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The 2025 version of the Axios Harris poll of brand reputation is out, and it shows a sharp decline in the reputation of Tesla and other Elon Musk-related brands, putting them among the lowest-ranked brands in America, largely due to the toxicity of Musk himself.

The Axios Harris Poll 100 ranks brand reputation of America’s 100 most visible companies, and asks a sample of thousands of Americans how they feel about each brand.

The survey is a collaboration between Axios and Harris that has been going on since 2019, though is based on 20 years of similar Harris Poll research before then, starting in 1999. It has developed its own reputation as a reliable way to take temperature of the American public’s opinion on various high profile brands.

It’s conducted through multiple samples of thousands of Americans, asking them what the most high-profile brands are, how familiar they are with those brands, and their opinions of those brands.

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Tesla has been ranked in the survey many times over the years, with varying results. In the first poll in 2019, it ranked 42nd, with a brand score of 75.4 out of 100.

But Tesla rose from there, ranking 18th in 2020 and reaching a high-water mark as the 8th most trusted brand in America in 2021, with a reputation score of 80.2 out of 100.

Since then, the company’s shine has started to tarnish, and it has been dropping in the rankings. 2022 saw a slight dip to #12 and a score of 79.5, but in 2023 Tesla took a huge hit, dropping a whopping 50 places in the rankings. Axios titled the poll the “year of the tarnished titans” partially due to Tesla’s huge drop.

But the drop didn’t stop there, as Tesla dropped another position in 2024, down to #63, but with a brand score that would still at least be a barely-passing grade (for a lenient teacher), at 72.5 out of 100.

But this year’s poll shows that things just continue to get worse, and in fact, the reputation damage is accelerating.

In 2025, Tesla dropped another 32 places into 95th place, and down to a brand score of 61.3, a huge numerical drop in both position and brand score.

The only companies ranked worse are:

#96 Wells Fargo – which defrauded its customers and was fined ~$3 billion for it. Incidentally, the fraud was uncovered by the Consumer Financial Protection Bureau, a government organization which Elon Musk is trying to dismantle.

#97 Meta (Facebook) – This feels self-explanatory, but just about everyone is unhappy with Facebook, for reasons with varying levels of rationality behind them.

#98 Twitter – Also run by Elon Musk, which has been flooded with Nazi rhetoric and disinformation after he wasted $44 billion and most of his time on it (though it consistently ranked poorly even before Musk’s takeover0.

#99 The Trump Organization – I mean, it has the name of the highest-profile traitor to America right there in the name.

#100 Spirit Airlines – The “most hated airline in America,” butt of innumerable jokes, with generally low levels of service.

SpaceX, the third company run by Musk on the list, also earned a low reputation score, ranking 86th with a score of 66.4.

Notably, there are several companies with bad reputations ranked above Tesla, many of which have had high-profile scandals either recently or that still loom large in the public consciousness.

For example, those in the title of this article: BP, which presided over the Deepwater Horizon oil spill; UnitedHealth, which is currently imploding and whose former CEO was recently murdered in broad daylight and lots of people kind of didn’t seem to mind it; and Temu, which has faced data privacy lawsuits and is the butt of many jokes for selling low quality products, on top of general anti-China sentiment.

For a few other names, another Chinese app, TikTok, is also ranked above Tesla. As is Fox Corporation, one of the largest purveyors of misinformation and causes of the political division we see in America today. And finally, Boeing, which spent last year wracked by scandals, yet is 7 places above Tesla on this year’s list.

Meanwhile, every other automaker on the list ranked higher than Tesla by at least 35 places (Ford, #60).

Electrek’s Take

So, the news is quite bad for Tesla. But why is Tesla ranked so low?

Well, as you may have divined from our repeated mention of a certain name, the primary reason is Tesla CEO Elon Musk.

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.

Musk has presided over an incredible amount of brand damage to Tesla, with the company ranking the lowest of any US EV brand in a recent survey. This negative perception seems to apply to pretty much any question asked about the brand, including its standout Supercharger network, which suggests that the reason isn’t anything to do with Tesla’s products.

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.

Musk’s high-profile political advocacy, which has included support for German neo-Nazis and agreeing with a defense of Hitler’s actions in the Holocaust, among many other white supremacist statements, has driven protests against the companyembarrassed owners and pushed many customers away. The first round of the poll started on Jan 22, which means it captured the period after Musk did two back-to-back Nazi salutes in public.

