Tesla's brand value fell again in 2025, marking a two-year downward trend. Brand Finance attributes the decline partly to CEO Elon Musk's controversial actions and public persona, which have negatively impacted consumer perception. Despite maintaining high customer loyalty, Tesla faces challenges in retaining market share and commanding premium pricing as its brand strength weakens.
Tesla 's brand value experienced another decline in 2025, marking the second consecutive year of decrease, according to research and consulting firm Brand Finance . The electric vehicle giant's brand is now estimated to be worth around $43 billion, down from $58.3 billion at the beginning of 2025 and $66.2 billion at the start of 2024. This drop places Tesla behind Toyota, whose brand value stands at $64.7 billion.
Brand Finance CEO David Haigh noted, 'There are people who think he's wonderful, but many that don't,' referring to the impact of Tesla CEO Elon Musk's public persona and political actions on the brand's perception.Brand Finance conducts annual brand value assessments by analyzing consumer surveys and financial data from thousands of companies. This year's ranking involved analyzing responses from approximately 175,000 individuals worldwide, including 16,000 who shared their views on Tesla. The firm observed a decline in key metrics like 'consideration,' 'reputation,' and 'recommendation' for Tesla across major markets where it operates, including the U.S., Europe, and Asia.While Tesla maintains a high loyalty score of 90% in the U.S., indicating strong customer retention, its recommendation score dropped significantly from 8.2 out of 10 to 4.3. Haigh stated that Tesla's declining scores and brand value suggest a weakening 'pulling power,' raising concerns about the company's ability to sustain its high sales and pricing strategies. Despite a global increase in demand for battery electric vehicles, Tesla's vehicle sales declined by approximately 1% to 1.79 million. In the U.S. market, Tesla's EV market share dropped to 49% from 55% in the previous year. The company's brand strength index score also dipped from just over 80 to just under 65. Haigh emphasized that unless Tesla introduces compelling new products and mitigates the negative impact of its CEO's controversial actions, the brand's appeal may wane, leading to a decline in market position
Tesla Brand Value Elon Musk Brand Finance Electric Vehicles Market Share Consumer Perception
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