Tesla’s reputation has soured among Coloradans, with registrations in the state dropping this year amid protests and the political influence of CEO and co-founder Elon Musk within the Trump administration.
Though Tesla is ranked third in brand popularity in Colorado, new car registrations have decreased by 9.3% compared to last year’s fourth quarter, according to data provided by the Colorado Auto Dealers Association.
“Tesla is taking a beating right now, mostly over politics,” said Matthew Groves, CEO of the Colorado Automobile Dealers Association, in an email to The Post.
Musk’s leadership in the Department of Government Efficiency and his involvement with recent federal government policies — particularly the mass layoffs at federal agencies — have prompted protests at Tesla dealerships around the county. Dealerships have been vandalized and property destroyed, including damage to charging stations and some vehicles. One individual was arrested on suspicion of arson at a Loveland Tesla dealership. Another person is accused of throwing Molotov cocktails and spray-painting “Nazi cars” on the building in Loveland.
The company’s image has suffered so much to the point where President Donald Trump addressed it early last month outside of the White House.
Trump, standing next to Musk with his son X Æ A-Xii, spoke to the media and said that violence against Tesla stores would be labeled as domestic terrorism and those who perpetrated the crimes would “go through hell.”
Since the beginning of this year, Tesla’s stock price has plummeted. The stocked closed at 379.28 on Jan. 2, dropping to $233.39 on Monday .
The company has reported that it delivered about 336,681 cars in this year’s first quarter, nearly 160,000 fewer than the previous quarter. This also marks a decrease of about 50,000 vehicles compared to the first quarter of last year.
Groves also said his dealers are seeing many Teslas on trade and that the company is seeing an impact internationally — Tesla was booted from the Vancouver International Auto Show last month.
“The Vancouver International Auto Show has removed Tesla as a participant, after the automaker was provided multiple opportunities to voluntarily withdraw,” said Eric Nicholl, executive director of the Vancouver International Auto Show.
Nicholl said the decision was made because the show’s top priority was the safety of attendees, exhibitors and staff.
Potential changes in government policies during 2025, including possible tax cuts, increase in tariffs and reductions in labor force because of deportations, can introduce an increase in uncertainty into the outlook for new vehicle sales, according to a fourth quarter 2024 auto outlook report by the Colorado Automobile Dealers Association.
Tesla did not respond to requests for comment about Colorado vehicle sales.
Since the company’s inception in 2003, Tesla’s mission has been to accelerate the world’s transition to sustainable energy, based on the company’s website.
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