Tesla in 2010 According to Brand Finance, the value of the brand will lose 15 billion dollars by 2024

Price of Tesla The brand is down 26% in 2024, the second straight annual decline, including an aging line of vehicles. And CEO Elon Musk’s “antagonism,” according to research and consulting firm Brand Finance.

Tesla’s brand value is now estimated at $43 billion. That’s down from $58.3 billion in early 2024 and $66.2 billion in early 2023, the company said on an annualized basis. Toyota It is the most valuable brand in cars at $64.7 billion, with Mercedes close behind at $53 billion, the researchers found.

Based in London, Brand Finance conducts comprehensive consumer surveys and analyzes the financials of thousands of companies, looking at revenue, licensing deals, margins and more, to estimate the financial value of brands. The reviews include corporate brands and sub-brands associated with individual product lines.

This year, Brand Finance, part of the firm’s rankings, analyzed answers from 175,000 survey respondents worldwide, including about 16,000 people who shared their opinions on Tesla.

The results show that the consumer perspective Tesla It’s very different from Wall Street valuation.

Tesla’s stock price has risen 63 percent in the past year after investors bought shares following Donald Trump’s election victory last month. Musk has contributed $277 million to power Trump and other Republican candidates to victory.

When it comes to the general public, said David Haig, CEO of Brand Finance, Musk’s political rhetoric and public persona have their downsides.

“There are people who think he’s brilliant, but there are a lot of people who don’t,” Haig said. “If you’re buying electric vehicles, his persona may influence your opinion on whether or not you want to buy one of the company’s cars, but that’s just one of many factors.”

Tesla’s results on key measures such as “estimation,” “reputation” and “recommendation” were down across the board in the major markets where it operates factories and sells its cars — the U.S., Europe and Asia.

An evaluation score indicates whether people would consider buying from a brand. A brand score shows how highly respondents rate a brand on an average scale of 1 to 10. And recommendation scores indicate whether or not people are likely to speak favorably of a brand.

Tesla has seen a significant decline in performance in Europe, with projected performance dropping from an average of 21% to 16% from 2024 to 2025.

Competitors Mercedes and BID beat out Tesla for consideration and proposals, especially outside the U.S.

In the US, however, Tesla has achieved a high loyalty score of 90%. That means customers who already own a Tesla vehicle will continue to drive it for the next 12 months. But in the US, Tesla’s recommendation score dropped from 8.2 out of 10 to 4.3.

Haig said Tesla’s decline in output and production costs is a sign that the company’s “pulling power is weakening.” “Tesla will not be able to sell more products, and will not be able to sell them at a higher price than before,” he said.

There were already ominous signs. Tesla’s supply for 2024 is down 1% to 1.79 million, even as demand for battery electric vehicles increases worldwide. In the US, Tesla’s market share for EVs has fallen to 49% from 55% a year ago, according to data from Cox Automotive.

Tesla’s brand strength index score, according to brand finance, dropped to 65 from just above 80. The score shows how well a brand is doing compared to competitors on intangible measures.

“Until Tesla comes out with a new product that completely excites consumers and can alleviate some of the headwinds from their leadership, they look like they’ve peaked, and they’re going to start going down.” he said.

Measure the mask

Musk’s political activity is not limited to America, it is reported that he was Regular contact with He congratulated him with Russian leader Vladimir Putin, Italy’s Giorgia Meloni, Brazil’s Jair Bolsonaro and Argentina’s Javier Millay, and appeared in public with Israel’s Benjamin Netanyahu.

More recently, Germany’s far-right Alternative for Germany (AfD) party has pushed British authorities to crack down on anti-immigrant sentiment. Tommy RobinsonAccused fraudster with serious criminal record, in prison.

On Monday, during a public speech following Trump’s inauguration, Musk has repeatedly used hand gestures Historian Ruth Ben-Gyatt, whose work focuses on fascism, described her as “a Nazi salute and very militant.” Musk did not respond to requests for comment.

Regarding the attitude of consumers, “There will be a small number, I really don’t care what they do, I just want their product,” says Hay. “There are other levels of attention on the part of people who say, ‘I won’t touch that product on principle.'”

Tesla is unique in the strong connection between the company’s brand and its leader.

With Tesla, “It’s very clear who the CEO is, who this person leads and their behavior affects the company’s reputation,” Hay said.

Brand Finance also reviewed other Musk-led brands, including X, aerospace and defense contractor SpaceX and, for the first time, SpaceX’s Starlink satellite internet business.

X’s total brand value fell 26% to $498 million from $673 million, the company estimated. The easy awareness of the X brand from 2022, when the company is still known as Twitter, has decreased from 94% to 78% today globally. Before Musk took over and changed the name, Twitter had a production value of $5.7 billion in 2022.

According to Brand Financial, the name change accounted for part of the overall decline, but so did the loss of users, advertisers and ad revenue.

“Twitter was very popular, very popular and attracted a lot of advertising,” Haig said. “Overnight, when you changed it to X, according to our data, it reduced the value by about 75%, it actually went down and it continues to go down.

SpaceX, which began evaluating brand finance in early 2024, saw the company’s brand value grow 11 percent to $3.8 billion. About 45% of Americans who responded to the survey are familiar with SpaceX, a high for an aerospace and defense company.

The Starlink brand is valued separately from SpaceX and is valued at $2.4 billion, the company said. This number is expected to increase as the company adds new users and shows higher revenue from monthly subscribers.

Brand finance publishes Global 500 2025 Studying the world’s most valuable commodities in Davos on Tuesday.

See: Why did Bank of America downgrade Tesla?