More trouble for Tesla

Tesla brand desirability drops sharply among homeowners across key markets

London, April 2025 New data from Electrify Research reveals a significant decline in Tesla’s brand desirability among homeowners in the UK, France, Germany and the US. Between July 2023 and January 2025, interest in owning a Tesla declined from 30% to 21% - a relative drop of 30% across these four major markets. Tesla slipped from being the most desirable EV brand back in July 2023 to the seventh most desirable as of Jan. 2025, now trailing behind Audi, Mercedes, BMW, Toyota, Porsche and VW.

The UK saw the smallest relative decline in brand desire (down 12%), followed by the US (down 29%) and France (down 30%) with Germany showing the steepest fall in brand desirability at 41%. Real world sales data from Q1 2025 followed a similar pattern, with Tesla recording year-on-year sales drops of approximately 60% in Germany, 40% in France, 9% in the US, and a modest rise of 3.5% in the UK. The consistency between desirability shifts and sales trends suggests HETS provides an accurate read on consumer sentiment ahead of market movements.

Fig. 1: Tesla and BYD brand desirability among homeowners (by country) – agree with statement “I would like to own and EV from this brand”

Source: Electrify Research Homeowner Electrification Tracker Study 2023-‘25

As the fieldwork concluded in mid-January 2025, these results pre-date Elon Musk’s widely reported alleged Nazi salute at a rally celebrating President Trump’s inauguration, as well as his actions as head of the newly formed Department for Government Efficiency (DOGE). Tesla’s brand difficulties may therefore deepen before they recover.

Out of the 37 other brands tracked in HETS, none experienced a decline of comparable scale to Tesla's.

While some have attributed Tesla’s decline to a stagnant model line-up, Electrify Research Managing Director Ben Marks sees a broader issue at play:

“Tesla’s fall from grace is unlikely to be down to a model range in need of updating. Because we ask all homeowners about general brand desirability, the picture we get is more about broad brand perception - shaped more by cultural context than by product specifics.”

Supporting this view, brands like Nissan - despite introducing few new models - have maintained stable desirability, with Nissan seeing just a 1-point drop during the same period.

The decline in desirability was especially pronounced among key segments of the market. Among homeowners actively considering an EV for their next car - Tesla’s core audience - brand desirability dropped from 57% to 42%, a 26% decrease. The fall is steeper among current EV drivers: from 59% to 39%, marking a 34% drop.

Few brands gained ground over the same period, but BYD stands out. Although not available in the US, BYD’s desirability grew steadily from 3% to 7% across the UK, France and Germany - a 75% relative increase. See table above.

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Electrify Research and HETS

Electrify Research is a leading provider of consumer insight into the electrification of homes and transport. Through its Homeowner Electrification Tracker Study (HETS), Electrify delivers high-resolution data on consumer attitudes, behaviours, and adoption trends in key global markets.

Electrify Research launched the Homeowner Electrification Tracker Study (HETS) in May 2023 to monitor homeowner attitudes, adoption and path to purchase of key low-carbon technologies: EVs, heat pumps, solar panels, and home batteries. HETS surveys over 16,000 homeowners annually across the UK, France, Germany, and the US, using nationally representative samples.

Each wave includes quantitative data and over 250,000 open-text comments, offering rich insights into consumer sentiment. Two core questions focus on EV brand awareness and desirability.

HETS is available by subscription via an interactive dashboard used by energy providers, sustainable finance institutions, policymakers, manufacturers, and campaigners to guide strategy and accelerate home electrification.

Electrify Research was founded by Ben Marks, former founder of YouthSight, to bring high-impact insight to the energy transition.