Headline finding
What’s Behind Tesla’s Decline?
Image Crisis 38% say their perception of Tesla worsened in the last 6 months; 27% say it got “much worse.
No Safe Harbor Tesla performs poorly across all age, region, and income groups.
Brand Baggage High brand awareness now works against Tesla — it’s no longer the cool outsider but a polarizing cultural flashpoint.
The Numbers
32% Only 32% of Americans have a positive impression of Tesla.
55% 55% say they either would never consider or are not likely to consider buying a Tesla; 44% say they are open to or currently considering it
Top 5 Top 5 in Luxury, bottom-ranked in safety, trust, and family-friendliness.
Who's Winning Instead?
Honda Yes, Honda tops the EV brand index with a +46 net positive rating
Chevy, BMW, Nissan, Audi These brands round out the top 5.
EVs Broadly Public perception of EVs overall remains steady — Tesla’s fall is not dragging the category down.
Why It Matters
The Contradiction
Partisan Differentiation in Consumer Perceptions of Tesla
Of the EV brands EVIR tracks, Tesla is the only one where consumer perceptions differ significantly based on partisan affiliation. A majority of consumers who identify as Democrats and a significant share of consumers who identify as independents have negative views of Tesla, while a majority of consumers who identify as Republicans have positive views of the brand. Similarly, a large majority of consumers who identify as Democrats and a significant share of consumers who identify as independents express distrust of Tesla, and a large majority of consumers who identify as Republicans express trust in the brand.
For comparison, the shares of consumers who identify as Democrats, independents, and Republicans with positive views of Honda are all within ten percentage points of one another. Negative views of Honda among all three of these consumer groups are uniformly low (under 10%) and within three percentage points of one another. A similar pattern is visible in the measure of consumer trust and distrust.
Tesla is the only brand where negative views exceed 15% and distrust exceeds 30% among consumers of any partisan affiliation.
Tesla
Honda
* View intensity score is the share of consumers who say they have a “very” positive view of the brand minus the share of consumers who say they have a “very” negative view of the brand.
** Trust intensity score is the share of consumers who say they trust a brand “a lot” minus the share of consumers who say they distrust a brand “a lot”.
Word Association: EVs in General
Overall takeaway: Consumers understand that EVs are battery-powered, and appreciate their environmental upside, but concerns about cost, limited charging infrastructure, and safety are significant barriers to changing perceptions–and by extension widespread adoption—of these vehicles. Strands of ideological opposition to EVs are also notable. Addressing affordability, expanding access to charging infrastructure, and reinforcing safety messaging could go a long way to encouraging the adoption of electric vehicles.
Of the EV brands EVIR tracks, Tesla is the only one where consumer perceptions differ significantly based on partisan affiliation. A majority of consumers who identify as Democrats and a significant share of consumers who identify as independents have negative views of Tesla, while a majority of consumers who identify as Republicans have positive views of the brand. Similarly, a large majority of consumers who identify as Democrats and a significant share of consumers who identify as independents express distrust of Tesla, and a large majority of consumers who identify as Republicans express trust in the brand.
For comparison, the shares of consumers who identify as Democrats, independents, and Republicans with positive views of Honda are all within ten percentage points of one another. Negative views of Honda among all three of these consumer groups are uniformly low (under 10%) and within three percentage points of one another. A similar pattern is visible in the measure of consumer trust and distrust.
Tesla is the only brand where negative views exceed 15% and distrust exceeds 30% among consumers of any partisan affiliation.
Word Association: EV Users
Overall takeaway: Consumers primarily view EV owners as environmentally conscious and affluent. While some see them as technologically savvy, forward thinkers, others see them as brainwashed “woke” yuppies. The mix of perceptions shows that EVs have become a symbol of wealth, green virtue, and modernity, while also signaling both elitism and liberal politics.
Word Association: Tesla
Overall takeaway: For consumers, the conversation around Tesla is dominated by negative sentiment. Roughly half of all consumer responses focus on price or poor build quality, with “expensive” and “overpriced” as the most frequently mentioned words. Safety and reliability concerns—such as fires and self-driving failures—make up another sizable portion, while others simply call the brand “overrated.” Although a meaningful minority still views Tesla as innovative and futuristic, that praise is now outweighed by criticism. More respondents describe the cars as “junk” than as “good” or “great.” Elon Musk’s personal brand looms large: 4% mention him directly, and another 4% use the term “corrupt” while also using political epithets. This reflects how closely Musk’s persona and perceived political activity are tied to the company’s reputation. Very few respondents describe Tesla as a green or luxury brand—another indication that the brand’s environmentally conscious associations have been largely eclipsed by concerns over value, functional reliability, and political controversy.
