Currently reading: Is Elon Musk really putting EV buyers off Tesla?

Potential customers were recently invited into showrooms to look at Elon Musk’s latest EVs. Undercover, we join them

Love ’em or hate ’em (and that may be shaped largely by your view of Elon Musk), Tesla electric cars are a common sight on the roads these days.

And with a facelifted Tesla Model Y currently being rolled out and some catching up to do in the sales charts, Tesla recently invited potential customers to visit its showrooms to try some of its models.

I must once have recorded my details with my local Tesla dealer because I too received an invitation. It sounded like a good opportunity to go undercover to see how the company sells cars and meet both those pondering their first EV and seasoned drivers thinking of switching brands.

EVs made up 19.6% of car sales last year, according to the SMMT. That figure was up a fifth on 2023 but still short of the 22% demanded by the zero-emissions vehicle mandate.

Through 2024, Tesla’s year-to-date market share dipped too, but by the end of the year, its overall market share was just about up (by 1.54%) – and the Model Y was the UK’s fifth-most-popular car.

Anyway, invitation in hand, a few months back I duly turned up at Tesla Guildford ready to play the clueless punter. A sales advisor quickly earned my attention with a Morrisons cake and a Nespresso coffee before matching me to a new, long-range Model 3.

On personal contract hire with maintenance and an annual mileage cap of 10,000 miles, it would, he said, cost me £374 per month over three years with a 12-month (£4488) down payment.

Too much? There was the standard-range car for £324 per month instead, but few were available. “It’s almost sold out, with fresh supplies not arriving for a few months,” he told me. “The deal may have changed by then, too. Take a long-range Model 3 for a test drive and think it over.”

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After a turn around the block and back at the showroom, my first conversation was with a chap considering a Model 3. His company car, a Volkswagen Passat GTE estate, is about to be returned, and he thought he’d go electric to save tax.

“I’ve driven a BYD Seal but it felt too Chinese and had more conventional instruments than the Tesla,” he said. “If you’re going to have an EV, it has to be a Tesla for its quality, performance and charging network.”

Next back at the showroom is the test driver of a Model Y.

“I run an Audi Q4 E-tron as a company car,” he said. “It’s great, but it causes me range and charger anxiety. Service station charge points are often so busy that I’m forced to wait ages. Also, sometimes when I’ve gone to use a Tesla Supercharger, it’s an older generation that won’t charge my car.

“Fortunately, my Audi is fitted with the optional heat pump, so I can warm the interior without affecting the car’s range. Colleagues who don’t have one get far fewer miles, and to avoid running out of range completely they drive in a hat and coat. Now that our company is offering a car allowance, they’re switching to Teslas not only for range and charging reasons but also because Teslas have a heat pump as standard. I’ll be following them.”

Another chap was preparing to leave in his Volvo XC60. “The Volvo costs me £150 per month in company car tax, whereas a Model Y will cost me £50,” he said. “It’s a no-brainer. I drive 200 miles a day for work, so the Tesla’s range and ease of charging is another bonus.”

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I just squeezed in a last chat with a couple and their children fresh from a drive of a Model Y, as they transferred all of their family paraphernalia back to their Audi Q5.

“My wife can get an electric car on salary sacrifice,” said her husband. “With Audi dealers offering to buy our car for £20,000 [it’s a 2018-reg with 50,000 miles], we’re thinking that now’s the time to change.”

By this point, a steady flow of visitors was arriving at the showroom. “It’s going to be a busy weekend,” an advisor told me. “Fortunately, the cars sell themselves.”

To business users, yes, certainly they do… Could Tesla regard its nationwide showroom event a success? Despite dire warnings of the possible threat to sales posed by Elon Musk’s recent political posturings, in February Tesla’s sales rose by more than a fifth when compared with the same month last year.

Admittedly, the whole EV market was up almost 42% year on year, driven by buyers rushing to sign up before April when, for the first time, EVs will be liable for road tax.

However, the company can take heart from the fact that against stiff competition, the Model 3 and Model Y secured second and third places in the month’s top 10 new car sales chart. I can’t claim to have contributed to that success, but I reckon I know one or two people who did.

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rmcondo 21 April 2025

Even apart from the massive turnoff relating to the nauseating Musk, alongside Don Trumpone, Teslas are a bit like the Toyota Prius was many years ago. They were initially taken up by well-known Americans and that filtered to others for the money-saving and the environmental aspects. However, later, they were only seen as minicabs, and who wants to be seen driving a minicab. Nowadays, Tesla 3s are Ubers and suchlike and are otherwise largely invisible, not least because they are so bland. If you want to drive a mangy cab that benefits fascists, grab one of these pieces of junk and sleep well.

scrap 21 April 2025

Boycott Tesla folks. 

