Elon Musk from legend to Tesla risk?

Video: Tesla Robotaxi is set to start offering shuttle service.

Once considered a revolutionary symbol in the electric car industry, Tesla is now going through one of the most difficult periods since its founding. Sales are falling, shares are plummeting, new products are stagnant, and the brand's reputation is increasingly being questioned. In the eye of this storm, one name cannot be ignored: Elon Musk, the charismatic and controversial founder and CEO.

In the first quarter of 2025, Tesla's global sales fell by 13%, the lowest level in nearly three years. Although the electric vehicle market continues to grow, Tesla seems to be losing steam in the face of increasingly fierce competition from BYD (China), Hyundai (Korea) and European car manufacturers. The lack of new models, the delay in improving key product lines such as Model Y or Cybertruck, has caused consumers to turn to newer, more affordable options.

In addition, Elon Musk's sudden announcement to suspend the project of a low-cost $25,000 electric car, a product that was expected to greatly expand market share, has sparked a wave of disappointment from investors. Instead, Musk has focused resources on the Robotaxi project, a completely self-driving electric car with no steering wheel or pedals. This is a risky move, because self-driving car technology is still controversial about safety, and no country has approved widespread deployment.

However, what has shaken Tesla the most is not the product or the market, but Elon Musk's personal image. Since he took over Twitter (now X), his right-wing political statements, controversies related to racist statements, conspiracy theories, and public support for some extreme policies... have caused the global consumer community to start boycotting brands associated with Musk, including Tesla.

The “Tesla Takedown” movement emerged in early 2025, spreading across the US, Canada and Europe. Tesla showrooms and charging stations were vandalized, protesters held up signs protesting Tesla’s association with extreme political positions. Many customers publicly declared their refusal to buy Tesla cars because they “did not want to support a CEO who lacked social responsibility”.

Even within Tesla, according to some sources, the board of directors has quietly discussed plans to find a replacement for Musk, at least in a direct executive role. Although there is no official conclusion, the gradual wavering of confidence from within is an alarming signal for any technology company.

Of course, Elon Musk's influence and pioneering role in taking Tesla from an unknown startup to the world's largest electric car company cannot be denied. But it is also he, with his impulsive personality, unconventional statements and extreme personal control tendencies, who is gradually becoming a barrier to expanding and protecting the brand's global image.

The current crisis is a serious test for Tesla, and for Elon Musk. The company needs to reposition itself, regain the trust of consumers and shareholders, and be more transparent about its long-term development strategy. Meanwhile, Musk also needs to re-evaluate his role: as a creator of value, or a source of risk.

A great brand cannot rely on just one person, no matter how talented that person is. And Tesla's true growth may have begun when Elon Musk took a step back.

Source: https://khoahocdoisong.vn/elon-musk-tu-huyen-thoai-tro-thanh-rui-ro-cua-tesla-post1549374.html