Word Association: Tesla owners
Overall takeaway: Open–ended responses from consumers suggest that Tesla ownership is largely associated with wealth. More than a third of consumers used words denoting affluence to describe Tesla owners, a sign that the brand has become a socioeconomic marker above all else. Nearly half of all remarks were overtly pejorative, as respondents described Tesla owners as “snobs” or “arrogant”. Political contagion is clear with a small but notable share of consumers using terms like “MAGA” or “Republican” to refer to Tesla owners —a sign that Tesla’s image is now entangled with U.S. cultural-political conflict and with perceptions of Elon Musk. Altogether, these consumer responses point to a reputational shift: Tesla users are no longer widely viewed as green tech pioneers, but as “wealthy status-seekers with questionable judgment,” as the brand has become polarized along political lines.
Word Association: Honda
Overall takeaway: Reliability is Honda’s single dominant equity. Nearly half of the consumers surveyed used the word “reliable” or a close synonym to describe the brand. Consumers broadly view Hondas as a “good quality” vehicle, that is “practical,” and “affordable”. Notably, “style,” “innovation,” and “excitement” are rarely mentioned. A small, but noticeable minority describe the brand as “expensive,” “boring,” or even unreliable—pockets of negative sentiment that the company should watch. Overall, Honda is seen as a dependable, trustworthy, and sensible choice. Consumers see Honda EVs as functional but muted in flair.
Word Association: Honda owners
Overall takeaway: The dominant picture of Honda owners amongst consumers—capturing roughly 64% of all mentions— is of buyers who make rational, head-driven decisions: they are seen as smart, value dependable products, and seek a good return for their money. Another 10% describe them as ordinary, everyday people, while 7% specifically cite family needs or safety concerns, reinforcing the sense that Hondas fit well into practical, mainstream life stages. Mentions of excitement, performance, status, or trendiness are rare, indicating that Honda’s image is not tied to emotional appeal or luxury. While a small number of respondents equate practicality with dullness or cheapness, these views remain on the margins. Overall, Honda loyalists are largely viewed as sensible, cost-conscious consumers who prioritize reliability and function over status symbols.
Word Association: Hyundai
Brand
Overall takeaway: Hyundai enjoys a broadly positive public perception with consumers. Almost one-quarter of respondents simply call Hyundai “good” or similar, and another 13% associate the brand with reliability. Hyundai is widely seen as a budget-friendly choice as affordability dominates consumer sentiment on the brand. One fifth of all consumers’ responses refer to Hyundai vehicles as “cheap” and affordable”. National origin is also top-of-mind, with frequent mentions of the brand as “foreign” or “Korean”—a salient, though mostly descriptive, association. Encouragingly, innovation is beginning to break through: a notable share of respondents reference “innovative,” “electric,” “high-tech,” or specific EV models like IONIQ and KONA, signaling traction for Hyundai’s recent design and electrification efforts. That said, negative perceptions persist for some—responses describing the cars as “junk,” “garbage,” or “unreliable” suggest that early quality stigmas still linger. Secondary associations include practicality and family suitability, and a smaller number mention style or fun, while safety has yet to emerge as a defining trait. Overall, respondents largely see Hyundai as a sensibly-priced, reliably “good” brand that is increasingly seen as innovative, while a smaller segment still associates it with low quality or remains unfamiliar.
Owners
Overall takeaway: Hyundai enjoys a broadly positive public perception with consumers. Almost one-quarter of respondents simply call Hyundai “good” or similar, and another 13% associate the brand with reliability. Hyundai is widely seen as a budget-friendly choice as affordability dominates consumer sentiment on the brand. One fifth of all consumers’ responses refer to Hyundai vehicles as “cheap” and affordable”. National origin is also top-of-mind, with frequent mentions of the brand as “foreign” or “Korean”—a salient, though mostly descriptive, association. Encouragingly, innovation is beginning to break through: a notable share of respondents reference “innovative,” “electric,” “high-tech,” or specific EV models like IONIQ and KONA, signaling traction for Hyundai’s recent design and electrification efforts. That said, negative perceptions persist for some—responses describing the cars as “junk,” “garbage,” or “unreliable” suggest that early quality stigmas still linger. Secondary associations include practicality and family suitability, and a smaller number mention style or fun, while safety has yet to emerge as a defining trait. Overall, respondents largely see Hyundai as a sensibly-priced, reliably “good” brand that is increasingly seen as innovative, while a smaller segment still associates it with low quality or remains unfamiliar.
