When messaging misfires: Tesla’s brand perception problem
It’s probably fair to say that the news agenda in 2025 has been dominated by one man: Elon Musk. Between his actions as a White House advisor, his media appearances and his prolific social media posting, it has been even harder to miss Musk than you know who.
Which is why I found it very interesting to see stories in late February that shares in Tesla — still Elon Musk’s best known company — had dropped nearly 10%, mainly due to a 50% drop in European sales for the brand’s vehicles.
Obviously, there is a lot behind these stories, and I am certainly not about to get into a point-by-point analysis of Musk’s politics.
However, considering that in the same month, figures showed that overall global sales of EVs continued to increase — by 18% year-on-year — I do believe these stories provide another intriguing case study in the true power of messaging.
The power of perception
I’ve previously analysed the positive power of messaging. But this case proves the value of messaging entirely in the negative.
What am I driving at?
Well, let’s consider Musk’s own words about what a ‘brand’ is:
“Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.”
I’m not going to claim that statement is earth-shattering in isolation. But what is interesting is that, if you look back prior to the last 12 months, I would say Musk was pretty consistent in the perception he wanted people to have about him and his companies.
Tesla before the shift
When he was still merely one of the richest guys in the world and CEO of some cool companies, Musk used to say that he was “super pro-climate” and that he "will not stop until every car on the road is electric".
Outside of Tesla’s core business, he also spoke a lot about what sort of company he wanted Tesla to be.
"Our goal is always really to do the best thing for the customers”, he said, adding that he “cares very deeply about the people at Tesla”.
“I feel like I have a great debt to the people of Tesla who are making the company successful,” he said.
All of which is to say, if you bought a Tesla — or were considering buying a Tesla — then these statements were at least a part of the ‘perception’ you were basing that decision on. This is especially true in a case like Tesla, when the brand is so closely aligned with its leader.
The messaging divergence
Now, without needing to apply any judgement on Musk’s more recent actions and statements, I think it’s clear that today there is a stark difference in tone and content compared to what he’s said in the past.
Is this ‘messaging divergence’ the only reason Tesla’s sales have declined this year? Of course not. But equally, can anyone really claim to be that surprised that this sales decline also coincides with a very dramatic shift in Musk’s personal brand?
By very loudly aligning himself with someone as ‘divisive’ (for want of a better word) as Donald Trump it was almost inevitable that the brand perception pendulum would swing back the other way.
I am not suggesting that you can never shift the perceptions of your brand or to update your messaging.
But I think Elon Musk has, very helpfully, highlighted how doing a 180º shift in the way your brand acts and communicates overnight, and then continuing to double down on that decision for 12 months — regardless of any pushback — is not what I would call ‘best practice’.
Tech PR lessons from Tesla’s misstep
It’s a valuable lesson for anyone working in tech PR. When a brand’s story suddenly takes a sharp turn, audiences notice. And, as Tesla’s sales dip shows, they don’t always react well.
So, what can comms pros take away from this?
Protect your core narrative — Every brand needs a clear and consistent story. That doesn’t mean messaging can’t evolve, but big, sudden shifts can confuse or alienate your audience.
Think before you pivot — Changing your brand’s position isn’t inherently bad, but it needs to be done strategically. Why are you thinking about shifting your messaging? How are you going to bring people with you?
Leaders shape perception — When a company is closely tied to a high-profile leader, their words and actions affect brand trust. A tech PR agency working with founder-led brands should ensure leadership messaging closely aligns with the company’s values.
Listen and adapt — Audience perception is everything in B2B messaging. If people are pushing back on a new narrative, take it as a signal. Instead of doubling down, refine the message in a way that builds trust.
The weirdest thing about the Tesla situation is that — to go back to that very first quote — Musk hasn’t listened to his own advice. Because he was right — at the end of the day, brand perception isn’t just about what you say. It’s about how consistently you say it.