
The Tesla takedown has begun. A national protest movement seeks to strike a blow to Elon Musk’s net worth
As DOGE barrels through D.C., Americans on the ground are starting to mobilize outside Tesla dealerships.
The Tesla takedown has begun. A national protest movement seeks to strike a blow to Elon Musk’s net worth
By Sam Blum
- Technology
- Monday, 24 Feb 2025
4:53 PM MYT

Demonstrators gather for a protest against Musk and electric car maker Tesla on Feb 22, 2025 in Seattle, Washington. Hundreds rallied at various entrances to the University Village shopping mall, in addition to the Tesla showroom's storefront at the mall. — AFP
The first month of Donald Trump’s return to the White House has been inarguably dominated by an unelected private citizen. Elon Musk’s so-called Department of Government Efficiency has barged into the federal government and laid much of the greater bureaucracy to waste through a rash of layoffs and cost-slashing, despite several court challenges and missteps.
Tesla buyers, who lean left, are displaying anti-Elon bumper stickers, and a protest movement is emerging that aims to strike Musk where it could potentially hurt the CEO: Tesla’s share price. Following a series of protests at Tesla dealerships around the country last weekend, organisers of Tesla Takedown are eyeing a prolonged campaign that puts the national spotlight on Musk’s extremism, which includes brandishing a Nazi salute during Trump’s January inauguration ceremony.
One of the group’s organisers is the actor and filmmaker Alex Winter, who is best known for his role in the sci-fi comedy Bill & Ted’s Excellent Adventure. Winter played Bill, opposite Keanu Reeves as Ted. “This is obviously just part of a larger initiative to alert the public and the shareholders that Tesla is not a small piece of Musk’s portfolio. It is where his wealth is tied,” Winter tells Inc.
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The Tesla Takedown movement implores Americans not only to get into the streets, but to “sell your Teslas” and “dump your stock”. It’s a tactical approach that could have real repercussions — especially if a shareholder revolt were triggered during Musk’s prolonged foray into politics.
The billionaire industrialist’s team, comprised of corporate lieutenants and former interns from across Musk’s empire, has gutted agencies, firing thousands of career civil servants and freezing trillions of dollars in federal grants. The result has been cataclysmic for things like government funded cancer research and foreign aid for victims of chemical warfare.
Damaging Musk’s wealth is a daunting task. Tesla, which Musk has led as CEO since 2008, has a market capitalization of US$1.14 trillion (RM5.02 trillion). Musk owns around 13% of the company’s shares, which amounts roughly to US$73bil (RM321.52bil). But there is a simple and practical objective behind descending on Tesla dealerships with a message of Musk’s toxicity: It could conceivably cause Tesla stock to slide and tank the net worth of the world’s richest man.
“This idea of connecting Tesla’s value to Musk’s value is becoming pervasive, and I think that is where the power lies,” Winter says.
That might be a fanciful hope. While Tesla stock has skidded over the last month by nearly 15%, its share price is relatively healthy long term. Over the last year, it’s risen 87%, and is currently sitting at US$360 (RM1,585).
But the company is still vulnerable to market pressure. And as Musk wreaks irreparable damage to his personal brand, Tesla sales are tanking, especially in Europe: In Germany, sales plunged by 59% in January, following Musk’s endorsement of the country’s far-right AfD party. They were also down 63% in France year-over-year, in January.
The EV-maker’s net income in the fourth quarter of 2024 fell 71% from the same time in the previous year, slumping from US$7.93bil (RM34.93bil) to US$2.31bil (RM10.17bil), according to the company’s latest earnings.
The Tesla protests, which have so far cropped up in New York, Arizona, Minnesota, Oregon, Pennsylvania, and New Jersey, come amid an increasingly visible wave of popular revolts against corporations: Bud-Light was an object of conservative scorn for working with the transgender influencer Dylan Mulvaney in 2023. Target modified its sales of Pride-themed merchandise following blowback from conservatives last year and now faces consumer criticism from liberals over its rollback of corporate DEI policies.
The Tesla Takedown movement is of a different magnitude, because the company’s CEO is a presidential mega-donor who works with the White House.
“The aim on our end isn’t to sort of taint Tesla broadly, but to say to the shareholders and to the board, this guy is toxic,” Winter says. – Inc./Tribune News Service