Beyond politics, Musk’s leadership (or lack thereof) has also resulted in Tesla putting all of its effort into products that either don’t work or don’t sell, instead of focusing on Tesla’s strengths like its cost advantages and Supercharger network.

So, once again, this report shows the effect of the constant drumbeat of bad Tesla business moves and horrendous public behavior by the company’s CEO.

Indeed, it seems like the legend of the “Tesla killer” finally came true – and it’s Elon Musk.

The company’s employees, for the most part, are still working to succesfully 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).

Unfortunately, Tesla’s board seems content to destroy the company, and its shareholders do too, as they voted again last year to give Musk $55 billion in exchange for his bad leadership, an award that is greater than the total amount of profits Tesla has made over its entire lifetime.

That pay package was stopped by a court for violating corporate law, but Musk has spent his political influence getting Texas to rewrite its business laws to disadvantage shareholders and benefit Musk personally – even as Texas continues to block Tesla from selling cars in the state Musk unwisely moved its headquarters to.

We’re not sure what’s going to make Tesla’s board (which have been dumping TSLA stock like mad) or shareholders 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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Rivian is working on a steer-by-wire system – and rear wheel steering (updated)

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Rivian is working on a steer-by-wire system - and rear wheel steering (updated)

Rivian has posted a job listing for a steering engineer, specifically mentioning work on a future steer-by-wire system for the company.

Update, Aug 11: Rivian has now specifically mentioned rear-wheel steering in a job posting.

Steer-by-wire is an automotive concept that has been around for a long time, but hasn’t yet reached mass adoption. The idea is to replace (or supplement) mechanical linkages between the steering wheel and the wheels with electronic actuators instead.

There are a number of potential benefits to this, like allowing more customizability or adaptability to a steering system, reducing mechanical complexity, or adding speed-sensitive variable steering ratios.

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Although there are also disadvantages, like a reduction in steering feel (although, since most cars are moving to electronic power steering, that was already gone anyway).

But few cars have implemented steer-by-wire systems, or at least not fully committed to them, given that mechanical steering racks are a relatively solved problem and the general inertia of the car industry which would rather stick with a solution they know than switch to something better (haven’t we here, at this EV publication, heard *that* one before…). There’s also the matter of regulations, which have often been written to require mechanical steering systems, and may need updating to allow for steer by wire.

But, steer by wire made it into mass production with the release of the Tesla Cybertruck. This was big news when Tesla committed to this – at the time, it was the only thing on the road to exclusively use a steer by wire system, though there are other cars with partial steer by wire (for example, mechanical front wheel steering, and steer by wire rear-wheel steering).

But it seems to have opened the floodgates, as a number of other companies are working on or have since released steer by wire systems (Lexus, for example).

And now, it looks like Rivian is one of those companies – though we don’t know if it’s for the front or rear. (Update: Well, now we know, it looks like they are at the very least developing a rear-wheel steering system, according to another job listing. Though the company might still be working on steer-by-wire for the whole vehicle, too)

The company posted a job listing for “Sr. Staff Technical Program Manager, Steering Actuator System,” based at its Irvine, CA headquarters (spotted by Rivianforums). This wouldn’t be so exceptional, except that the job posting also specifically points out that “you’ll have full cradle-to-grave ownership of the SBW subsystem.”

So – we know they’re working on steer by wire, to some extent.

But a few other EVs, particularly large EVs like the Rivian R1 platform is, use steer by wire just for the rear wheels – for example the Hummer EV and Rolls-Royce Spectre. These systems are particularly helpful for giant vehicles, because it allows them to be more nimble and make turns that otherwise would require a lot more… negotiation in a giant land yacht.

So it’s possible that Rivian is only working on rear wheel steer by wire here, but we’d like to think there’s a chance it’s working on steer by wire for the full vehicle.

We also don’t know if this would show up on all of Rivian’s vehicles, or only on certain models – the R2 and R3 are in development, with R2 in pretty late stages, and the R1 just got a big refresh. But, perhaps even more interestingly (and very speculatively), VW has invested heavily in Rivian for technology help, so we wonder if we might end up seeing this in VW group vehicles, or Scout vehicles eventually…


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BMW isn’t wasting any time discounting its new 2026 EVs

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BMW isn't wasting any time discounting its new 2026 EVs

Automakers are scrambling to push their EVs out the door before the $7,500 Federal tax incentive for EVs disappears — and BMW is no different, offering aggressive cash back, owner loyalty, and special financing rates on its just-released 2026 model year EVs.

