Loyalty, that golden thread in the fabric of business, is feeling a bit frayed these days—especially in the world of Elon Musk. The billionaire, once a poster child for disruption and innovation, has recently been making headlines for reasons far removed from rocket launches and self-driving cars. Instead, it’s his erratic behaviour, public feuds, and a spectacular falling out with none other than Donald Trump that have dominated the news. In a twist that would make Shakespeare raise an eyebrow, Musk’s own loyalty—or lack thereof—has become a case study in how not to build trust.
When the Boss Goes Rogue
Let’s set the stage: Musk, the tech titan, was a vocal supporter of Trump’s 2024 re-election campaign and even scored a gig as co-leader of the Department of Government Efficiency. They were the odd couple of American politics—until they weren’t. In May 2025, Musk publicly criticized Trump’s “One Big Beautiful Bill,” a tax and spending initiative that would balloon the federal deficit. The fallout was swift and dramatic. Trump, never one to take criticism lightly, threatened to pull federal support from Musk’s companies, while Musk responded with barbs about ungratefulness and even alluded to Trump’s alleged ties to Jeffrey Epstein. The feud sent Tesla’s market value tumbling and left many wondering: if Musk can’t stay loyal to his political patron, what does that say about his loyalty to his own customers?
Tesla’s Loyalty Gamble: $2,000 and a Leap of Faith
Meanwhile, Tesla is doubling down on customer loyalty—or at least trying to. The company is offering $2,000 to existing owners who trade in their old Tesla for a new Model Y, a move designed to keep its fan base close and its sales pipeline full. It’s a bold strategy, especially given the current climate. Tesla owners, long known for their devotion, now find themselves in a peculiar position. On one hand, the perks and incentives are hard to ignore. On the other hand, the brand they once championed is under siege—not just from competitors, but from within.
Dealerships Under Attack: Loyalty Tested by Vandalism
The past year has seen a disturbing trend: Tesla dealerships, charging stations, and even privately owned vehicles have become targets for vandalism and protest. The “Tesla Takedown” movement, which organized hundreds of protests at Tesla showrooms across the US and beyond, has made it clear that not everyone is a fan of Musk’s recent antics. These attacks have real consequences. Dealerships are forced to close for repairs, employees feel unsafe, and customers—once eager to show off their Teslas—now think twice before parking in public. The average repair bill for vandalized Teslas hovers around $1,900, and insurance premiums are on the rise. Yet, despite the turmoil, many owners remain loyal, a testament to the brand’s enduring appeal—or perhaps to the sunk cost fallacy.
Elon Musk: The Unlikely Brand Ambassador
At the heart of Tesla’s dilemma is its CEO. Musk, once revered as a visionary, is now seen by many as a liability. His public statements, political alliances, and unpredictable behaviour have alienated a significant portion of his customer base. Negative views of Musk have surged, and some Tesla owners have even resorted to bumper stickers proclaiming, “I bought this before we knew Elon was crazy.” The lesson here is clear: when a CEO becomes the brand, their actions—good or bad—have a direct impact on customer loyalty. Musk’s recent behaviour has shaken trust in Tesla, and it’s not just a PR problem—it’s a business problem.
The Takeaway: Loyalty Is a Two-Way Street
In the end, loyalty isn’t just about incentives and discounts. It’s about trust, consistency, and a shared sense of purpose. Tesla’s $2,000 loyalty offer is a clever tactic, but it can’t paper over the cracks caused by Musk’s erratic leadership and the growing backlash against the brand. If Musk wants to rebuild trust, he’ll need to do more than throw money at the problem. He’ll need to show some loyalty—not just to his customers, but to the values that made Tesla great in the first place.
So, as the dust settles on Musk’s latest feud with Trump and the attacks on Tesla showrooms continue, one thing is clear: in the world of business, loyalty is precious—and easily lost. Just ask Elon Musk.
