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.
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 coveredmanytimesinthepast.
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 poorearnings, 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.
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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Guys, I think JackRabbit has a two-person e-bike coming, errr… electric scooter? I’m not really sure what you call this thing, but it looks wild.
I recently took a short break from riding and writing e-bikes all day to doomscroll social media, which basically just feeds me more bike content all day. And what popped up in my feed other than this peculiar thing?
Sure, it’s obscured by a surfboard mount, but there’s no getting around the fact that it looks like this shiny new silver JackRabbit isn’t quite as mini as we’re used to from the famously “micro and proud” micro e-bike maker. And there’s one other detail that’s also apparent if you look closely.
It’s a two-seater.
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I think this video was meant to be something of a teaser from JackRabbit, but it might as well be a near-unveiling.
In other parts of the same teaser video, almost the entire bike is visible. From those other shots, we can see that it’s still not quite an e-bike in the traditional “comes with pedals” sense.
Instead, JackRabbit’s somehow simultaneously chunky yet tiny folding footpegs are still visible. The wide handlebars also appear to have JackRabbit’s unique 90º turning handlebar lock, which allows the bars to spin sideways when parked. You can even see it in use in the images below.
On JackRabbit’s smaller models, that trick makes the entire bike just 7″ (17 cm) wide, making it easy to store behind a couch or under a dorm bed. Here, it’s unclear if it will be quite as narrow, but it should still make this a conveniently stowable ride.
It’s hard to tell, but it looks like the wheels might be larger than JackRabbit’s standard 20″ size, helping give it the “full-sized bike” qualifier that JackRabbit claims in the teaser video. The perspective is confusing, as the front wheel looks closer to 24″ or 26″, yet the rear wheel still disappears behind that surfboard. Could this be the first mullet JackRabbit? (Not to be confused with a JackRabbit mullet, which is a hairstyle that would pair well with what is likely the most free-spirited of all the e-bike brands out there.)
There may also be different saddle options, since we can clearly see what looks to be a conventional bicycle saddle in some images and a longer, stretched-out, banana seat-style saddle in the other shots.
We can also see two of JackRabbit’s “Rangebuster” batteries in the frame, a larger capacity pack developed by the company with a claimed 24 miles (39 km) range per battery, meaning this model might have a range of nearly 50 miles (80 km).
But there’s a lot we still don’t know. Will it get the powerfully torquey motor from the JackRabbit XG Pro? Will there be a pedal option? Will my wife agree to ride this thing with me? These are yet questions without answers, people.
One thing is for sure, though. JackRabbit says all will be revealed soon. “Everything you know about JackRabbit is changing on 8/12,” writes the company. (That’s next week, for any Europeans in the room.)
I don’t know about you, but I’m suddenly very much looking forward to Tuesday.
Electrek’s Take
I don’t know what to make of this, but I’m excited. I’ve been a JackRabbit fan since before the OG was even the OG. It’s just such a fun and free-spirited brand.
If the e-bike market was high school, JackRabbit would be that quirky, non-conformist kid that everyone kind of wondered about but who was obviously having more fun than anyone else. It’s the e-bike that just puts its hands over its ears and goes “La la la la…” when you try to tell ’em that it’s not actually an e-bike.
It’s weird. It’s wild. But it works. And being a JackRabbit fan is a hill I’m prepared to die on – though admittedly, you’d be well advised to tackle that hill on one of the Pro models instead of the OG2 for the extra power and torque.
My wife might give me a funny look every time I whip out my JackRabbit, but I still love riding it. And so it’s with that level of excitement and curiosity that I wonder what the brand that refuses to be defined is up to with this new “full-sized bike” reveal they’ve got coming. The ability to carry two riders sounds great, especially since the thing still looks so small and portable.
Of course, the over-priced elephant in the room is that JackRabbit’s Achilles heel is its pricing. These things aren’t cheap. The entry-level OG2 model only starts at $1,249, and the flagship XG Pro is almost double that. Granted, it’s an awesome bike, and one that I was able to use to tow a kayak down the road for miles, then put on top of that kayak and paddle through the Gulf of Mexico for miles (something of which I don’t know of any other e-bike that can do). But that makes me wonder what yet a bigger and presumably more impressive JackRabbit will cost.
But hey, I’m so here for this!
