Tesla is the only EV brand with negative perception, and it’s getting worse
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.
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).
Happily, the NACS transition will help to solve a lot of these problems, along with the existence of new well-funded charging networks like IONNA.
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.
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 company, embarrassed owners and pushed many customers away.
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).
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.
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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As Texas braces for tighter power margins and record demand on the ERCOT grid, Sunrun and NRG Energy are transforming home batteries into a giant virtual power plant. The two companies are integrating more home battery storage into the grid and tapping those batteries when the state needs power the most.
The solar + storage provider and energy company announced a new multi-year partnership aimed at accelerating the adoption of distributed energy in Texas, with a focus on solar-plus-storage systems that can be aggregated and dispatched during periods of high demand. The idea is simple: use home batteries as a flexible, on‑demand power source to help meet Texas’s rapidly growing electricity needs.
Under the deal, Texas homeowners will be offered a bundled home energy setup that pairs Sunrun’s solar and battery systems with retail electricity plans from NRG’s Texas provider, Reliant. Customers will also get smart battery programming designed to optimize when their batteries charge and discharge. As new and existing Sunrun customers enroll with Reliant, their combined battery capacity will be made available to support the ERCOT grid during times of stress.
“This partnership is a major step in achieving our goal of creating a 1 GW virtual power plant by 2035,” said Brad Bentley, President of NRG Consumer. “By teaming up with Sunrun, we’re unlocking a new source of dispatchable, flexible energy while giving customers the opportunity to unlock value from their homes and contribute to a more resilient grid.”
Sunrun, which has one of the largest fleets of residential batteries in the US, will be paid for aggregating the capacity, and participating Reliant customers will be compensated by Sunrun for sharing their stored solar energy.
The arrangement gives Texas households a way to earn money from their batteries while also improving grid reliability in a state that continues to see rapid population growth, extreme weather, and rising electricity demand.
Read more: The US’s first residential V2G power plant is running on Ford F-150 Lightning trucks
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Volkswagen is gearing up to launch a new family of affordable EVs, starting with the ID.Polo. Can it fill the shoes of the popular low-cost hatch?
Volkswagen announces ID.Polo EV range and more
The ID.Polo will be the first of four new entry-level electric vehicles that Volkswagen plans to launch, starting in Spring 2026.
The electric Polo “marks the beginning of a new generation of Volkswagen,” the brand’s CEO, Thomas Schäfer, said. The Polo is one of the best-selling VW models of all time, and its electric successor promises to build upon its legacy.
It will be the first “ID” model to bear an established Volkswagen name. Although it’s about the same size as its predecessor at 4,053 mm long, 1,816 mm wide, and 1,530 mm tall, with a wheelbase of 2,600 mm, the Polo EV offers more interior space.
Thanks to its compact drive modules, the electric Polo offers an extra 19 mm of interior length, which is “particularly noticeable in the rear.”
The luggage compartment is 24% larger than the classic Polo, with 435 L, up from 351 L. Folding the rear seats opens up 1,243 L of load volume, up from 1,125 L.
According to Volkswagen, the electric ID.Polo is “more versatile than any of its predecessors,” making it the perfect EV for getting around the city or as an everyday driver.
The Volkswagen ID.Polo will initially be available with three power outputs: 85 kW (114 hp), 99 kW (133 hp), and 155 kW (208 hp), while a sporty GTI variant will follow later in 2026 with 166 kW (223 hp).
The 85 kW and 99 kW versions will be equipped with a 37 kWh lithium iron phosphate (LFP) battery, while the 155 kW and 166 kW versions will be powered by a 52 kWh nickel manganese cobalt (NMC) battery, which Volkswagen said will deliver up to 450 km (280 miles) WLTP driving range. It will also support DC charging speeds up to 130 kW.
Based on a new MEB+ platform, Volkswagen promises that the new, highly efficient electric drive will reduce costs and energy consumption.
The new PowerCo unified cell uses cell-to-pack technology, combining cells directly into the battery pack. Volkswagen said the new design reduces costs, saves space, and unlocks more range while increasing energy density by about 10%.
