On Saturday, March 29, 2025, a "Tesla Takedown" protest unfolded outside the Tesla Service Center in El Paso, Texas, as around 80 demonstrators voiced their concerns regarding the influence of CEO Elon Musk on democracy and governance. This local gathering was part of a broader movement, with similar protests occurring across the United States and internationally as part of the "Tesla Takedown Global Day of Action." Protesters rallied against what they perceive as a dismantling of democratic values, fueled by Musk's ties to the Trump administration.
Chants of "We don’t want a fascist king" echoed through the streets, accompanied by signs bearing slogans like "No Nazis in Office." Among the crowd was Jessica, who traveled from Las Cruces, New Mexico, to participate. "I like democracy," she stated simply. "I like freedom." The El Paso protest was organized by Pete, a 74-year-old Vietnam veteran, who expressed a newfound sense of urgency to act. "You just keep saying, 'Somebody ought to do something about this,'" he reflected. "And I just left my recliner and decided to go ahead and do something about this. Who would have thought?"
While the protest aimed to remain peaceful, it highlighted an undercurrent of anxiety among participants. Many were hesitant to disclose their identities, fearing potential repercussions for their dissenting views. "We are on a trajectory to a police state," warned John Smith, a younger protester whose face was covered. He cited an incident involving Rumeysa Ozturk, a Turkish Ph.D. student arrested by ICE for publishing a pro-Palestinian op-ed, as a cautionary tale about the risks of speaking out.
As they held their signs on the public sidewalk, the protesters expressed their worries about the current political climate. "Democracy is chipping away," Pete lamented, emphasizing that those in power are gradually eroding governmental structures. The protest drew a diverse crowd, including Christine Martin, a former Trump supporter who has since changed her stance. "He’s an embarrassment, he doesn't know anything, he’s turning us against the world and our allies," she said, reflecting on her disillusionment.
Meanwhile, Tesla's stock struggles have mirrored the sentiment expressed at the protest. The electric vehicle manufacturer has faced a turbulent market since the beginning of 2025, with shares trending downward amid increasing volatility. Wall Street analysts, once praising Musk's leadership, are now voicing concerns and even suggesting that he resign. The stock's decline is not an isolated incident; many tech stocks have been caught in a similar downward spiral, raising alarms about the overall health of the tech sector.
Public sentiment toward Tesla has soured significantly, with reports of protests and vandalized vehicles becoming more frequent. A recent YouGov survey revealed that although 92% of Americans are aware of Tesla, only 9% would consider purchasing one of its vehicles. This positions Tesla as 19th among 20 automakers surveyed, just above Buick. In comparison, traditional automakers like Toyota, Ford, and Honda enjoy far more favorable consumer sentiment.
As the protestors rallied, they highlighted their discontent with Musk's leadership decisions, which they believe are detrimental to both the company and the broader society. Jessica articulated her grievances, listing actions taken under the Trump administration that she opposed, including the dismantling of government and human rights protections and the alienation of international allies. "It’s unbelievable. I never thought I’d see this in my lifetime," she remarked.
Brandon Boyd, another protester, honored the memory of his family members who fought in World War II against fascism. "This guy [Musk] is a Nazi. He throws Nazi salutes. I owe it to my family and all the veterans who fought a war against Nazis to protest," he asserted, reflecting the intensity of feelings among the demonstrators. The protest was a microcosm of the larger discontent brewing against Musk, whose actions and statements have increasingly drawn ire from both consumers and investors.
As the situation develops, Tesla faces mounting challenges not only in the U.S. but also in international markets. In Europe, the company has seen its market share decline significantly, with Tesla commanding just 1.8% of the total automotive market and 10.3% of the battery electric vehicle market in February 2025, down from 2.8% and 21.6% respectively the previous year. This decline comes at a time when competition from companies like BYD in China is intensifying, as they offer lower prices and advanced technology.
The outlook for Tesla appears increasingly precarious. With the company set to report quarterly deliveries that are expected to be the lowest in two years, investors are bracing for potential further declines in stock value. Analysts have expressed deep concerns over the implications of ongoing protests and the negative consumer sentiment surrounding Musk and his leadership style.
The protests, particularly the "Tesla Takedown" events, signify a growing movement among consumers and citizens who are unwilling to remain passive in the face of what they perceive as a threat to democracy and civil rights. As the backlash against Musk continues to grow, it remains to be seen how Tesla will navigate its current challenges and whether the company can regain the trust of consumers and investors alike.
