Why is Tesla and Elon Musk Targeted?

On March 29, 2025, small protests targeting Tesla and its CEO, Elon Musk, took place in Berlin as part of a broader “Tesla Takedown” Global Day of Action. These demonstrations were relatively modest in scale, with reports indicating only about ten participants in Berlin, a stark contrast to the larger crowds seen in the United States. The protests were driven by opposition to Musk’s role in the Trump administration’s Department of Government Efficiency (DOGE), where he has spearheaded significant cuts to the U.S. federal workforce and government spending. In Berlin, demonstrators gathered outside a Tesla dealership, holding signs critical of Musk, though the turnout remained limited.

The Berlin protests coincided with similar actions across Germany and internationally, including in cities like London and Seattle, as activists aimed to pressure Musk by targeting Tesla, the primary source of his wealth. While the movement has gained traction elsewhere—particularly in the U.S., where hundreds rallied at over 200 Tesla locations—the response in Berlin was notably subdued. Reports from German media, such as Der Spiegel, highlighted the low attendance, with some suggesting the global call to action failed to resonate strongly in the German capital.

This could reflect a disconnect between Musk’s U.S.-focused political actions and local sentiment in Germany, where Tesla’s presence is significant due to its Giga Berlin factory, yet the protests did not mirror the intensity seen in prior anti-Tesla actions there, like the May 2024 demonstrations against the factory’s expansion. The implications of these small protests in Berlin are limited but noteworthy. They signal a ripple of international discontent with Musk’s influence, though the minimal turnout suggests the “Tesla Takedown” movement has yet to mobilize significant support in Germany.

Elon Musk and Tesla have become targets for a variety of reasons, largely tied to Musk’s high-profile actions, political involvement, and the symbolic role Tesla plays as an extension of his influence and wealth. Based on available information, Musk’s close association with U.S. President Donald Trump, particularly since Trump’s second term began in 2025, has made him a lightning rod for criticism. Musk leads the Department of Government Efficiency (DOGE), which is aggressively cutting federal spending and jobs. This has angered groups who see these actions as undermining social programs and democratic institutions, positioning Musk as a powerful figure in Trump’s administration.

Tesla, as Musk’s most visible company, has become a proxy for this backlash, with protests like the “Tesla Takedown” movement aiming to hurt his wealth and influence by targeting the company. Critics view Musk as an unelected billionaire wielding outsized influence over government policy, especially through DOGE. Tesla, which underpins much of his fortune, is seen as a tangible target for those opposing what they call an “illegal coup” or a tech oligarchy. Activists globally have organized demonstrations at Tesla showrooms, with some arguing that hitting Tesla’s stock value and sales directly impacts Musk’s power.

Musk’s vocal support for Trump and far-right figures, coupled with controversial gestures—like a salute at Trump’s inauguration that some interpreted as fascist—has alienated segments of Tesla’s traditional customer base, particularly progressive and liberal buyers. This shift has fueled boycotts, vandalism, and protests, with Tesla vehicles and dealerships being attacked as symbols of Musk’s ideology. For example, in Europe, companies like Rossmann have ditched Tesla fleets over Musk’s politics, and owners report harassment.

Tesla’s stock has dropped significantly in 2025—down 45% according to some reports—amid these protests and a broader sales slump. Activists and short sellers may see this as an opportunity to amplify pressure, with some suggesting that coordinated attacks on Tesla are meant to drive down its stock price. Musk himself has noted that many involved in these “takedowns” profit from shorting Tesla stock, linking financial motives to the targeting. Beyond peaceful protests, Tesla has faced violent acts—gunfire at dealerships, arson at charging stations, and Molotov cocktails—labeled as “domestic terrorism” by U.S. officials like Attorney General Pam Bondi.

While not all incidents are politically motivated, the timing aligns with Musk’s rising prominence in Trump’s administration, suggesting some are retaliating against his policies or persona. The FBI has even launched a task force to investigate these attacks. Opinions differ on who’s behind the targeting. Some claim it’s a well-funded operation, possibly violating securities laws, while others, like activist Valerie Costa, insist it’s a decentralized, people-powered movement. No conclusive evidence ties specific groups like ActBlue or George Soros to the violence, but the narrative of organized opposition persists.

For Tesla, the Berlin protests pose little immediate threat to operations, especially compared to the vandalism and larger rallies elsewhere. However, they contribute to a growing narrative of Tesla as a polarizing brand, potentially complicating its image in a key European market where it employs thousands and produces electric vehicles. For now, the Berlin demonstrations remain a footnote in the wider anti-Musk campaign, lacking the scale to drive substantial change but reflecting a persistent undercurrent of criticism.