by Chris Chilton
- 75 percent of Germans say they probably won’t buy a Tesla.
- Politics now shape how Germans view EV brands and buyers.
- Domestic brands are gaining as Tesla’s appeal declines.
Tesla might be providing employment for thousands of Germans at its Berlin Gigafactory, but the nation’s car buyers have no interest in returning the favor by getting a Tesla of their own. A new survey suggests most Germans aren’t just hesitant about buying a Tesla, they’re actively swiping left on the idea.
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According to research from the German Economic Institute, more than three quarters of Germans say buying a Tesla is off the table. Around 60 percent called it completely out of the question, while another 16 percent polled in the study said they probably wouldn’t buy one.
That’s not a minor wobble in brand appeal, it’s a serious collapse, and helps makes sense of Tesla’s 27 percent sales decline in Europe last year.
What makes it more awkward is that interest in electric cars in general is not the problem. According to DW, the same survey shows plenty of Germans are open to EVs, especially from domestic brands. Around one in five new cars sold there is fully electric and roughly 40 percent of those surveyed said they could imagine buying an electric car from a German brand.
Musk Is The Problem
Researchers point to Tesla boss Elon Musk as a big part of the story. His outspoken political positions, including voicing support for Germany’s far-right AfD party, and his association with President Trump, and by proxy, tariffs and US threats against Greenland and European security, have not exactly gone down smoothly with many German buyers.
Read: Europe Just Replaced Tesla With A New EV Sales Champion
Political views now play a major role in EV purchasing decisions in Germany, turning what used to be a tech and environmental choice into something that feels far more tribal.
Even groups you might expect to be more Tesla friendly aren’t rushing to sign order forms. Among supporters of Germany’s Green Party, who are generally enthusiastic about electric mobility, only one in 10 said they could imagine buying a Tesla.
On the other end of the political spectrum where AfD supporters live, enthusiasm for EVs overall is low, which drags Tesla interest down even further.
A Win For BMW And Mercedes
For German automakers, this looks like an unexpected gift. With Tesla stumbling in the court of public opinion, local brands suddenly have more room to sell their own electric models without having to wrestle with Silicon Valley star power. BMW’s new iX3 is one EV capitalizing on Tesla apathy. It’s nearly sold out for the year.
It is a reminder that in the EV era, software and charging speeds matter, but so does how people feel about the badge on the hood. But maybe Elon Musk doesn’t care, because he has his eyes on a bigger prize.
Having revolutionised the car market, Musk is going all in on robots and robotaxis, which have the potential to generate even more money for Tesla. Last month the CEO confirmed the Model X and S would be axed this spring to make way for Optimus robot production.
