Potential Tesla buyers steer clear as Musk’s reputation plunges

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Possible US Tesla customers are now reconsidering buying the electric vehicle’s products, according to Caliber, a market intelligence company. This is mostly due to owner Elon Musk’s increasingly worsening reputation, fuelled by highly controversial statements, tweets and right-wing politics.

Caliber’s Tesla “consideration score”, obtained exclusively by Reuters, dropped to 31% in February 2024. This was a fall of 8% on January’s score, as well as a steep plunge from November 2021’s record high of 70%.

Conversely, the consideration scores for other high-end car makers, with both electric and gas options, such as BMW, Mercedes-Benz and Audi for February 2024 were all between 44% and 47%.

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