Tesla is the only EV brand with a net negative brand perception, according to the Electric Vehicle Intelligence Report – and much of the negative shift has happened in the last 6 months.
The Electric Vehicle Intelligence Report (EVIR) surveyed 8,000 US consumers to ask them questions about electric vehicle purchasing decisions, both asking about brands and finding out what they value in an EV purchase.
The most notable result of the survey is that consumers had the most negative view of Tesla – and in fact, Tesla is the only brand in the survey which received a net negative brand image.
When asked whether they have a positive or negative view of Tesla, 32% said they have a “very” or “somewhat” positive view combined, but 39% said they have a “very” or “somewhat” negative view.
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This means Tesla has a -7% net score, behind even VinFast, which has a 0% net score (mostly because most surveyed hadn’t heard of the Vietnamese brand).
As for other brands, ironically, the top-ranked EV brand was Honda, a company that only sells one full BEV in the US, the Prologue (which people like and is selling great), which it didn’t even make itself, but rather made it in partnership with GM. Chevrolet scored well also, third place overall in brand perception.
The other EV startups (Lucid, Rivian, Polestar) did tend towards the bottom of the table, but this was largely because they had comparatively lower brand awareness, and thus their net positive numbers could not have been much higher (Lucid, for example, had 9% positive and 4% negative scores). Tesla, however, had both extremely high brand awareness and negative brand association. (But you have heard of me…)
Tesla’s score gets even worse when “view intensity” is taken into account, with people 13 points more likely to have a “very negative” view than a “very positive” one.
This negative brand perception persisted through all income brackets, regions and ages, with Tesla holding last place in each category.
In every category save one, when asked whether they would consider purchasing a Tesla, the most common answer was “would never consider.”
Tesla also ranked last in a comparison of various home EV charger brands and home battery brands, with more consumers saying they “would never consider” it.
Similar numbers appeared in a question about “brand trust,” where Tesla again had negative net trust, and a much higher “distrust a lot” score than its “trust a lot” score.
Tesla performed slightly better in perceptions of safety (second last) and family-friendliness (fourth from last), but did well in perceptions of luxury, holding fifth place overall out of eighteen brands.
According to this survey, the drop in Tesla brand perception has been quite recent. EVIR asked how views of Tesla had changed over the last 6 months. 46% said their opinion hadn’t changed, but a total of 38% of people had a “more” or “much more” negative perception, versus 16% who had a “more” or “much more” positive perception.
This, again, becomes more of a severe difference when you look at the most intense answers: 27% had a “much more negative” perception, while only 6% had a “much more positive” perception – a 4.5x difference.
Overall, over the last 6 months, there was only a +1% net change in consumers positive perceptions of EVs as a whole, so this drastic recent change was limited to Tesla, not other brands.
There was one piece of good news for Tesla, though: when asked which sort of public charging equipment consumers would most prefer, Tesla came out on top… except it also came out on top of the list that consumers would least prefer.
EVIR also asked what the factors driving consumers’ interest or disinterest in purchasing an EV.
Consumers recognized the benefits of EVs, with the top factors driving EV interest being gas savings, environment/climate change, and the ability to charge at home. Consumers who were already considering buying an EV found these to be more important factors than consumers who said they aren’t thinking about an EV yet.
Unfortunately, consumers also fell victim to the myths they’ve long been told about EVs. We’ve seen for a long time that consumers claim that range is one of their main concerns with EVs, despite that there are plenty of EVs available with way more range than you actually need.
In the EVIR, consumers ranked “length of range on a battery charge” as their top concern, even though EVs on average have enough range for a full week worth of driving from the average driver.
The second and fourth concerns, “availability of charging stations” and “I couldn’t charge at my residence” are much more pertinent. While it’s common for non-EV drivers not to recognize how many chargers are available, this is an area where the EV industry could definitely improve (I’ve long been on record saying that charger availability, especially for apartment dwellers and street parkers, is the only real problem with EVs – and that solving these problems will help people recognize that giant range numbers are not as necessary as they think).
