Elon Musk, the richest person in the world and the owner of Tesla and SpaceX, has been making headlines recently for his involvement in US President Donald Trump’s cabinet, but seemingly, there is a portion of the public who are not as happy with his statements and choices post his political involvement.
This time, a Danish construction company, Tscherning , has made a decision to return its entire fleet of Tesla vehicles, citing Tesla CEO Elon Musk’s political views as the reason. This bold decision does not come alone, and it is also a clear reflection of a growing thought among European consumers and businesses who seem to be concerned about the persona of one of the world’s most high-profile CEOs.
Musk’s comments following his inclusion in Donald Trump’s cabinet are now starting to affect how people see the Tesla brand. For some, it’s no longer just about buying a car, it’s about what that purchase might represent. More and more people are asking themselves if driving a Tesla means that they’re also supporting Musk’s political views. This shift is making both individuals and companies rethink their choices, especially in places like Europe, where values and image play a big role in decision-making.
The company says, “Thank you for the ride”, amid political concerns
Danish company Tscherning recently decided to return all of its Tesla vehicles from its corporate fleet. While the cars themselves were not at issue, the company cited Elon Musk’s political behaviour and public statements as the reason for severing ties with the brand.
According to Electrek, Tscherning explained its decision by saying, “At Tscherning, we not only decide how we drive, but also who we drive with. That’s why we’ve chosen to hand over the keys to our Tesla company cars not because Tesla has become a bad car, but in light of Elon Musk’s political commitment and the opinions he has publicly expressed (and which are increasingly hard to overlook), we as a company have chosen to say ‘thank you for the ride.’”
The company went on to say that it no longer wishes to be “associated with the values and political direction that currently accompany the Tesla brand” and will instead opt for “European alternatives” moving forward.
This move is a similar decision made by German pharmacy chain Rossmann, which also sold off its Tesla fleet last year due to comparable concerns. Both companies show a growing corporate reluctance in Europe to align with Musk’s controversial image, even if the product itself remains respected.
Tesla’s falling sales
According to Electrek, Tesla’s position in Europe appears increasingly unsustainable. Despite the availability of the new Model Y throughout the quarter, the company reported lacklustre sales in both Q1 and Q2 of 2025, both quarters have witnessed a significant decline compared to past years. Sales of Tesla vehicles in Denmark specifically dropped by 48.1% in January, 53.1% in February, and a staggering 65.6% in March, year-over-year.
It is also reported that Tesla may be forced to close stores and conduct layoffs in the region.
This time, a Danish construction company, Tscherning , has made a decision to return its entire fleet of Tesla vehicles, citing Tesla CEO Elon Musk’s political views as the reason. This bold decision does not come alone, and it is also a clear reflection of a growing thought among European consumers and businesses who seem to be concerned about the persona of one of the world’s most high-profile CEOs.
Musk’s comments following his inclusion in Donald Trump’s cabinet are now starting to affect how people see the Tesla brand. For some, it’s no longer just about buying a car, it’s about what that purchase might represent. More and more people are asking themselves if driving a Tesla means that they’re also supporting Musk’s political views. This shift is making both individuals and companies rethink their choices, especially in places like Europe, where values and image play a big role in decision-making.
The company says, “Thank you for the ride”, amid political concerns
Danish company Tscherning recently decided to return all of its Tesla vehicles from its corporate fleet. While the cars themselves were not at issue, the company cited Elon Musk’s political behaviour and public statements as the reason for severing ties with the brand.
According to Electrek, Tscherning explained its decision by saying, “At Tscherning, we not only decide how we drive, but also who we drive with. That’s why we’ve chosen to hand over the keys to our Tesla company cars not because Tesla has become a bad car, but in light of Elon Musk’s political commitment and the opinions he has publicly expressed (and which are increasingly hard to overlook), we as a company have chosen to say ‘thank you for the ride.’”
The company went on to say that it no longer wishes to be “associated with the values and political direction that currently accompany the Tesla brand” and will instead opt for “European alternatives” moving forward.
Be honest!
— ( fan ) Elonmusk (@MuskElon3312) May 14, 2025
Would you accept this red Tesla Red for free ?
Yes or No? pic.twitter.com/QlT0MgJ0FA
This move is a similar decision made by German pharmacy chain Rossmann, which also sold off its Tesla fleet last year due to comparable concerns. Both companies show a growing corporate reluctance in Europe to align with Musk’s controversial image, even if the product itself remains respected.
Tesla’s falling sales
According to Electrek, Tesla’s position in Europe appears increasingly unsustainable. Despite the availability of the new Model Y throughout the quarter, the company reported lacklustre sales in both Q1 and Q2 of 2025, both quarters have witnessed a significant decline compared to past years. Sales of Tesla vehicles in Denmark specifically dropped by 48.1% in January, 53.1% in February, and a staggering 65.6% in March, year-over-year.
It is also reported that Tesla may be forced to close stores and conduct layoffs in the region.
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