Tesla lost $15 billion in brand value in 2025 as Musk stepped deeper into politics, research shows

Core Insights - Tesla's brand value decreased by $15.4 billion, approximately 36%, in 2025, marking a third consecutive annual decline [1][2] - The current estimated brand value of Tesla is $27.61 billion, down from $43 billion at the beginning of 2025, $58.3 billion in 2024, and a peak of $66.2 billion in January 2023 [2] Brand Value Analysis - Factors contributing to the decline in brand value include a lack of innovative new models, high vehicle prices compared to competitors, and CEO Elon Musk's focus on geopolitics rather than the automotive business [2] - Tesla's scores in reputation, recommendation, trust, and coolness have significantly dropped, particularly in Europe and Canada [3] Consumer Sentiment - Tesla's recommendation score in the U.S. fell to a new low of 4.0 out of 10, indicating a decrease in consumer willingness to recommend the brand, down from a high of 8.2 in 2023 [4] - Despite the decline in recommendation scores, consumer familiarity with the Tesla brand improved in most markets, and loyalty among U.S. customers increased from 90% to 92% in 2025 [5] Competitive Landscape - BYD, Tesla's main competitor in China, saw its brand value rise by approximately 23%, reaching around $17.29 billion, up from $14.03 billion the previous year [6] - In the current ranking, five automakers, including Toyota, Mercedes-Benz, Volkswagen, and Porsche, surpassed Tesla, with Toyota leading the sector at an estimated brand value of $62.7 billion [6]