If you want to see the full teaser video, check it out below.
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Small package, big impact: that’s the story behind Maxon’s new Air S mid‑drive motor. On the surface, it looks almost identical to the original Air: sleek, nearly invisible, and designed to disappear into your bike’s frame. But beneath this minimalist exterior is a dramatic leap in capability.
Now the torque has nearly tripled, soaring to 90 Nm, all while keeping total system weight to just 3.8 kg, (8.4 lb) including the motor and 400 Wh battery.
Just 100 g (0.22 lb) heavier than the original Air yet tripling the performance, the Air S delivers up to 90 Nm of torque and 620 W of peak power, catapulting it into the realm of powerful mid‑drive motors built for demanding trail performance. That’s the same torque you’d expect from some of the strongest mid‑drive motors in modern electric mountain biking, yet in a package that’s still feather‑light.
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Why it matters for lightweight e-bikes
As New Atlas recently pointed out, these motors are enabling super lightweight builds that previously weren’t possible: Bikes using the Air S, like the Thömus Lightrider E‑Max or Instinctiv’s Ocelot, tip the scales at barely 15 kg (33 lb), far lighter than typical full-suspension e‑MTBs, thanks largely to the slender motor and integrated battery design.
With torque now hitting 90 Nm, up from just that meager 30 Nm on the original, the Air S now delivers serious climbing power without the bulk. This brings light-assist bikes into full‑power territory, making acceleration and steep terrain feel effortless. Previously, ultra-lightweight e-bikes made serious compromises on power to achieve that level of near weightlessness. But now, they can actually compete on power, too.
Maxon’s unique split‑cylinder configuration also allows the motor to remain visually discreet. Combined with frame‑integrated batteries (400 Wh to start, with a 600 Wh option reportedly on the way), the system preserves clean lines and low weight. Many e-bikes sporting the motor simply won’t even look like e-bikes to the casual observer.
With the Air S, Maxon has struck a rare balance: ultralight design without compromise on torque. It catapults lightweight e-bikes into a new performance bracket, granting riders both agility and power. If you’ve long dreamed of an e-bike that feels like a mountain goat on the climb yet disappears under 16 kg, the Air S is probably your motor.
The trail-ready future is lighter, leaner, and looks ready to race uphill.
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There you are, motoring along in your Volvo XC90 PHEV with the Pilot Assist engaged alongside a big 18-wheeler at a comfortable 70 mph cruise when the interstate starts to slowly sweep left. From the drivers’ seat, that semi on your right looks awfully close. As the steering wheel turns itself in your hand, you start to wonder if that truck’s a bit too close. The car isn’t doing anything wrong, but it’s too close for your comfort and you give the wheel a little nudge to hug the inside of the lane just a bit more.
These deeply personal preferences are tough to quantify, and highlight a simple fact about Advanced Driver Assistance Systems (ADAS) that the industry at-large hasn’t yet to come to terms with: when it comes to self-driving cars, one size does not fit all.
The Volvo experience I outlined above was very real, happening just as the wife and I were arguing about the relative merits of our very different choice in running shoes. She prefers the supportive, cushion-y ride of the HOKA Clifton 9s, which I’ve become convinced are The Devil™, preferring instead the zero-lift, no-cushion feel of my Xero Prio runners. The intervention with the Volvo interrupted that particular argument and started another. Namely, the one about why I had chosen that moment to “interfere” with the Pilot Assist.
“It was too close to that truck,” I explained. “Freaked me out.”
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“That’s how I feel in the Honda,” she said. “I’m always afraid that it’s going to try and put me into oncoming traffic.”
That’s when the idea for this post came to me. Because, as a car brand, it’s really not possible to just say that your car has ADAS or doesn’t have ADAS in a binary sense. That’s because these systems are not just proprietary to a given brand, they can vary from vehicle-to-vehicle within that brand, and each one can have distinct lane centering behavior, steering feel, lane change aggressiveness, braking distances, timing for its hand-off warnings, and probably a bunch of other stuff that I haven’t even thought of depending on what kind of cameras, sensors, and software the specific vehicle you are in is equipped with.
It’s a bit of a mess, in other words.