VW’s MEB+ platform will also introduce new advanced driver assistance systems (ADAS) features, including a drastically improved Travel Assist. The ID.Polo will also be the first VW model to offer traffic light and stop sign recognition.
Can it live up to the task?
According to Autocar, which got the chance to test a prototype, the ID.Polo “feels remarkably like the current Polo. Switch from the petrol Polo into this and, a lack of engine noise aside, you would barely notice the difference.”
The reviewer, James Attwood, said the electric Polo delivered a “genuinely impressive ride for a car of this size,” adding it “drives and feels like you’d expect a Volkswagen to.”
With an affordable price tag, “the ID.Polo should be a strong all-rounder among the pack of small EVs suddenly battling for attention,” Attwood explained.
“It has a classically Volkswagen feel, poise and maturity, and blends a pleasingly mature driving experience with decent practicality and a reassuringly solid feel,” he said, adding, “A Volkswagen that feels like a Volkswagen, then. For that alone, it should be a winner.”
Others who got an early taste of the ID.Polo reported similar thoughts, including Auto Express, which said it “shows VW at its best.”
“Solid, well connected, comfortable and even quite engaging to drive, the ability to build all of this into a well-priced package is something we all hoped for; the surprising bit is how much of VW’s innate ‘character’ has come through,” Jordan Katsianis said after testing the pre-production prototype.
The ID.Polo will launch in Europe in Spring 2026 with prices starting from 25,000 euros ($29,500). It will be the first of four new affordable Volkswagen EVs, followed by the ID.Cross SUV and the smaller ID.1 electric car.
Although Volkswagen has yet confirm it, the ID.Polo is (sadly) not expected to launch in the US. It’s an affordable electric car aimed at Europe’s growing entry-level EV segment. Given the recent policy changes under the Trump administration and America’s love for big trucks and SUVs, don’t expect to see the electric Polo successor in the US anytime soon.
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BYD offered a first look at its new flagship electric SUV and sedan, claiming the new EVs redefine high-end standards.
BYD preps to launch new flagship EV sedan and SUV
With over 480,000 new energy vehicles (NEVs) sold in November, BYD is coming off its best sales month of 2025. With new technology and vehicles launching across multiple segments, the company expects momentum to pick up in 2026.
That will include a pair of high-end flagship EVs, the Seal 08 sedan and Sealion 08 SUV. BYD confirmed the names for the first time on Monday alongside teaser images revealing the silhouette of each.
According to CarNewsChina, both models are set to debut in the first three months of 2026 and will feature BYD’s latest tech and software.
Both models are based on the Ocean S concept BYD revealed in April at the Shanghai Auto Show, featuring its latest design theme, Ocean Aesthetic 2.0.
Although China’s MIIT released a sales license for a BYD vehicle named the Seal 08 earlier this year, it launched as the Seal 06 EV this summer.
At 4,720 mm long, 1,880 mm wide, and 1,495 mm tall, the electric sedan is about the size of the Tesla Model 3. It’s offered with 46.1 kWh or 56.6 kWh battery packs, delivering a CLTC range of 470 km and 545 km, respectively.
Although BYD has yet to reveal prices or any other details, the Seal 08 is expected to deliver a longer driving range with added power.
Local news outlet 163 claims the new Sealion 08 will be 5,040 mm long, or slightly bigger than the Tesla Model Y-sized Sealion 07 SUV.
The new flagship SUV and sedan will join other BYD Ocean Series models, including the Seagull, Dolphin, Seal, and Song Plus.
Although November was BYD’s best sales month of the year, growth has slowed in 2025. BYD’s chairman and president, Wang Chuanfu, told investors (via CnEVPost) that the company’s biggest advantage lies in its advanced technologies, including next-gen batteries, smart driving features, charging, and other related EV tech.
“I say our technology isn’t sufficiently advanced now because we have major technological announcements coming, but I can’t disclose details at this time,” Wang said earlier this month.
BYD is also aggressively expanding overseas to drive growth. Last month, BYD’s exports surged 325% with a record nearly 132,000 vehicles shipped overseas.
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