‘Tesla is a good target’: Elon Musk’s car business is focus of fury for political role

Hundreds of people protested at Tesla dealerships across the US over the weekend, as the backlash against Elon Musk and the Trump administration continued despite a warning from the attorney general that the government would be “coming after” protesters.

The protests, in cities including Los Angeles, Philadelphia, Boston and New York, have come as Musk has seen his net worth plunge and the sales of Teslas plummet in Europe. In Brooklyn, New York, about 50 people gathered outside a Tesla showroom on Saturday afternoon to loudly make their displeasure clear, the fourth such protest in the last four weeks.

Other anti-Tesla actions have seen bullets fired through a dealership window and molotov cocktails thrown at a charging station. But this was a rather more genteel protest, as evidenced by the signs on show. “Once to every man and nation comes the moment to decide,” read one, channeling a poem by the American poet James Russell Lowell.

One banner said: “Musk is too brusque,” another: “Very uncool.” One sign, however, offered a more prosaic example of the anger on display, riffing on a Dead Kennedys song: “Nazi trucks fuck off.”

As protesters chanted: “Hands off our data,” and “Arrest Elon Musk,” there certainly seemed to be plenty of support from passersby. People in cars and trucks repeatedly blasted their horns – including, at one point, a man driving a Tesla.

“This is probably the most consequential moment in US history since, I don’t know, the civil war. I don’t know what to liken it to, but we’re on a precipice, and so I can’t actually concentrate on anything right now except protesting,” said Kirsten Hassenfeld, a 53-year-old artist and editor who lives in Brooklyn.

“I think there are people that haven’t woken up to this yet, but I think that we’re sliding into a full-on authoritarian state. I’m terrified,” she said.

Musk has witnessed a mass sell-off of Teslas in recent weeks, in protest against his unprecedented intrusion into the US government through the so-called “department of government efficiency”. Sales of new vehicles have declined around the world, with February sales in Australia down about 72% compared with the same month in 2024; in Germany sales were down 76% for the same period, while Tesla’s stock price has lost almost half its value since December.

As protests have grown, the White House has rallied round Musk. Last week Donald Trump claimed the boycott was “illegal”, while Pam Bondi, the attorney general, said on Friday she would launch an investigation into vandalism against Tesla vehicles and showrooms.

“If you’re going to touch a Tesla, go to a dealership, do anything, you better watch out because we’re coming after you. And if you’re funding this, we’re coming after you. We’re going to find out who you are,” Bondi told Fox Business.

In Brooklyn, people were apparently undeterred by the threat. Teslas driving past the protest were treated to a volley of boos, and lusty chants of “Sell your Tesla”. The demonstration certainly appeared to have restricted the number of people entering the dealership: the Guardian counted three customers in the space of an hour and a half.

Donna C, who asked not to give her last name, said it was her fourth time protesting at that dealership.

“It’s important for me because Elon Musk has carte blanche to destroy our country, destroy our democracy, destroy the institutions that millions of New Yorkers and millions of Americans rely on. Donald Trump has allowed him to buy his way into the government with hundreds of millions of dollars of contributions,” Donna said.

“I think what these protests are doing is opening the eyes of Americans in their millions across the US to what is actually going on,” she said. “My parents grew up in fascism in Italy under Mussolini. I’ve seen what can happen. We know the history, the same steps are being taken.”

Nearly 20 Tesla showrooms and charging stations have seen deliberate fires set over the past few weeks, while dozens of owners have had their cars variously egged, used as receptacles for dog feces, or coated with Kraft cheese singles. The protests on Saturday seem to have largely remained calm, however, despite the anger of those attending.

“I’ve been pissed off and furious for a while, and a friend of mine told me, ‘If you want to come and scream and shout at Tesla, then show up on Saturday,’” said Yedon Thonden, 57.

“Tesla is a good target. You know, their stock prices are sinking. Their leadership is cashing out their investments. And I think Elon is obviously worried about his company,” she said.

“I think that this administration is going to realize pretty quickly that the economy is tanking. So the more we can highlight that, the better.”