when Mike Schwede was first sitting on the Tesla Roadster 15 years ago, he felt like he was witnessing the future. In 2016, he became a proud Tesla owner, enjoying the admiration he received from other drivers as he cruised along European highways in his electric vehicle.

However, the shine of owning a Tesla has started to fade recently. For years, the brand was closely associated with Elon Musk and his stance on the climate crisis. Schwede was dismayed when Musk pledged to increase oil and gas production after supporting Donald Trump.

“He was becoming increasingly bizarre,” said Swiss entrepreneur and digital strategist Schwede. The final straw came when Musk made a fascist-style salute during Trump’s inauguration in January. “It was completely repulsive to me,” Schwede stated. “I was no longer enjoying being a Tesla owner.”

Data from the European Association of Automobile Manufacturers revealed that nearly half of new Tesla car sales in Europe had plummeted last month. Analysts attribute this decline to customers turning away from the brand due to Musk’s far-right political affiliations.

The Texas-based automaker sold 9,945 vehicles in Europe in January, a 45% drop from the previous year, according to the association.

Existing Tesla owners who are discontented with Musk’s views are beginning to voice their concerns.

Schwede considered selling his car, but with over 60,000 miles already driven, the resale value was minimal. Instead, he decided to donate 10 cents per kilometer driven to various charities, aiming to support LGBTQ+ youth and combat hatred, extremism, and far-right movements. “That didn’t sit well with Elon,” Schwede remarked. “It was my way of seeking personal retribution.”

Some European Tesla owners are pushing back against Musk’s political associations by engaging in small acts of resistance, demonstrating their displeasure with his far-right leanings.

Patrick Schneider from Germany created an “anti-Elon sticker” line for Tesla cars to express his dissatisfaction. The stickers, featuring messages like “Buying this before Elon went crazy,” have gained popularity in response to Musk’s political alliances.

Demand for these stickers has surged, with up to 2,000 being sold daily, not only in German-speaking countries but also internationally. Schneider noted, “Elon Musk inadvertently fueled this for us.”