The effects of anti-Tesla action

Activists find an effective target for their energy. Also, you're not too late to help.

Last week I wrote about the neuroscience of effective political action. I wrote that it was useful to ask whether an action meets four criteria: (1) Is it salient? (2) Is it relevant? (3) Is it visual and social? And (4) Is it longlasting?

Now comes evidence that one action, reducing the power and popularity of Elon Musk/Tesla, appears to meet the first three criteria. The fourth depends on continuing efforts.

Elon Musk is a principal force behind the vigilante aspect of the internal coup against the U.S. government. (I count at least two other components: long-term sabotage by Russell Vought, director of the Office of Management and Budget and architect of Project 2025; and the pronouncements of nominal President Donald Trump.)

Salience and relevance

The actions of Musk - firings, threats against federal workers, and impoundment of funds appropriated by Congress - have visible consequences that are easy to see and understand. So attacking him meets the criterion of salience.

As a white nationalist and effective neo-Nazi, he is also intrinsically unpopular. He derives considerable power from the fact that thanks to his part-ownership of Tesla and SpaceX, he is currently the richest person in the world. Tesla presents a point of vulnerability, since the price of Tesla stock is close to 100 times the amount of annual earnings per share. In other words, it would take 100 years for the profits from Tesla to pay back the price of the stock. A more normal price-to-earnings ratio for an automaker is 10.

Based on this logic, it would be possible (and therefore relevant) to find a way to reduce the share price of Tesla. This is the rationale for the Tesla Takedown movement, which seeks to damage Tesla sales and brand reputation.

Last weekend, protests sprang up around the nation. I attended one in Lawrenceville, New Jersey, midway between Princeton and Trenton.

A visible and social protest

At peak, about 150 people showed up at Sunday's anti-Musk/DOGE protest at the Tesla showroom on U.S. Route 1. The atmosphere was festive! It was comforting to be with other people who perceive the implosion of democracy at a national level.

This photo was taken late in the event:

One of many anti-Tesla/Musk/DOGE protests around the nation. February 23, 2025. Photo credit: Michael Giglio.

Whenever a Tesla drove by, the crowd shouted "sell it!" Many other cars gave friendly honks, thumbs-up - and an occasional thumbs-down. I saw, in person, my first Nazi salute from one of the drivers (of a non-Tesla car). He kept his window closed, perhaps out of fear. This was kind of pitiful - he could barely get his arm fully straight. Another driver with a law enforcement memorial plate gave double middle fingers. Dude, it's your rights, too.

Correlation or causation? Whatever, just take credit

Tesla just reported a 45% year-on-year decrease in European sales, which is major bad news for them. Whatever the cause, the combination of decreased sales and damage to the public brand can't be a good combination.

As of this moment, Tesla's stock price is hovering around $300, a decrease of more than 11% from its Friday closing price of $338.

This is consistent with the idea that the anti-Tesla actions are having an effect.

Making up for your absence

If you feel like you missed out, there are still things you can do. A few ideas, paraphrased from Melissa Ryan:

1. Call your city, county, and state officials and demand they cut off any contracts with or subsidies for Elon Musk’s business empire—not just Tesla, but the billions he gets in subsidies and contracts for his data centers, solar farms, and rockets.

2. When you see a Tesla (especially a Cybertruck), give a thumbs down to impose a personal cost for being associated with Elon Musk.

This second one is hard because it's personal - but as I wrote the other day, wearing my neuroscience hat, we're social, visual primates. An interpersonal gesture is direct and effective.

Continuing impacts on science and aid

America’s soft power derives from its wealth, its use of that wealth to build, and its moral example. The illegal impoundments and suspension of activity are continuing.

For example, payments to USAID are still being blocked, in defiance of a court order. At NIH, some study sections are meeting but the final decision step in funding, Council meetings, are still blocked. So biomedical research money is not going out.

Calling Congress

Because Congress didn't pass a budget for the entire fiscal year (and because next year is coming fast), budget business is now being debated for the next several weeks. Yesterday came a key vote that passed by the slimmest of margins, 217-215. If implemented in full, this plan would likely cut Social Security/Medicare/Medicaid by $2 trillion, and provide an upper-class $1 trillion tax cut. I would characterize those as policy questions. Because this and the debt ceiling are must-pass legislation, they provide an opening for people to weigh in.

The money is an important short-term problem for this year. But a more important long-term question for years to come is whether we get to keep the rule of law.

You can tell your Member of Congress (202-224-3121 for the switchboard) a few things:

1. Insert budget language to make sure money is not impounded.

2. No debt ceiling increase - and stop all House and Senate business - until illegal firings and impoundments stop.

These points are valuable to make in competitive Congressional districts, especially those with Republican incumbents. You can find yours at VoteMaximizer.org. (For example, in this area it’s NJ-07, Thomas Kean Jr.; PA-01, Brian Fitzpatrick; PA-07, Ryan Mackenzie; and PA-08, Rob Bresnahan. Better yet is to go to their district office, which is more direct and socially salient.

One can also call upon Democrats to pressure Minority Leader Hakeem Jeffries to treat the situation as an emergency for the Republic.

Photo credit: David Schankler.