Gary Zhou 
Key Takeaways
- Tesla’s brand reputation has sharply declined, now ranking 95th in the Axios Harris poll, a drop from previous years.
- The company fell 32 places from the previous year, now scoring just 61.3, showing a significant loss in public perception.
- Tesla was once the 8th most trusted brand in America in 2021, highlighting its rapid decline.
- Elon Musk’s controversial public behavior, including political advocacy, has been cited as a major reason for Tesla’s tarnished image.
- General sentiment against Musk’s leadership has extended to Tesla’s associated brands, affecting their standings negatively as well.
- Other companies with significant scandals, such as BP and UnitedHealth, now rank higher than Tesla, indicating a surprising shift in public opinion.
- In a year branded as the “year of the tarnished titans,” Tesla’s issues appear to be part of a broader trend impacting many high-profile companies.
In recent years, Tesla has been a dominant force in the electric vehicle industry, known for its innovation and groundbreaking technology. However, the latest Axios Harris poll reveals a surprising downturn in the company’s brand reputation. From once being among America’s most trusted brands to sliding down to the lower rungs of public perception, the decline in Tesla’s reputation presents a significant case study in brand management and leadership dynamics.
The Sudden Drop: Understanding the Rankings
According to the 2025 Axios Harris poll, Tesla has dropped a staggering 32 places, now holding the 95th position in terms of brand reputation. This sharp decline from its previous high points, such as ranking 8th in 2021, indicates a pronounced shift in public sentiment. The latest score of 61.3 showcases a significant loss in the brand’s previous lauded status.
Factors Fueling the Decline
1. Leadership Controversies
A significant portion of Tesla’s fall from grace can be attributed to the behavior and decisions of its CEO, Elon Musk. His controversial public stance and political advocacy have not only affected Tesla but have cast a shadow over all Musk-affiliated brands. Musk’s leadership style, often characterized by impulsivity and contentious statements, seems to have alienated a segment of Tesla’s consumer base.
2. Public Sentiment & Brand Associations
The role of public sentiment cannot be overstated in assessing brand reputation. Companies like BP, which have faced their own scandals, now rank above Tesla, emphasizing how Musk’s image and Tesla’s association with it might overshadow its technological and environmental advances.
3. Market Dynamics and Industry Challenges
Tesla’s issues are part of a larger trend labeled as the “year of the tarnished titans,” where many high-profile brands find themselves struggling to maintain favor with the public. This suggests a broader industry challenge where consumer expectations and perceptions are rapidly evolving, making sustained reputation management crucial.
Mitigating Brand Damage and Rebuilding Trust
For Tesla, reversing its reputational decline will require concerted efforts in several areas:
- Enhanced Corporate Governance: Introducing checks and balances that can buffer against any unilateral decisions that could harm the brand.
- Strategic Communication: Implementing a communication strategy that reinforces Tesla’s core values and separates its identity from individual personalities.
- Customer-centric Policies: Enhancing focus on customer satisfaction and engagement to rebuild trust and loyalty among consumers.
- Innovation and Product Reliability: Continuing to deliver on technological promises while ensuring product reliability can help in regaining the public’s trust.
Tesla’s decline in brand reputation serves as a cautionary tale for companies worldwide. It underscores the importance of consistent leadership, the impact of personal behavior on brand equity, and the need to stay attuned to evolving consumer expectations. While Tesla’s current standing is a far cry from its past acclaim, with strategic efforts, the company holds the potential to restore its reputation and lead once again in the realm of innovation and sustainability.
