Tesla’s Twilight: The Comet That’s Burning Out

Once a name synonymous with innovation and the future, Tesla now seems to be slipping fast. According to multiple recent studies, Tesla’s global brand appeal has dropped to 18 percent from 22 percent just a year ago. This decline is evident across all of the company’s key markets: in the US, it fell from 38 percent to 29; in Europe, from 20 to 15; and in China, from 18 to 14.

In China, where Tesla once shone as a technological front-runner, domestic rivals like BYD and Xiaomi have seized the crown. BYD’s sales in Europe jumped by a staggering 169 percent in April, reaching 7,231 electric vehicles — surpassing Tesla for the first time, whose sales tumbled 49 percent to 7,165.

Tesla’s image in Europe has also taken a hit from Elon Musk’s political forays. His vocal support of controversial politicians has sparked protests and done serious damage to the brand’s reputation. As the saying goes: a big mouth is a burden to the body.

All in all, Tesla — once the driving force behind the electric car revolution — now faces a daunting road ahead. Competition is fierce, and if the company fails to pivot swiftly, it could be heading into very turbulent times.