Tesla was once the undisputed king of electric vehicles—a symbol of innovation, speed, and cool tech. But according to the new Electric Vehicle Intelligence Report (EVIR), Tesla has become the only EV brand in the U.S. with a net negative public image. Yes, even lesser-known brands like VinFast are doing better in terms of brand perception. So, what happened? what the EVIR found, why this shift has occurred, and what it means for the future of Tesla—and the EV industry as a whole.
The EVIR surveyed over 8,000 U.S. consumers, asking about their views on electric vehicle brands and what they look for when considering an EV purchase. The headline result? Tesla now has a -7% net brand score, meaning more people view Tesla negatively than positively. Specifically:
- 32% had a “very” or “somewhat” positive view.
- 39% had a “very” or “somewhat” negative view.
This makes Tesla the only EV brand in the red. Even VinFast, a relatively unknown Vietnamese company, came out neutral (0%)—mainly because many people just hadn’t heard of it.
The Most Loved EV Brand?
Surprisingly, Honda took the top spot in brand perception. That’s right—Honda, which currently sells just one battery-electric vehicle in the U.S., the Honda Prologue (built in partnership with GM), scored better than Tesla.
Other well-rated brands included:
- Chevrolet – scoring high with its practical, affordable EVs.
- Lucid, Rivian, Polestar – These startups scored lower mostly due to lack of brand awareness, not dislike.
Here’s a simplified table based on the data from the Electric Vehicle Intelligence Report (EVIR), showing the Net Brand Perception Scores and how Tesla compares to other EV brands:
| EV Brand | % Positive | % Negative | Net Score |
|---|---|---|---|
| Honda | High | Low | +Top Ranking |
| Chevrolet | High | Low | +Strong |
| Lucid | 9% | 4% | +5% |
| Polestar | Moderate | Low | +Positive |
| Rivian | Moderate | Low | +Positive |
| VinFast | Low | Low | 0% |
| Tesla | 32% | 39% | -7% |
Key Notes:
- Tesla is the only brand with a net negative score (-7%) despite having one of the highest brand awareness levels.
- VinFast scores 0%, mainly because many respondents are unfamiliar with the brand.
- Honda, surprisingly, tops the list even though it has just one BEV on the market, made in partnership with GM.
Tesla, on the other hand, has extremely high brand recognition. The problem? That awareness now comes with strong negative associations.
When looking at how intensely people feel, it gets worse: far more respondents had a “very negative” opinion of Tesla than a “very positive” one—by 13 percentage points. It wasn’t just one group feeling the shift. Tesla’s negative perception was consistent across all ages, income levels, and regions. In every demographic category, it ranked dead last.
When asked if they’d consider buying a Tesla, the top answer across the board was:
“Would never consider.”
That wasn’t just for cars either. Tesla was last in public perception for:
- Home EV chargers
- Home battery systems
It also ranked poorly for brand trust, safety, and family-friendliness. The only category where Tesla scored relatively well? Luxury—where it came in fifth place.
📉 A Sharp Decline in Just 6 Months
The most concerning part? This negativity is new.
According to the EVIR, in just the last six months:
- 38% of respondents said their view of Tesla had become more negative.
- Only 16% said it had become more positive.
- 27% had a “much more negative” view, compared to just 6% who had a “much more positive” view.
That’s a 4.5x swing in sentiment in the wrong direction. And it’s not an EV-wide issue. The overall perception of EVs only shifted by +1% during the same period. This fall is Tesla-specific.
There was one bright spot for Tesla in the report: public charging equipment. When asked which brand of charging gear they preferred, consumers chose Tesla more than any other.
The twist? Tesla was also the most disliked option—topping the list of brands people said they’d least prefer. It’s a love-it-or-hate-it situation.
What Buyers Want (and Fear) in EVs
The report also explored what consumers value in an EV. Unsurprisingly, the top three positive motivators were:
- Gas savings
- Environmental benefits
- Charging at home
These align with EV benefits we’ve known for years—lower cost, zero emissions, and convenience. But buyers still worry. The top concerns were:
- Range anxiety (worrying the EV won’t go far enough)
- Charging infrastructure
- Inability to charge at home
While modern EVs offer more than enough range for daily life (many can go 250+ miles on a single charge), the lack of chargers, especially for apartment dwellers, remains a real hurdle.
Luckily, improvements are coming. Tesla’s NACS charging plug is becoming the standard, and major players like IONNA are investing in more reliable networks.
Much of Tesla’s brand trouble comes down to one name: Elon Musk. Once praised as a visionary, Musk has become a major liability for Tesla’s image. His increasingly political and controversial public statements, including aligning with far-right extremists and spreading conspiracy theories, have:
- Sparked protests
- Embarrassed Tesla owners
- Alienated potential customers
Even Tesla’s own investors and board have raised concerns. Musk was recently awarded a $55 billion compensation package, which a court later blocked as illegal—because it was more than Tesla’s total lifetime profits. Tesla employees continue to build great EVs, but Musk’s erratic leadership is dragging down everything they’ve worked for.
Tesla’s decline isn’t just a business story. It matters for the entire future of electric transportation. As the original EV pioneer, Tesla helped kickstart the industry. If the company stumbles—especially due to leadership mistakes rather than product failures—it could:
- Slow EV adoption
- Misinform the public
- Distract from the mission of sustainable transport
EV advocates, including this blog, want all EV makers to succeed. Especially Tesla, which once led the charge.
But it’s clear that if Tesla is to remain relevant, its leadership must change course. The brand needs to rebuild trust, listen to consumers, and stay focused on its original mission: fighting climate change with innovative, accessible electric vehicles.
Tesla’s fall from grace isn’t just a bump in the road—it’s a warning sign. The brand that once stood for the future is now struggling with its identity, weighed down by controversy and arrogance.
If Tesla wants to stay on top, it needs more than just cutting-edge cars. It needs to reconnect with the people who once saw it as a symbol of progress. Because no matter how fast a car goes, it can’t outrun a damaged reputation.
Source– Electrek
PEOPLE WHO READ THIS, ALSO READ
