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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.

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Tesla shares tumble ahead of first-quarter earnings report

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Tesla shares tumble ahead of first-quarter earnings report

SpaceX CEO Elon Musk attends a cabinet meeting held by U.S. President Donald Trump at the White House on March 24, 2025.

Win McNamee | Getty Images

Tesla shares fell almost 6% on Monday, a day ahead of the electric vehicle company’s first-quarter earnings report, as analysts fret over “ongoing brand erosion.”

The stock closed at $227.50 leaving it less than $6 above its low for the year on April 8. The shares are now down 44% for the year after wrapping up their worst quarter since 2022 in March. It’s the 12th time this year the stock has dropped by at least 5% in a single session.

CEO Elon Musk’s many distractions outside of Tesla, especially his role within the Trump administration, are in focus, along with the company’s progress on a long-delayed robotaxi and self-driving technology for its existing cars.

In the online forum that Tesla uses to solicit investor inquiries in advance of its earnings calls, more than 300 questions were submitted pertaining to Tesla’s self-driving systems, around 200 came in about the company’s Optimus humanoid robots in development, and more than 160 questions poured in about Musk individually. One investor asked, “What steps has the board of directors taken to mitigate the brand damage caused by Elon’s political activities?”

After spending $290 million to help return Trump to the White House, Musk is now leading an initiative to slash tens of thousands of federal jobs, sell off or end leases for federal office buildings, and reduce U.S. government capacity.

Musk’s politics and antics have elicited a massive backlash in Europe and parts of the U.S. This year, the company has been hit with waves of protests, boycotts and some criminal activity that targeted Tesla vehicles and facilities in response to Musk.

Earlier this month, Tesla reported 336,681 vehicle deliveries in the first quarter, a 13% decline from the same period a year earlier.

Tesla Q1 deliveries worse than expected

The company is expected to report revenue of $21.24 billion for the first quarter, according to LSEG, which would mark a slight drop from the same period last year. Analysts expect earnings per share of 40 cents. Investors will be paying particularly close attention to any commentary about Trump’s widespread tariffs and the potential impact on revenue and earnings as the year progresses.

Oppenheimer analysts wrote in a note out Monday that “ongoing brand erosion” for Tesla in the U.S. and Europe is weighing on sales already, but a “bigger issue for the company is potential weakness in China demand and margin impact due to the Trump tariffs.”

They wrote that competition in China, coupled with “nationalistic” consumer trends there, could “drive sales toward domestic brands.” Tesla would then have to export more of its China-made cars, which could lead to “downward pressure on pricing,” the Oppenheimer analysts said.

Caliber, a research firm that tracks how U.S. consumer sentiment is shifting around major brands, found that only 27% of its survey respondents in March would consider purchasing a Tesla, compared to 46% in January 2022.

Wedbush Securities analyst Dan Ives, a longtime Tesla bull, is hoping for a “turnaround vision” from Musk on Tuesday’s earnings call.

“Tesla has now unfortunately become a political symbol globally of the Trump Administration/DOGE,” he wrote, noting that “Tesla’s stock has been crushed since Trump stepped back into the White House.”

Ives estimated 15% to 20% “permanent demand destruction for future Tesla buyers due to the brand damage Musk has created” by working for Trump.

Late last week, Barclays maintained the equivalent of a sell rating and slashed its price target on Tesla to $275 from $325, citing a “confusing set-up” on the first-quarter with “weak fundamentals.” The firm said it could see a positive reaction if Musk is more focused on his automaker, and depending on what the company discloses about an anticipated “FSD event,” referring to Tesla’s Full Self-Driving offering.

Tesla said in announcing its reporting date that, in addition to earnings, it will provide a “live company update,” language the company hasn’t typically used in disclosures.

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Google says DOJ’s proposal for breakup would harm U.S. in ‘global race with China’

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Google says DOJ's proposal for breakup would harm U.S. in 'global race with China'

CEO of Alphabet and Google Sundar Pichai meets Polish Prime Minister at the Chancellery in Warsaw, Poland on March 29, 2022.

Mateusz Wlodarczyk | Nurphoto | Getty Images

As Google heads back to the courtroom Monday, the company is arguing that the U.S. needs the company in its full form to take on chief adversary China and uphold national security in the process.

The remedies trial in Washington, D.C., follows a judge’s ruling in August that Google has held a monopoly in its core market of internet search, the most-significant antitrust ruling in the tech industry since the case against Microsoft more than 20 years ago.

The Justice Department has called for Google to divest its Chrome browser unit and open its search data to rivals. Google said in a blog post on Monday that such a move is not in the best interest of the country as the global battle for supremacy in artificial intelligence rapidly intensifies. In the first paragraph of the post, Google named China’s DeepSeek as an emerging AI competitor.