Word Association: Kia
Brand
Overall takeaway: Kia is first and foremost associated with price. About one-third of responses describe it as “cheap,” “affordable,” or “economical.” This contributes to perceptions that the brand offers strong value for money, but also to lingering doubts about quality. Overall consumer sentiment is mixed to positive: while some respondents use clearly favorable adjectives like “good,” “great,” or “awesome,” and others highlight reliability, a comparable number explicitly call the brand “junk,” “bad,” or “unreliable.” Respondents more often associate Kia with practicality than with style or performance, perceiving Kia vehicles mainly as compact, family-oriented transportation rather than anything aspirational. Safety perceptions are split; some call it “safe,” while others use terms like “unsafe” or “death-trap,” influenced in part by recent news and social media narratives about Kia thefts. A modest but noteworthy group describes Kia as innovative, modern, or up-and-coming, indicating that the brand’s newer EV models and evolving design language are starting to resonate. Overall, Kia is seen as a low-price, decent but not premium brand. Enthusiasm about value and improving quality coexists with residual doubts about durability, and a persistent tendency among some to equate “cheap” with “junk.”
Owners
Overall takeaway: The dominant narrative on Kia owners is centered on value. Nearly half of all consumer responses frame Kia shoppers as people trying to stretch a dollar, with “cheap” appearing more than any other single word; parallel words like “thrifty” also feature. The second largest share of consumers see Kia owners as “practical” and “utilitarian”. Only a small share of comments are enthusiastically positive, while a noticeable minority use overtly negative or dismissive language, reflecting ongoing skepticism about the brand’s quality or the judgment of its buyers. Overall, Kia owners are seen as cost-driven, down-to-earth consumers who aren’t concerned with status signalling, but prioritize value for money and practical functionality when it comes to their vehicle of choice.
Word Association: Ford
Brand
Overall takeaway: Consumers most commonly associate Ford with reliability—a quarter of all respondents used “reliable,” “dependable,” or a close synonym, even when describing the brand. Toughness and durability also stand out, with many echoing the “Built Ford Tough” image through words like “strong,” “rugged,” or “workhorse.” The brand’s fabled American identity is well known by consumers, who associate Ford vehicles with words like “USA,” “Detroit,” or “American”. Notably, sentiment is not uniformly positive. A meaningful number of respondents describe Ford as “junk,” “unreliable,” or simply “average,” suggesting that while the brand’s core equity in durability and U.S. heritage remains strong, perceptions of quality are split.
Owners
Overall takeaway: Most consumers surveyed see Ford owners as people who choose vehicles for function and longevity, rather than for status or style. The second largest share of consumers describe Ford owners as “average, everyday Americans”, reinforcing the perception that Ford has broad mainstream appeal. Consumers also tie the brand to some negative stereotypes, suggesting a cultural divide—while consumers view Ford as “practical,” some may also view the brand as lacking “sophistication”. Overall, Ford owners are seen by respondents as down-to-earth, mainstream Americans who prioritize practicality, but at times can be seen as “unsophisticated”. .
Word Association: Audi
Brand
Overall takeaway: When consumers are asked to describe Audi, the brand is overwhelmingly framed through the lens of luxury and price. Nearly four in ten comments invoke terms like luxury, upscale, classy, or prestigious, while another third highlight cost-related words such as expensive, overpriced, or high-end. These two themes—status and price—account for roughly two-thirds of all responses, reinforcing Audi’s position as a premium, aspirational brand. A smaller set of responses conveys general positivity, using broad favorable terms like good, nice, or great, while others reference performance and sportiness, describing the cars as fast, fun, or zippy. Audi’s German and European origin remains a recognizable part of its identity, and a few note the brand’s quality and reliability, though these traits are not top-of-mind. Only a small share express outright negativity, using words like junk, pretentious, or overrated, and a similarly small group admit to being unfamiliar with the brand. Overall, the picture is one of a high-status, high-price automaker, admired for its sophistication and driving experience, but not widely associated with practicality, accessibility, or mainstream reliability.
Owners
Overall takeaway: Consumers overwhelmingly associate Audi owners with wealth and affluence, with nearly half of all mentions using terms like rich, wealthy, well-off, or upper-class. A significant share describes Audi owners as status-seeking or snobbish, using words such as pretentious, elitist, or bougie, indicating that Audi ownership is widely seen as a way to display wealth. Another prominent cluster admires luxury, style, and sophistication, with terms like classy, elegant, and refined, while a smaller but notable group credits Audi owners with being intelligent, successful, or professional. Mentions of sportiness or performance appear but are clearly secondary, and attributes like safety, practicality, or environmental concern are rarely brought up. Overall, consumers see Audi owners as individuals interested in signaling status with their vehicle, rather than practicality.