Around 10 French clients with leases on Teslas are suing the US carmaker, alleging that Elon Musk’s actions have transformed the brand into an “extreme-right” symbol. The law firm representing them, GKA, claims that Tesla-branded vehicles have become “strong political symbols” and “veritable extreme-right ‘totems'” due to Musk’s actions.
According to GKA, the plaintiffs feel they have suffered “direct and concrete” damage from the association of Teslas with Musk’s actions. “Because of Elon Musk’s actions… Tesla-branded vehicles have become strong political symbols and now appear to be veritable extreme-right ‘totems’, to the dismay of those who acquired them with the sole aim of possessing an innovative and ecological vehicle,” the law firm stated.
The lawsuit demands that the Paris commercial court order the lease contracts to be terminated and legal costs reimbursed. Lawyers Patrick Klugman and Ivan Terel argue that Musk’s political positions have interrupted the enjoyment of the vehicles. “The situation is both unexpected and impossible for French Tesla owners,” Klugman told AFP. “Musk’s political positions have interrupted enjoyment” of the vehicles, and “we believe that Mr Musk owes these buyers the peaceful possession of the thing sold”.
This lawsuit coincides with a significant decline in Tesla sales in the European Union, which have almost halved since the beginning of the year. The slump is attributed to Musk’s political activities, including his support for US President Donald Trump and Germany’s far-right Alternative for Germany party. Some Tesla owners have taken to putting stickers on their vehicles reading “I bought this before Elon went crazy”, while others have faced vandalism and insults.
Tesla’s declining sales in the European Union, which have nearly halved since the beginning of the year, can be attributed to Musk’s polarizing political stance. Many customers who initially purchased Teslas for their innovative and ecological features are now distancing themselves from the brand due to its association with extreme-right ideologies. This shift in public perception poses a substantial challenge for Tesla, which must navigate the complex relationship between its brand identity and the personal views of its CEO.