Tesla consistently led in brand loyalty. Then Elon Musk ‘got political’
Tesla’s brand loyalty levels dropped from the best in the industry to fairly middling results, according to new data from S&P Global Mobility, and it’s all because of the company’s CEO, Elon Musk.
S&P Global Mobility tracks sales data across the automotive industry, and its new customer loyalty numbers are out, shared with Reuters this morning.
The numbers show a troubling trend for Tesla, and a historic drop in customer loyalty for the brand that long held the #1 title in that space.
S&P’s data shows that Tesla’s customer loyalty took a “nosedive” in July 2024, timed alongside Musk’s public commitment of hundreds of millions of dollars to the anti-environment political campaign of a convicted felon who had promised to do his best to destroy the EV industry (and who is Constitutionally barred from holding office in the US). And it continued to decline as his relationship deepened with the same candidate.
According to the Reuters story, S&P’s numbers show that Tesla customer loyalty peaked at 73% in June 2024, but took a “nosedive” in the next month, and ended up bottoming out in March at 49.9%. That means about a third of Tesla owners who would have bought another Tesla decided to buy another brand as well.
S&P’s data is not based on surveys, but rather household-level data of which cars each household is buying.
Tesla’s loyalty since recovered to 57.4% in May, the most recent month included in the S&P data, still far less than its previous peak.
As can be seen in the graph above, Tesla was in a league of its own consistently. There were only single months where any other brand might have matched Tesla’s brand loyalty numbers over the course of the last several years – and this held true consistently in the period before S&P’s chart as well, as we at Electrek have covered many times in the past.
The drop from 73% to 49.9% even put Tesla briefly below the industry average, something which the company has never seen before. Even after recovery, Tesla is no longer in its first-place-by-a-long-shot position, and now behind Chevy and Ford and about the same level as Toyota.
Tom Libby, an analyst with S&P, was quoted by Reuters as saying he’s “never seen this rapid of a decline in such a short period of time.”
Another metric, customer defections, also showed trouble for Tesla. Customer defections show how many more households are switching from another brand to buy your brand, compared to the number of households switching from your brand to another.
Tesla’s customer defection numbers were “in a different stratosphere” to the rest of the industry for a long period of time. From 2020-2024, Tesla on average acquired five times more customers than it lost to other brands. The next-highest performers were Genesis at 2.8 and Kia/Hyundai at 1.5/1.4.
It makes sense that Tesla would gain more customers than it loses, given that it was and is a relatively new and growing brand. If people are switching to an EV, there’s a good chance they’ll switch to a Tesla since that’s the most well-known EV brand and is widely available. But Tesla’s numbers were really high.
But since July 2024, the defections have dropped significantly. Now, Tesla is below 2, a more than 60% drop in its defection rate, and putting it back in touch with the rest of the industry.
Further, it has been eclipsed by other brands – and not just startup EV brands who have the advantage of being new and thus naturally having a high conquest rate. Rivian, Polestar, Porsche and Cadillac all now exceed Tesla’s defection rate.
These poor results track alongside Tesla’s recent sales results, which have been dropping in just about every territory, even doing damage to the entire EV market as a result.
Today’s results, and Tesla’s recent poor earnings, spell trouble for Tesla, showing how Musk’s influence are damaging the high-flying company, which has always been treated as an exception in the industry (and in the stock market) due to its exceptional results across several customer and growth metrics.
Now, Tesla’s results are no longer exceptional – or rather, they’re exceptional in the opposite direction, with Tesla being one of few EV brands with falling sales in a rising global EV market.
But despite the trouble all of this spells for Tesla, it seems like it’s not spelling trouble for Musk himself. Even though he’s the reason that Tesla is crashing in the first place, the Tesla board just rewarded him with $26 billion today – a payday with more money for a single bad employee than Tesla has made in any year over its entire history, even as Tesla’s profits have been drastically declining this year as a result of Musk’s actions.
Electrek’s Take
We’ve previously covered how embarrassed owners have been modifying their cars with bumper stickers or badges to separate themselves from the image that Musk has built for the company. But now we have data showing just how many of them have stopped buying Teslas.