You can check out the full Electric Vehicle Intelligence Report here.
Electrek’s Take
As we’ve been warning people about for quite some time now, Tesla CEO Elon Musk is doing his best to completely destroy Tesla’s brand.
As an EV publication, we have the same mission as Tesla – to advance sustainable transport. In order for that to happen, we obviously want the (formerly) largest EV company in the world to do its job the best it can.
The problem is, Musk doesn’t have that mission, and has been doing his best over the last year(s) to ruin Tesla’s brand perception with increasingly idiotic decisions, both in terms of his public advocacy and his work within Tesla.
This report shows the effect of the constant drumbeat of bad Tesla business moves and horrendous public behavior by the company’s CEO. The company’s employees, for the most part, are still working to try to make good electric vehicles, but Musk is spending the money he made from selling EVs to try to ruin EVs – something that the company itself had to call him out on in its quarterly report (and which the formerly-more-lucid Musk would have opposed just a few years ago before he forgot how climate change works).
We’re not sure what’s going to many any of them wake up to Musk’s destruction of the company, but this report is just one more data point showing how severe the situation has gotten.
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If Mayor Adams gets his way, New York City will institute a new speed limit on electric bicycles, reducing the cap to just 15 mph (24.1 km/h) from the previous e-bike speed limit of 25 mph (40 km/h). It’s a move that is ostensibly meant to protect New Yorkers, but which experts have said will actually result in risking more lives.
It’s a prime example of doing more harm than good, says Michael Replogle, the former policy director for NYC’s Department of Transportation and an internationally recognized expert in the field of sustainable transportation.
The issue is that the reduced speed limit means that slower e-bikes will constantly come into conflict with higher speed traffic, routinely being passed by multi-ton cars and SUVs.
Despite the 25 mph (40 km/h) city-wide speed limit for cars in NYC, the de facto speed limit is really 35 mph (56 km/h), which is the speed at which traffic cameras begin to record infractions and issue citations.
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Previously, electric bicycles were permitted to travel at speeds up to 25 mph, helping them more closely match the speed of vehicular traffic and thus reduce the conflict rate between vulnerable cyclists and dangerously large and heavy vehicles. “I can tell you it feels much safer as a cyclist if you’re going close to the speed of the traffic than if you’re going half the speed of traffic,” Replogle explained.
“I strongly oppose the proposed rule to limit e-bikes to a 15 mph speed limit. It is an ill-considered idea to improve safety which will be counterproductive,” Replogle continued, according to NYC Streetsblog. “It is also likely to put New Yorkers at risk of a criminal record or entrapment in President Trump’s immigration dragnet.”
A large portion of the e-bike riders in NYC are immigrants who work as food delivery riders or bike couriers who are depended upon by thousands of New Yorkers every day.
“It’s a war on bikes, it’s a war on immigrants, and it undermines traffic safety,” Replogle added. “I think it’s Adams basically trying to mount a populist assault on cycling.”
Despite e-bike accidents being cited as the supposed reason for the city’s reduced bike speed limit, cars account for virtually all of NYC’s traffic-related injuries and deaths.
Electrek’s Take
I know this might come as a shock, but the experts here are correct and the politicians are wrong.
Reducing e-bike speed limits won’t make things safer; it’s just more likely to get people killed due to increased car crashes with cyclists.
This whole issue came about because a few pearl-clutching New Yorkers with money and power saw an e-bike whizz past them closer than they were comfortable with, and wanted it to stop. This has nothing to do with protecting people’s lives. If that were the primary goal, then they’d limit cars to 15 mph, not e-bikes. Only one of the two is a highly effective killing machine, and I’ll give you a hint – it’s not the one that weighs as much as a small child.
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The sun has set on a frantic day of scrutineering at this year’s Electrek Formula Sun Grand Prix (FSGP), as teams scramble to qualify for a spot on the starting line tomorrow morning. Electrek FSGP 2025 is shaping up to be one of the event’s most attended ever, thanks to a strong showing of first-time and returning schools. But that also means new and unproven vehicles on the track.
