New research finds that UK motorists have fallen further out of love with the Tesla brand, this time due to Elon Musk’s gigantic pay deal.
A Tesla shareholder meeting, held in November 2025, saw approval given for a compensation package that will reward Musk with more than 423 million shares across the next decade.
Based on Tesla’s projected share value, this has the potential to turn Musk into the world’s very first trillionaire – if major performance milestones are met.
However, a survey undertaken by The Harris Poll UK reveals this potentially massive payout is turning motorists away from purchasing a new Tesla.
In fact, more than a third (36 percent) of survey respondents said they were now less likely to buy a Tesla.
The proportion of those less likely to purchase a new Tesla was highest in the over-55 age bracket: an affluent sector filled with potential customers.
Close to half (45 percent) of these older motorists said the pay deal was driving them away from the American brand. However, 41 percent said Elon Musk’s compensation package had no influence on their future car buying plans.
Musk’s potential trillionaire status has also impacted Tesla’s public perception, according to The Harris Poll UK’s research.
Around a third (35 percent) of those questioned said the pay package made them feel less positive about the Tesla brand. Again, those aged over 55 were more likely to view the electric vehicle marque negatively, with 43 percent noting their disapproval.
A further 44 percent of survey respondents questioned whether Elon Musk was truly worth such a gigantic compensation deal, saying his personal input does not warrant the potential payout.
However, a third (33 percent) believe the current Tesla CEO does deserve to become a trillionaire.
Musk’s political leanings have also continued to shape perception of the Tesla brand. More than a third (38 percent) said Elon’s political commentary has made them feel less positive about Tesla. This increases to 43 percent among 55 to 64-year-olds, and close to half (48 percent) of those aged over 65.
Only 19 percent said Musk’s involvement in politics has made them view Tesla more favourably.
Discussing the research findings, Sarah Beams, managing director of The Harris Poll UK, said: “Our reputation and customer experience indexes show that trust grows when people feel a company is acting with authenticity and a clear sense of purpose.
“Executive decisions and public statements don’t happen in isolation – they shape how people feel about a brand and whether they believe it’s genuinely on their side. Moments like extreme executive rewards can make consumers question whether leaders are truly connected to the realities their customers face or whether those decisions reflect the company’s purpose at all.
“We’re seeing that gap very clearly here. Many people don’t see how this payout benefits Tesla’s customers, and it comes at a time when there’s already a stark divide between executive confidence and public uncertainty. In this climate, understanding how customers are really feeling isn’t optional – it’s essential.
“The brands that listen carefully and show that their decisions reflect their customers’ reality will be the ones that build and keep trust.”
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