And it’s not just affecting prospective customers, but the customers who know how good the company’s cars are, and who had previously returned to buying Teslas in industry-leading numbers, and yet can’t stomach coming back because Musk is just so comically bad.
It would be interesting to see more from the graph above. We’re betting the numbers before Jan 2022 might have been even higher, as Musk’s public advocacy had already taken a turn towards the bizarre as he fell deeper into his twitter addiction.
But it’s clear what the biggest catalyst is – Musk’s ill-considered idea to give hundreds of millions of dollars to one of the dumbest people on the planet – someone who Musk himself had previously correctly said was “not good for America or the world.”
To be clear, Musk has always been relatively outspoken. But there were times where he was able to limit his advocacy to some more reasonable positions, stay somewhat more on message about the importance of fighting climate change (not anymore…), and stay out of the more obviously partisan political nonsense.
General wisdom does state that CEOs shouldn’t be too divisive, because dividing your customer base will only lead to a smaller addressable market. Surprise, it turns out that general wisdom is right.
Musk’s political advocacy has included support for German neo-Nazis, agreeing with a defense of Hitler’s actions in the Holocaust, and many other white supremacist statements, along with his well-publicized public nazi salutes.
Then, Musk joined an advisory position where he spent his days finding ways to increase (not decrease) the country’s budget deficit, violate laws, and kill literally millions of people.
It should be a surprise to nobody (who isn’t deep in a twitter echo chamber that he himself devised) that all of this drove protests against the company and caused incredible damage to the Tesla brand which Musk has attached his public persona to.
And I would contend that supporting white supremacists is stupid in itself, but doing so publicly when you lead a company that relies on a good public perception, all while supporting someone whose stated goal is to destroy your industry, is particularly stupid. But his stupidity hasn’t just been limited to politics, but also to purely business decisions. And we can see how stupid it all is with the effect it has all had on Tesla’s sales results.
It would be interesting to see what happened in the intervening months, given the public breakup between Musk and Mr. Trump – though Musk has since apologized for his outburst (even though what he said was true), and Musk has continued to spread racist nonsense in the meantime. Protests are still ongoing and sales are still dropping, so the public seems to have a memory of Musk’s ridiculousness, even if he’s gotten slightly more quiet in recent weeks.
It would also be interesting to see how much different the results would be if there were more great EVs available in the US at good prices. EVs from other brands are getting better, but Tesla still has both great cars and a well-considered ecosystem around them, and $299/mo for a Model 3 is hard to beat. If there were more mass-market EV-focused challengers (like the upcoming Rivian R2/R3, a non-tariff-affected Volvo EX30, any of the myriad Chinese options available overseas, etc.), we think Tesla’s loyalty results might be even less resilient than they are.
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![This is it: the FIRST pure electric vehicle to wear a Lamborghini badge [video]](https://i0.wp.com/electrek.co/wp-content/uploads/sites/3/2025/09/lamborghini_pwc.jpg?resize=1200,628&quality=82&strip=all&ssl=1)
True to Lamborghini’s legacy of speed and excess, the first battery-electric vehicle to wear the raging bull is also the fastest of its kind. Only this time, the badge isn’t on a car — it’s on a personal watercraft. Meet the all-new Seabob SE63 jet sled.
Co-developed with the Italian supercar brand, the Lamborghini-badged Seabob SE63 features a more powerful jet propulsion system than any of the company’s existing personal jet sleds, and is fitted with a carbon fiber motor shaft as a further nod to the Italian luxury brand’s high-performance heritage.
Here’s the surprising thing, though: the new Seabob SE63 isn’t inspired by a specific road-going Lamborghini. Instead, it gets its name from the Tecnomar for Lamborghini 63 sport yacht built by the Italian Sea Group shipyards.
Tecnomar for Lamborghini 63
Why, yes – I will take just about any excuse to post pictures of sexy Italian super yachts in bright, vibrant colors. Thanks for asking!
But we’re not here for superyachts. We’re here for super sleds, and German PWC specialist Cayago set out to make this one, “most powerful Seabob ever.” As such, the SE63 is designed to be grab-and-go personal jet sled that delivers significantly higher speeds than its Seabob stablemates. In fact, its makers say it’s fast enough to keep up with sharks and dolphins.