Opinion: Honda Sensing gets it right
I first experienced Honda’s ADAS in 2014, driving a then-new CR-V between Chicago and Bay Harbor, Michigan for an Acura press drive. Even in its early generations, I was impressed with the way it handled stop-and-go traffic, the way it guided you through turns, but didn’t do the turning for you, and the speed and intensity it used in braking very much mirrored my own.
Last month, I had a chance to test out the 2025 Honda Civic Sport Touring Hybrid for a week on Cape Cod. I picked the car up at PreFlight Parking outside Boston Logan, jammed it with luggage, and immediately hit heavy traffic, where the Honda Sensing Low-Speed Follow function took me right back to 2014, ratatouille-style, when my experience in that car had led me to believe that self-driving cars were right around the corner.
In the decade-plus since experiencing that first autonomous Acura, I’ve had the chance to experience Ford BlueCruise, Tesla Autopilot and FSD, and Mercedes-Benz DRIVE PILOT. And all, interestingly enough, in and around the Circuit of the Americas in Austin at one time or another over my three years of hosting Electrify Expo events there.
Each different OEMs’ system had its strengths and quirks. I remember Mercedes DRIVE PILOT as impressively precise, even clinical. The Ford system faded into memory. I couldn’t tell you anything about it, which is probably high praise. The Tesla systems, though, stood out — but for all the wrong reasons. Lane changes came too quickly, it accelerated too late, and too aggressively, and I often found myself bracing for collisions that (in fairness) never came.
More than once in those years I’ve wondered if maybe I’d just got it wrong back in 2014. That the tech was so new, and I had been so wow’ed by it initially, that I had got swept up in the hype of self-driving cars … but that drive in my wife’s XC90, back-to-back as it was with the Civic Hybrid, showed me that wasn’t it. Instead, I just didn’t like the way those other cars drove. Just like I don’t like the way HOKAs feel. And, just like my wife isn’t wrong for liking her gross marshmallow shoes (probably), I’m not wrong for preferring a more restrained digital co-pilot.
It’s a matter of fit, not fact — and that’s going to be a tough sell.
Everyone but me is wrong
Classic Carlin bit.
As the great George Carlin once asked, “Have you ever noticed that anyone who is driving slower than you is an idiot, and anyone driving faster than you is a maniac?”
ADAS systems live squarely in that same subjective space occupied by other drivers. If the bots brake too hard, steer too sharply, or get too close to the car head before changing lanes, they might not be technically doing anything wrong, but they’re maniacs – and right now, there’s no real way to know how one car’s ADAS is going to behave until you’ve spent some significant time behind the wheel. Like, “Uh-oh. I bought a thing and I hate it,” amounts of time.
That’s a problem for both buyers and sellers (to say nothing of manufacturers and software developers), because why would you risk demonstrating a system that might scare someone? How do you sell “confidence” and “convenience” when what feels confident and convenient to one driver feels reckless to another, and milquetoast to a third?
Lucky for you guys, I have a solution.
Jojo’s ADAS scorecard *
System
Lane centering bias
Lane change distance (car lengths)
Follow distance (default)
Braking force (max Gs)
Hands-off time allowed
Overall “feel”
Ford BlueCruise
Centered
~3.5
Moderate
0.30 G
Medium
Stable
Honda Sensing
Slight left bias
~2.5
Safe
0.35 G
Short
Balanced
Mercedes-Benz DRIVE PILOT
Centered
~3.5
Moderate
0.40 G
Long
Confident
Tesla Autopilot
Centered
~1.5
Close
0.45 G
Long (varies)
Aggressive
Volvo Pilot Assist
Slight right bias
~3.0
Moderate
0.30 G
Moderate
Cautious
NOTE: THESE ARE NOT REAL VALUES
That asterisk (*) is there because these are completely made up, imaginary values. They’re simply there to illustrate one way for manufacturers and dealers to share objective, quantifiable information about how their different ADAS systems behave. If it’s done right, it might help a car shopper get a better feel for how their next car might drive, and prevent them from spending their hard-earned cash on a car that drives like an idiot. Or a maniac.
That’s my take, anyway – what’s yours? Head down to the comments and let us know what values you’d like to see represented on an ADAS scorecard, and how much you’d be willing to base your next car buying decision on how it drives.
As for me, my X handle might be VolvoJo, but if I’m shopping for a car that’s going to drive me instead of the other way around, I might have to see if “HondaJo” is available.
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