BMW has a history of offering solid loyalty incentive programs on its EVs in early summer to clear the tail-end of the model year and make room for the incoming builds, but CarsDirect is reporting some unusual loyalty deals from the brand that seem to suggest BMW is keen to capitalize on a spike in EV sales ahead of the Federal tax incentive’s looming cancellation in September.

BMW dealers now have the choice of adding an additional $1,000 loyalty contribution on select 2026 EVs. The i5 and i7 are offered with $1,000 and $4,000 loyalty bonuses, respectively, meaning if you drive a BMW and your dealer opts to tack on the extra bonus, you could save $5,000 on a 2026 i7. These loyalty programs are good when buying or leasing.

There’s also a $1,000 conquest bonus available for drivers of eligible EVs and PHEVs from other brands. This program is stackable with other offers.

CARSDIRECT

Like other EV brands offering huge lease incentives, BMW customers will see the largest rebates on new BMWs when leasing. Now through September 30th, 2026 BMW i5, i7, and iX models are available with a stout $9,900 lease credit, while the bigger BMW XM comes in with a slightly lower, but still substantial $7,500 lease incentive.

Big deals on big BMW i7 sedan


BMW-suspension-1
BMW i7, via BMW.

People who prefer to own their vehicles once the payments are up can still score a great deal on an objectively excellent 2026 BMW i7 luxo-cruiser, thanks to the previously mentioned loyalty bonus if they’re previous customers plus a $7,500 Loan Credit that anyone can get when financing their new i7 with the brand’s captive financing company. BMW Bank offers financing rates as low a 3.99% for up to 60 months on the 2026 i5 and i7 sedans, as well as the iX crossover, as well as 4.99% APR 60-month rate on the high-performance XM plug-in hybrid.

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The BMW iX, of course, snatched the top spot in J.D. Power’s EV Satisfaction Survey last year, having taken the crown from its BMW i4 stablemate. You can find out what’s behind that score here, or experience it for yourself at a local BMW dealer near you. Click the link(s) below to get a uniquely tailored offer on the exact BMW you want (trusted affiliate links).

SOURCES: CarsDirect, J.D. Power; images via BMW.


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Prologis set to generate a MASSIVE 82 MW of energy with rooftop solar

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Prologis set to generate a MASSIVE 82 MW of energy with rooftop solar

This week, industrial real estate giant Prologis flipped the switch on a rooftop solar project at one of its Franklin Park, Illinois warehouses — the first of 45 such rooftop installations the company plans to deploy in the next two years. Once finished, Prologis’ community solar project will generate up to 82 MW of clean energy!

Co-developed with Illinois utility ComEd and SunVest Solar, the independent power producer, the new rooftop community solar installation in Franklin Park sits atop a 195,000 sq. ft. Prologis logistics center serving a number of local and regional businesses.

Prologis will own and operate the 1.56 MW community solar project, and the energy it generates will serve mostly residential customers, with the minority of the community solar credits created benefiting local businesses.

We’re proud to join ComEd to officially launch this project, the first of many community solar projects that our energy team is deploying across our Illinois rooftops,” explains Carter Andrus, Prologis’ Chief Operating Officer. “Illinois is one of the fastest-growing solar markets in the country, and we’re excited to help lead its momentum. For us, this is about more than solar panels … it’s about using our scale to make a real difference in the communities where we operate and bring the benefits of clean energy to more people across Illinois.”

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Collaborative effort


ComEd, Prologis, and Sunvest executives; via ComEd.

Prologis is deeply invested in a number of distributer energy resources (DER), including rooftop solar, battery energy storage, and OnDemand Power, a scalable, portable microgrid and power management solution (read: software) designed to provide resilient, backup, and dispatchable energy where and when it is needed across the company’s global portfolio.

“As we continue to support the expansion of solar across northern Illinois, new and planned Prologis rooftop solar sites promise to provide northern Illinois customers additional options for lowering their energy costs via renewable energy connected to the grid,” offers Gil Quiniones, President and CEO of ComEd. “With dozens of additional projects in the pipeline, we are seeing the effect of the pro-solar incentives put in place by Governor JB Pritzker’s administration and how they support a cleaner, more equitable energy future in our state.”

With nearly 800 MWs of rooftop solar and energy storage already deployed and 82 more coming from Northern Illinois alone, Prologis is on track to reach its goal of 1 gigawatt by end of 2025. (!)

SOURCE | IMAGES: ComEd, Sunvest.


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