The riding experience is not just ‘a bit faster’, but thrillingly intense and unrestrained. Acceleration off the start line delivers an immediate adrenaline rush. Thrust, agility, top speed: everything is designed for maximum performance and pure emotion.
The new SE63 backs up those claims with a 6.3 kW (~8.5 hp) electric motor. And, while that hardly makes it a supercar, in the world of ePWCs, it’s enough to make the SE63 a monster. The SE63 also features a bigger, more energy-dense battery than other Seabobs, a combination good for up to 60 minutes of go-fast, water-based fun.
Seabob SE63 Lamborghini
The SE63 can recharge its batteries with a standard power outlet in just 1.5 hours, and be back on the water for even more fun in the sun.
The Seabob SE63 made its debut earlier this week at the Cannes Yachting Festival. Production is set to begin in early 2026, meaning you’ll be able to get yours just in time for the summer 2026 beach season. Prices have yet to be announced – but, like any Lamborghini product, if you have to ask you probably can’t afford it.
Check out the world premier of the Seabob SE63 for Automobili Lamborghini (the sled’s official name) in the video, below, then let us know what you think of the brand’s first BEV in the comments.
World premier video
SOURCE | IMAGES: Lamborghini; via New Atlas.
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Environment
Tesla influencers tried Elon Musk’s coast-to-coast self-driving, crashed before 60 miles
A duo of Tesla shareholder-influencers tried to complete Elon Musk’s coast-to-coast self-driving ride that he claimed Tesla would be able to do in 2017 and they crashed before making it about 60 miles.
In 2016, Elon Musk infamously said that Tesla would complete a fully self-driving coast-to-coast drive between Los Angeles and New York by the end of 2017.
The idea was to livestream or film a full unedited drive coast-to-coast with the vehicle driving itself at all times.
We are in 2025 and Tesla never made that drive.
Despite the many missed autonomous driving goals, many Tesla shareholders believe that the company is on the verge of delivering unsupervised self-driving following the rollout of its ‘Robotaxi’ fleet in Austin, which requires supervision from Tesla employees inside the vehicles, and improvements to its “Full Self-Driving” (FSD) systems inside consumer vehicles, which is still only a level 2 driver assist system that requires driver attention at all times as per Tesla.
Two of these Tesla shareholders and online influencers attempted to undertake a coast-to-coast drive between San Diego, CA, and Jacksonville, FL, in a Tesla Model Y equipped with the latest FSD software update.
They didn’t make it out of California without crashing into easily avoidable road debris that badly damaged the Tesla Model Y:
In the video, you can see that the driver doesn’t have his hands on the steering wheel. The passenger spots the debris way ahead of time. There was plenty of time to react, but the driver didn’t get his hands on the steering wheel until the last second.
In a follow-up video, the two Tesla influencers confirmed that the Model Y had a broken sway bar bracket and damaged suspension components. The vehicle is also throwing out a lot of warnings.
They made it about 2.5% of the planned trip on Tesla FSD v13.9 before crashing the vehicle.
Electrek’s Take
Tesla shareholders used to discuss this somewhat rationally back in the day, but now that Tesla’s EV business is in decline and the stock price depends entirely on the self-driving and robot promises, they no longer do.
I recall when Musk himself used to say that when you reach 99% self-driving, it is when the “march of the 9s” begins, and you must achieve 99.999999999% autonomy to have a truly useful self-driving system. He admitted that this is the most challenging part as the real-world is unpredictable and hard to simulate – throwing a lot of challenging scenario at you, such as debris on the road.
That’s where Tesla is right now. The hard part has just started. And there’s no telling how long it will take to get there. If someone is telling you that they know, they are lying. I don’t know. My best estimate is approximately 2-3 years and a new hardware suite.
However, competition, mainly Waymo, began its own “march of the 9s” about five years ago.
Tesla is still years behind, and something like this drive by these two Tesla influencers proves it.
I was actually in a similar accident in a Tesla Model 3 back in 2020. I rented a Model 3 on Turo for a trip to Las Vegas from Los Angeles.