The DOJ’s proposal would “hamstring how we develop AI, and have a government-appointed committee regulate the design and development of our products,” Lee-Anne Mulholland, Google’s vice president of regulatory affairs, wrote in the post. “That would hold back American innovation at a critical juncture. We’re in a fiercely competitive global race with China for the next generation of technology leadership, and Google is at the forefront of American companies making scientific and technological breakthroughs.”

Google is one of a number of U.S. tech companies trying to fend off the Trump administration’s antirust pursuits, most of which is held over from the Biden administration. Google lost a separate antitrust case last week, when a federal judge ruled Thursday that Google held illegal monopolies in online advertising markets due to its position between ad buyers and sellers.

Meta is currently in court against the Federal Trade Commission, which has alleged that the company monopolizes the social networking market and shouldn’t have been able to acquire Instagram and WhatsApp. Amazon also faces an FTC lawsuit for allegedly maintaining an illegal monopoly. And beyond antitrust, Trump’s FTC on Monday sued Uber, accusing the ride-hailing company of deceptive billing and cancellation practices tied to its subscription service.

It’s the type of enforcement actions the tech industry was hoping to avoid when President Trump took office in January. Google, Meta, Amazon and Uber — and top executives from some — publicly donated to Trump’s inaugural fund, part of a widespread corporate effort to cozy up to the incoming administration.

Fmr. DOJ antitrust chief: Antitrust enforcement is most important in times of tech inflection points

For Google, the search remedies trial will determine the consequences of the guilty verdict from August. The three-week trial will end on May 9. Judge Amit Mehta is expected to make his ruling in August, at which point Google plans to file an appeal.

“At trial we will show how DOJ’s unprecedented proposals go miles beyond the Court’s decision, and would hurt America’s consumers, economy, and technological leadership,” Mulholland wrote.

Google plans to argue that Chrome provides freedom. The browser helps people access the web, and its open source code is used by other companies. One of the DOJ’s proposals is that Google open its search data, such as search queries, clicks and results to other companies.

That would “introduce not just cybersecurity and even national security risks, but also increase the cost of your devices,” Google said.

A central part of Google”s challenge is to strike a balance between being seen as essential to American innovation, but not so essential that other companies can’t compete, particularly when it comes to AI.

Google will likely tout how it’s fueled AI innovation for years and will point to the “Transformers” research paper, which provided technical architecture used in AI chatbots like OpenAI’s ChatGPT, Perplexity and Anthropic.

The DOJ has said that in search, “Google’s agreements continue to insulate Google’s monopoly.” The department plans to bring testimony from Nick Turley, ChatGPT’s head of product, and Perplexity Chief Business Officer Dmitry Shevelenko.

In a blog post on Monday, Perplexity said that “the remedy isn’t breakup,” but rather that consumers should have more choice. The company said phone makers should be able to offer their customers an assortment of search options “without fearing financial penalties or access restrictions.”

“Consumers deserve the best products, not just the ones that pay the most for placement,” Perplexity wrote. “This is the only remedy that ensures consumer choice can determine the winners.”

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Amazon has paused some data center lease commitments, Wells Fargo says

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Amazon has paused some data center lease commitments, Wells Fargo says

Amazon CEO Andy Jassy speaks at a company event in New York on Feb. 26, 2025.

Michael Nagle | Bloomberg | Getty Images

Amazon has delayed some commitments around new data center leases, Wells Fargo analysts said Monday, the latest sign that economic concerns may be affecting tech companies’ spending plans.

A week ago, a Microsoft executive said the software company was slowing down or temporarily holding off on advancing early build-outs. Amazon Web Services and Microsoft are the leading providers of cloud infrastructure, and both have ramped up their capital expenditures in recent quarters to meet the demands of the generative artificial intelligence boom.

“Over the weekend, we heard from several industry sources that AWS has paused a portion of its leasing discussions on the colocation side (particularly international ones),” Wells Fargo analysts wrote in a note. They added that “the positioning is similar to what we’ve heard recently from MSFT,” in that both companies are reeling in some new projects but not canceling signed deals.

Tech stocks have been under pressure across the board his year as President Donald Trump’s proposals for widespread tariffs raised the prospect for dramatically higher costs on imports of equipment while also threatening to slow the economy. Cloud infrastructure providers have been aggressively announcing plans to collectively spend hundreds of billions of dollars securing Nvidia’s graphics processing units, or GPUs, and building new data centers.

That was before the announcement on tariffs earlier this month. Microsoft and Amazon both report quarterly results next week. Their stock prices were down on Monday, bringing Amazon’s decline for the year to 25% and Microsoft’s drop to 15%.

An AWS spokesperson did not immediately provide a comment. Earlier this month, Amazon CEO Andy Jassy told CNBC’s Andrew Ross Sorkin that he did not see the company cutting down on data center construction.

Wells Fargo has a hold rating on Amazon shares.

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