Today, I walked through a couple of bays and talked with a few of the teams able to spare a minute; almost all of them were debuting completely new cars that were years in the making. Building a solar car is no easy feat. It’s not just the engineering and technical know-how that’s often a hurdle for them; it’s more often monetary. However, one of the things that makes this event so special is the camaraderie and collaboration that happen behind the scenes.
Northwestern University is back with a completely new car this season, its eighth since the team’s original inception in 1997 during the GM Sunrayce days. Its motor controller, which is responsible for managing the flow of power from the batteries to the motor, was given to them by the Stanford team. Stanford had extras and could spare one for Northwestern, which needed a replacement. It doesn’t stop there. Two members of the Northwestern team (Shannon and Fiona) told me four other teams helped them with a serious tire replacement around 1 a.m. Wednesday morning, saving them from missing important parts of scrutineering.
This is also an exciting year for the West Virginia team, which is celebrating its 35th anniversary as a solar car team, making them one of the oldest teams on the track. With age comes wisdom though: WV is competing again this year with its single-occupant vehicle, Sunseeker. The team ran into issues after last year’s American Solar Challenge (ASC) cross-country event when the vehicle’s control arm, an important part of the suspension that connects the wheels to the chassis, broke. They tell me this year they’re back with a completely redesigned control arm made of both aluminum and steel. Thank you, Hayley, John, and Izzy, for taking the time to talk.
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We’re also seeing new builds this year from the University of Florida, the University of Puerto Rico, NC State, and UC Irvine. Believe it or not, the latter team has never competed in an American Solar Challenge/Formula Sun Grand Prix. This is their first year. UC Irvine doesn’t expect to be on the starting line tomorrow but hopes to be on the track soon after.
University of Puerto RicoUniversity of California Irvine
On the other hand, we have tried-and-proven cars like my personal favorite, Polytechnique Montréal’s Esteban, which undergoes minor improvements each year. I talked a little bit with this team today, and they told me the car’s motor was dropped, disassembled, and cleaned in preparation for the event. Polytechnique Montréal has passed scrutineering and will appear on the starting line tomorrow.
Polytechnique Montréal
Teams that haven’t wrapped up scrutineering in the last three days can still complete it, though doing so will eat into time on track.
You can learn more about the different classes and the specific rules here.
I’ll continue to post more updates as the event continues!
2025 Electrek FSGP schedule
The 2025 Electrek FSGP will again be held at the National Corvette Museum Motorsports Park in Bowling Green, Kentucky, which, interestingly enough, General Motors occasionally uses for Corvette testing and development. A bit of a full-circle moment being so close to the company that started it all.
The event is open to the public and FREE to attend. Come see the solar car race up close!
Racing starts on July 3 from 10am to 6pm CT and continues through July 5 from 9am to 5pm CT.
Featured image via Cora Kennedy for Electrek FSGP/ASC.
Note: The Formula Sun Grand Prix is not in any way associated or affiliated with the Formula 1 companies, FORMULA 1 racing, or the FIA Formula One World Championship.
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Tesla’s Q2 results are in, and they are way, way down from Q2 of 2024. At the same time, Nissan seems to be in serious trouble and the first-ever all-electric Dodge muscle car is getting recalled because its dumb engine noises are the wrong kind of dumb engine noises. All this and more on today’s deeply troubled episode of Quick Charge!
We’ve also got an awesome article from Micah Toll about a hitherto unexplored genre of electric lawn equipment, a $440 million mining equipment deal, and a list of incompetent, corrupt, and stupid politicians who voted away their constituents’ futures to line their pockets.
New episodes of Quick Charge are recorded, usually, Monday through Thursday (and sometimes Sunday). We’ll be posting bonus audio content from time to time as well, so be sure to follow and subscribe so you don’t miss a minute of Electrek’s high-voltage daily news.
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Got news? Let us know! Drop us a line at tips@electrek.co. You can also rate us on Apple Podcasts and Spotify, or recommend us in Overcast to help more people discover the show.
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