I ended up driving over a blown-out truck tire in the middle of the road like this. I was Autopilot, but I don’t know if the car saw it. I definitely saw it, but it was a bit late as I was following a truck that just drove over it. I had probably less than 2 seconds to react. I applied the brakes, but my choices were driving into a ditch on the right or into a car in the left lane.
I managed to reduce the force of the impact with the braking, but the vehicle jumped a bit like in this video. There wasn’t really any damage to the front, but the bottom cover was flapping down. I taped it together at the next gas station and I was able to continue the trip without much issue.
However, after returning it to the Turo owner and having the suspension damage evaluated by Tesla, the repair job was estimated to be roughly $10,000. I wouldn’t be surprised if there’s a similar situation with this accident.
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![Stellantis' new EV battery tech will put it ahead of – well, EVERYONE [video]](https://i0.wp.com/electrek.co/wp-content/uploads/sites/3/2025/09/Peugeot-E-3008_MAIN.jpg?resize=1200,628&quality=82&strip=all&ssl=1)
Chrysler parent company Stellantis is calling its new, Intelligent Battery Integrated System (IBIS) system a breakthrough technology that will make future EVs lighter, more efficient, and quicker. Now, that “breakthrough” tech is now moving from concept to reality.
Co-developed with Saft, Sherpa Engineering, Université Paris-Saclay, and Institut Lafayette, Stellantis’ IBIS embeds the charger and inverter functions directly into the battery pack, an integration that results in reduced design complexity, interior space savings, and lifetime easier maintenance.
That improved efficiency carries on to the battery’s second life, too. IBIS facilitates the reuse of electric vehicle batteries in second-life battery energy storage systems (BESS) applications by reducing the need for extensive (and expensive) reconditioning.
“This project reflects our belief that simplification is innovation,” explains Ned Curic, Chief Engineering and Technology Officer at Stellantis. “By rethinking and simplifying the electric powertrain architecture, we are making it lighter, more efficient, and more cost-effective. These are the kinds of innovations that help us deliver better, more affordable EVs to our customers.”
Key IBIS benefits
- up to 10% energy efficiency improvement (WLTC cycle) and 15% power gain (172 kW vs. 150 kW) with the same battery size
- reduces vehicle weight by ~40 kg and frees up to 17 liters of volume, enabling better aerodynamics and design flexibility
- early results show a 15% reduction in charging time (e.g., from 7 to 6 hours on a 7 kW AC charger), along with 10% energy savings
- easier servicing and enhanced potential for second-life battery reuse in both automotive and stationary applications
Those benefits stem from the fact that EVs spend a lot of time and energy converting Alternating Current (AC) to Direct Current (DC) and back again with the – that’s true whether we’re talking about a L2 home charger or energy harvested from regenerative braking. Doing away with that process and the hardware that goes along with it could unlocks significant weight and efficiency benefits, with some estimates indicating that an IBIS car could weigh in at 40 kg less than a conventionally-equipped BEV, while still offering similar range and performance.
IBIS has been in development for several years, with the first proof-of-concept for stationary applications being built in 2022. The news today, however, is that the first fully functional, IBIS-equipped battery electric vehicle (BEV) is finally ready to hit the road.
Stellantis’ researchers installed the system under one of the company’s new Peugeot E-3008 electric crossovers. Guilt on the STLA Medium platform, the prototype follows years of design, modeling, and simulation by both Stellantis and Saft, and (if all goes well) could pave the way for the integration of IBIS technology into Stellantis’ electric and hybrid production vehicles by the end of this decade.
Stellantis IBIS EV battery tech
SOURCE | IMAGES: Stellantis.
If you’re considering going solar, it’s always a good idea to get quotes from a few installers. To make sure you find a trusted, reliable solar installer near you that offers competitive pricing, check out EnergySage, a free service that makes it easy for you to go solar. It has hundreds of pre-vetted solar installers competing for your business, ensuring you get high-quality solutions and save 20-30% compared to going it alone. Plus, it’s free to use, and you won’t get sales calls until you select an installer and share your phone number with them.
Your personalized solar quotes are easy to compare online and you’ll get access to unbiased Energy Advisors to help you every step of the way. Get started here.
FTC: We use income earning auto affiliate links. More.
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