Elon Musk’s controversial political actions have led to mass protests against the American car manufacturer Tesla and a decline in its market value by nearly 50% in two months. While this turmoil has hurt Tesla, it may unexpectedly help electric vehicles (EVs) gain broader appeal beyond wealthy early adopters, an ECI researcher has found.
Tesla initially positioned itself as a luxury brand, but its exclusivity has reinforced the perception that EVs are expensive. Now, as more affordable EVs enter the market, industry messaging must shift from high-tech innovation to affordability, environmental benefits, and practicality.
Despite Tesla’s struggles, the global transition to electric mobility is accelerating. This moment presents an opportunity for the EV industry to appeal to a wider audience, making electric vehicles more inclusive and accessible.
Writing in The Conversation, Hannah Budnitz, a Researcher at the Environmental Change Institute (ECI) and the Transport Studies Unit at the University of Oxford, discusses the impact of the backlash against Musk and Tesla.
