There exists a sentiment that a portion of Tesla’s recent decline may be attributable to dissatisfaction with CEO Elon Musk’s political activities and the actions taken by his so-called Department of Government Efficiency. Since mid-February, Tesla showrooms have become venues for protests in roughly 100 locations across the United States, where demonstrators are eager to express their sentiments about the controversial CEO.
These largely cheerful, street-based demonstrations—some featuring Mariachi bands, puppeteers, and oversized cardboard Cybertrucks—have been organized by a website named TeslaTakedown, which has received significant media attention.
Alex Winter, a documentary filmmaker based in Los Angeles—and known for his role as Bill in the 1988 cult classic Bill & Ted’s Excellent Adventure—is the mastermind behind the website. He shared with WIRED that the goal of the TeslaTakedown initiative is to undermine Musk: “Our aim is to diminish the brand’s value. It’s a straightforward and effective way for individuals to take to the streets and voice their dissent.” Media coverage amplifies the movement’s narrative, he notes. “We seek to disseminate verified, factual information regarding Musk, DOGE, and the rationale for devaluing Tesla.”
“Musk himself is poisoning the Tesla brand,” Winter remarks. “We’re merely assisting him.”
TeslaTakedown was launched last month, initiated by a February 10 post on Bluesky by Joan Donovan, a disinformation researcher and assistant professor specializing in journalism and emerging media studies at Boston University. “Join us for an international picket #TeslaTakeover in your area,” she posted, later agreeing to the rebranding of the movement.
“I asked myself what actions I was willing to physically undertake to raise awareness about Musk. Well, I’m prepared to protest outside a Tesla dealership on Saturdays,” Donovan told WIRED. “I created a flyer and began sharing it online. Alex noticed my post, and we started texting about how to proceed; everything came together remarkably quickly.”
At the first rally in Boston on February 15, there were 50 participants. By the third week, that number swelled to 300. “I’ve encountered educators, health professionals, retirees, and university students—all Americans who wish to see DOGE vanish,” Donovan states. “This not only serves as a strategic boycott of Tesla but also as a multi-voiced protest addressing numerous grievances.”
Elon Musk and Tesla did not respond to requests for comment.
Erica Chenoweth, a political scientist at Harvard University who has analyzed over 300 modern uprisings globally, has observed that meaningful change typically becomes unavoidable when 3.5 percent of a population engages with a movement.
“There are often significantly more individuals who support movements than those who actively partake in them,” Chenoweth notes in her discussion with WIRED.
Could TeslaTakedown achieve quick results? “Instead of fixating on the timeline,” she explains, “I generally assess whether a movement is generating pressure and momentum with each successive event.”
“In the social science surrounding these movements, many speak of eliciting defections—encouraging individuals within various supporters to shift their loyalties away from the existing order. For corporations, those supporters can include shareholders, employees, suppliers, distributors, advertisers, consumers, and their networks.”
Deteriorating Loyalties
Those foundational supporters appear to be displaying signs of wavering. Across platforms such as Reddit, TikTok, Facebook, and even X, individuals have begun sharing posts about divesting from their Teslas. Singer Sheryl Crow notably became one of the more recognized figures, posting an Instagram video on Valentine’s Day that showcased her parting ways with her Tesla as it was loaded onto a flatbed truck.
“There comes a moment when you must choose who you’re willing to associate with. Farewell, Tesla,” she wrote, mentioning that she would donate the proceeds from the sale to National Public Radio, which she claimed was “under threat from President Musk.”
