With Elon Musk as the undisputed face of Tesla, for years millions of drivers have seen their electric vehicles as more than a car: a symbol of progress, technology and vision of the future. But what happens when that vision is contaminated with political bias on the part of the owner? In recent years, Musk’s image has polarized many of his followers and clients, and they have found an ingenious solution: stickers to “claim” your Teslas.
Tesla drivers are starting to put stickers on their cars that read in English “I bought this car before Elon went crazy”.
The stickers are selling on Amazon and other platforms at a good pace. Musk began as a leader admired for his ability to break molds, but his political statements and controversial acquisitions, like the old Twitter, have changed public perception.
Now, His participation, although external, in the Trump government has been the straw that broke the camel’s back for many, But this could go further because there are those who believe that Musk already harms Tesla as a company more than it contributes.
The cognitive dissonance that some Tesla owners feel has found refuge in the products of Matthew Hiller, the creator of the stickers that satirize the figure of Musk. Its most popular product, with the line “I bought this car before I knew Musk was crazy,” has resonated deeply.
The stickers themselves have been on sale for a year, but it was on the occasion of Trump’s victory that they went viral.
Hiller, an aquarium employee in Hawaii, started designing stickers as a hobby. But virality on social networks transformed his hobby into a thriving business. Stickers are not only a humorous solution; They are also a form of ideological distancing. For many owners, it is a way to continue enjoying their Tesla without carrying Musk’s shadow.
Separate the product from the creator?
The Tesla case raises a central question: can a brand thrive when its visible face becomes a toxic figure? And, more importantly, do consumers want to separate the work from the person?
Will this be a lesson to other companies about the importance of neutrality, or is it just another symptom of polarization? Tesla’s future, and Musk’s perception, could depend on these answers.
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