Politics is politics, but Musk publishes blatant fake news to rile up the UK. It's not on.

 

eelectric 21 April 2025
Musk is absolutely turning customers off of Teslas, especially in countries like Germany. After his "roman salute" as the Trump crowd called it, sales precipitously fell. He then presented a speech via web to the AfD (Alternative for Deutschland) Party where he basically said Germany needs to forget their Nazi past, that multiculturalism would lead to the end of Germany, and that Germans should stop feeling guilty of what happened in WW2. Well.... As someone who had a grandfather fight against those Nazis in Europe, who saw firsthand the aftermath of the Holocaust, and who knows survivors of concentration camps, forgetting or forgiving the Germany of the 1930s and 1940s is the last thing that anyone needs to do. Musk has also lied, blatantly, about the "woke mind virus" and spread debunked far right propaganda. The weirdest thing to me is his obsession with Trump, a man who has hated EVs and deliberately lied about them for years, but who knows wants everyone and their sister to buy a Tesla. It's all for money, and I'm convinced that has been Musk's entire motivation behind Tesla from the beginning of his involvement. His daughter claims he's never really been an environmentally conscious person, and it was all a schtick to sell cars to the environmentally conscious consumer. Now that he has deeply insulted many of those same people who got Tesla to be the company it is today, a lot of them are turning away from Tesla. There's an entire movement in the US where people are selling their Teslas and replacing them with an EV from a different company because they want nothing to do with Musk. On top of that, Musk lies so much about Full Self Driving it is unbelievable to me the EU and US DOJ/FTC/SEC have not launched probes into his dishonest statements. He's been selling FSD as a sure thing for nearly a decade now, but as someone who had a Tesla with said software, I can attest it is not remotely close to actually being truly autonomous. Removing every sensor from the cars except some low resolution optical cameras that have about the same clarity as a cell phone from 15 years ago does not seem like something that would also be able to see everything it needs to see to drive a car in every scenario. When it rains the cameras pop up warnings that they're blinded or blocked, direct sunlight does the same thing, while in low light they cannot see anything beyond the beam of the headlights. We added radar and ultrasonic sensors to cars because they have different capabilities than a simple camera. At what point will Tesla have to stand up and admit it cannot reach "Level 5" autonomy as claimed, and refund all of its FSD customers? I hope that day is near because at this point the grift has been going on since 2016 or 2017. Many of the early cars sold are so old now they are at the end of their useful lifespan. Even if you forget his political antics, the full self driving scam should be enough for you to question anything the man says. When I bought my Tesla in 2019 I paid £6000 for full self driving, yet 6 years on my car is now out of date and cannot even receive the latest updates due to the computer chips it uses. Musk claimed all Teslas sold since 2017 were capable of Full Self Driving, but that's not true either. I hope the governments of the world do step up and go to bat for the consumers who have been conned out of their money. Musk meanwhile has gone from a relative nobody at the bottom of any list of billionaires to being far and above everyone else. All of his worth comes from Tesla stock options given to him by his friends and family on the Tesla board. He owns enough of the stock that he can easily manipulate its price (and he does) on a near daily basis. I truly believe Tesla is going to be in for a rough few years, especially if Musk isn't let go by the board or voted out by shareholders. No intelligent automotive CEO would have ever let his entire lineup get so old without as much as a development mule for a generation 2 product being in the works. Model S is now 15 years old, Model X is over 10, Model 3 is 8 and Model Y is 5. While they've done some refreshes, they didn't do enough to keep them fresh long term. Yet as far as anyone knows, Tesla hasn't even begun developing a new Gen2 Model S or X, while the 3 just finally got updated in its 7th year on sale, signaling it will likely stick around for the next 3-4 years unchanged. The rumored cheap Tesla seems to have been scrapped in exchange for the fictional 2-door robotaxi thing, and the Cybertruck is selling so terribly that they've cut the production line staff down to almost nothing. Tesla has several thousand Cybertrucks, some almost one year old, in inventory . That's a bad sign. If it remains in production for more than a couple of years I'll be surprised. They would be selling 5 times as many if they had just developed a normal looking truck to compete against other EV pickups in America, and also made it comply with European safety regulations. Instead, Musk was convinced this weird stainless steel "dumpster cart on wheels" would be the best selling thing ever. Bet he wishes he'd never sunk over $1 Billion into developing it.