When brand values and leadership clash: My Tesla story
I remember the day I decided to buy my Tesla Model Y. (A 2021 review of the Tesla Model Y from a first time Tesla owner)
It wasn’t just about getting a cool electric car—it was about supporting a vision I believed in.
Sustainable energy, reducing carbon emissions, pushing the boundaries of what’s possible in the automotive industry.
The values Tesla stood for resonated with me on a personal level, so much so that I didn’t just buy the car—I invested in the company too.
The car itself? Honestly, it’s great.
The instant torque when you hit the accelerator, the minimalist interior, the tech-forward approach to everything from the touchscreen to software updates and excellent mobile app.
As a product, it delivered exactly what was promised and then some.
But here’s the thing about brands: they’re not just about products. They’re about values, vision, and the people behind them.
When the face of the brand changes course
For years, I felt good about my Tesla ownership. I was driving the future while supporting a company whose mission I believed in. But something changed, and it wasn’t the car.
It was Elon Musk.
As the CEO and largest shareholder of Tesla, Musk isn’t just an employee—he’s inextricably linked to the brand itself. When he began to vocally support far-right political figures, defend Vladimir Putin, side with extremist parties like Germany’s AfD, and actively work to help Donald Trump win the 2024 election, I found myself in an uncomfortable position.
The car was the same. The company’s official mission hadn’t changed on paper. But something fundamental had shifted.
Can you separate the creator from the creation?
This is the big question, isn’t it?
Can we separate the people behind a brand from the products they create? For some companies, maybe. But for Tesla, where Musk has cultivated a persona so deeply intertwined with the company’s identity, I found it impossible.
Every time I drove my Model Y, I couldn’t help but think about where my money had gone and whose views it might be supporting now.
The cognitive dissonance became too great. So I sold all my Tesla stock.
I still have the car—it’s a significant investment, after all—but I know I won’t be buying another. And I’m not alone in this thinking, apparently.
Tesla’s sales have been declining globally, and the stock has dropped over 40% from its peak.
Values matter, actions matter more
This experience has reinforced something I’ve always believed but now understand more deeply: when creating a company, your values matter. And your actions—how you live those values—matter even more.
It’s not enough to have a mission statement about sustainability if your leadership actively works against other values many of your customers hold dear.
It’s not enough to create a great product if the company culture and leadership don’t align with what you claim to stand for.
Consumers today are more informed and values-driven than ever before.
We don’t just buy products; we buy into companies and what they represent.
We want to feel good about where our money goes, beyond the immediate satisfaction of the purchase.
Beyond the logo: Finding brands that actually walk the talk
My Tesla story is a reminder that brands aren’t static entities—they evolve based on who leads them and how those leaders behave.
The disconnection between Tesla’s stated mission and the public actions of its CEO created a rift that ultimately led me—and seemingly many others—to reconsider our relationship with the brand.
For entrepreneurs and business leaders, there’s a lesson here: your company’s values aren’t just marketing materials. They’re promises you make to your customers. And in today’s connected world, how you live those values—both as an organization and as individuals in leadership positions—is always visible.
So as I consider what car I might buy next, I’m looking beyond the specs and features. I’m looking at the companies behind the products, the values they demonstrate consistently, and the alignment between what they say and what they do.
Because at the end of the day, I’ve learned that it’s not just about what a brand sells—it’s about what it stands for.
Also read What is branding? A guide to understanding brand identity
