Bloo, and has bright blue wavy hair and dark blue eyes. But he isn’t a human — he’s a fully virtual personality powered by artificial intelligence.

“I’m here to keep my millions of viewers worldwide entertained and coming back for more,” said Bloo in an interview with CNBC. “I’m all about good vibes and engaging content. I’m built by humans, but boosted by AI.”

Bloo is a virtual YouTuber, or VTuber, who has built a massive following of 2.5 million subscribers and more than 700 million views through videos of him playing popular games like Grand Theft Auto, Roblox and Minecraft. VTubers first gained traction in Japan in the 2010s. Now, advances in AI are making it easier than ever to create VTubers, fueling a new wave of virtual creators on YouTube.

The virtual character – whose bright colors and 3D physique look like something out of a Pixar film or the video game Fortnite – was created by Jordi van den Bussche, a long time YouTuber also known as kwebbelkop. Van den Bussche created Bloo after finding himself unable to keep up with the demands of content creation. The work no longer matched the output.

“Turns out, the flaw in this equation is the human, so we need to somehow remove the human,” said van den Bussche, a 29-year old from Amsterdam, in an interview. “The only logical way was to replace the human with either a photorealistic person or a cartoon. The VTuber was the only option, and that’s where Bloo came from.”

Jordi Van Den Bussche, YouTuber known as Kwebbelkop.

Courtesy: Jordi Van Den Bussche

Bloo has already generated more than seven figures in revenue, according to van den Bussche. Many VTubers like Bloo are “puppeteered,” meaning a human controls the character’s voice and movements in real time using motion capture or face-tracking technology. Everything else, from video thumbnails to voice dubbing in other languages, is handled by AI technology from ElevenLabs, OpenAI’s ChatGPT, Google’s Gemini and Anthropic’s Claude. Van den Bussche’s long-term goal is for Bloo’s entire personality and content creation process to be run by AI.

Van den Bussche has already tested fully AI-generated videos on Bloo’s channel, but says the results have not yet been promising. The content doesn’t perform as well because the AI still lacks the intuition and creative instincts of a human, he said. 

“When AI can do it better, faster or cheaper than humans, that’s when we’ll start using it permanently,” van den Bussche said.

The technology might not be far away.

Startup Hedra offers a product that uses AI technology to generate videos that are up to five minutes long. It raised $32 million in a funding round in May led by Andreessen Horowitz’s Infrastructure fund.

Hedra’s product, Character-3, allows users to create AI-generated characters for videos and can add dialogue and other characteristics. CEO Michael Lingelbach told CNBC Hedra is working on a product that will allow users to create self-sustaining, fully-automated characters.

Hedra’s product Character-3 allows users to make figures powered by AI that can be animated in real-time.

Hedra

“We’re doing a lot of research accelerating models like Character-3 to real time, and that’s going to be a really good fit for VTubers,” Lingelbach said. 

Character-3’s technology is already being used by a growing number of creators who are experimenting with new formats, and many of their projects are going viral. One of those is comedian Jon Lajoie’s Talking Baby Podcast, which features a hyper-realistic animated baby talking into a microphone. Another is Milla Sofia, a virtual singer and artist whose AI-generated music videos attract thousands of views. 

Talking Baby Podcast

Source: Instagram | Talking Baby Podcast

These creators are using Character-3 to produce content that stands out on social media, helping them reach wide audiences without the cost and complexity of traditional production.

AI-generated video is a rapidly evolving technology that is reshaping how content is made and shared online, making it easier than ever to produce high-quality video without cameras, actors or editing software. In May, Google announced Veo 3, a tool that creates AI-generated videos with audio.

Google said it uses a subset of YouTube content to train Veo 3, CNBC reported in June. While many creators said they were unaware of the training, experts said it has the potential to create an intellectual property crisis on the platform.

Faceless AI YouTubers

Creators are increasingly finding profitable ways to capitalize on the generative AI technology ushered in by the launch of OpenAI’s ChatGPT in late 2022.

One growing trend is the rise of faceless AI channels. These are run by creators who use these tools to produce videos with artificially generated images and voiceover that can sometimes earn thousands of dollars a month without them ever appearing on camera.

“My goal is to scale up to 50 channels, though it’s getting harder because of how YouTube handles new channels and trust scores,” said GoldenHand, a Spain-based creator who declined to share his real name.

Working with a small team, GoldenHand said he publishes up to 80 videos per day across his network of channels. Some maintain a steady few thousand views per video while others might suddenly go viral and rack up millions of views, mostly to an audience of those over the age of 65.

GoldenHand said his content is audio-driven storytelling. He describes his YouTube videos as audiobooks that are paired with AI-generated images and subtitles. Everything after the initial idea is created entirely by AI.

He recently launched a new platform, TubeChef, which gives creators access to his system to automatically generate faceless AI videos starting at $18 a month.

“People think using AI means you’re less creative, but I feel more creative than ever,” he said. “Coming up with 60 to 80 viral video ideas a day is no joke. The ideation is where all the effort goes now.”

AI Slop

As AI-generated content becomes more common online, concerns about its impact are growing. Some users worry about the spread of misinformation, especially as it becomes easier to generate convincing but entirely AI-fabricated videos.

“Even if the content is informative and someone might find it entertaining or useful, I feel we are moving into a time where … you do not have a way to understand what is human made and what is not,” said Henry Ajder, founder of Latent Space Advisory, which helps business navigate the AI landscape.

Others are frustrated by the sheer volume of low-effort, AI content flooding their feeds. This kind of material is often referred to as “AI slop,” low-quality, randomly generated content made using artificial intelligence. 

Google DeepMind Veo 3.

Courtesy: Google DeepMind

“The age of slop is inevitable,” said Ajder, who is also an AI policy advisor at Meta, which owns Facebook and Instagram. “I’m not sure what we do about it.”

While it’s not new, the surge in this type of content has led to growing criticism from users who say it’s harder to find meaningful or original material, particularly on apps like TikTok, YouTube and Instagram.

“I am actually so tired of AI slop,” said one user on X. “AI images are everywhere now. There is no creativity and no effort in anything relating to art, video, or writing when using AI. It’s disappointing.”

However, the creators of this AI content tell CNBC that it comes down to supply and demand. As the AI-generated content continues to get clicks, there’s no reason to stop creating more of it, said Noah Morris, a creator with 18 faceless YouTube channels.

Some argue that AI videos still have inherent artistic value, and though it’s become much easier to create, slop-like content has always existed on the internet, Lingelbach said.

“There’s never been a barrier to people making uninteresting content,” he said. “Now there’s just more opportunity to create different kinds of uninteresting content, but also more kinds of really interesting content too.”

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