Demonstrators gathered at more than 50 Tesla showrooms across the United States on Saturday to protest CEO Elon Musk’s involvement in the Department of Government Efficiency (DOGE), a new agency established by President Donald Trump. The movement, dubbed “Tesla Takedown,” urges stakeholders to sell their Teslas, divest from the company’s stock, and participate in protests.
“Creating a vote of no confidence in Musk from shareholders is the ultimate goal,” said Alex Winter, a Los Angeles-based actor and filmmaker, and one of the primary organizers of the movement.
The first Tesla Takedown protest took place on February 15 after Winter discussed the idea with Boston University sociologist and professor Joan Donovan, who suggested the initiative on the social media platform Bluesky.
Musk assumed leadership of DOGE on January 20, facing immediate backlash due to widespread layoffs in federal agencies, buyout offers to government employees, the dismantling of the U.S. Agency for International Development, and his push for access to sensitive financial systems.
The protests have gained international traction, with demonstrations held in Barcelona and planned gatherings in London, Lisbon, and Reykjavik. Winter expressed satisfaction with the movement’s progress, stating, “We’ve provided people with an accessible way to protest in a difficult time.”
Protest sizes have varied, with significant turnouts in Boston, Portland, California, and Florida. Around 1,000 demonstrators rallied in Tucson, Arizona, while a smaller gathering in Washington, D.C., grew from two to 20 people within an hour. Protesters chanted slogans such as “Elon Musk has got to go” and “Who voted for Elon Musk?” while passing drivers honked in support.
Peter Jones, a 59-year-old pilot, said he felt empowered participating in the protest. His wife, Bonnie Jones, voiced concerns over Musk’s other ventures, particularly the Starlink internet service, questioning the lack of formal vetting compared to other Trump appointees.
Donna Powell, a retiree from Washington, D.C., and veteran of 20 protests against the Trump administration, expressed hope that declining Tesla stock values would impact Musk financially. “We want to see Tesla’s stock continue to fall and Musk held accountable,” she said. “Congress needs to step up.”
Tesla’s Business Challenges
Musk’s wealth is closely tied to Tesla, where he owns 13% of the company, or nearly 411 million shares. As Tesla’s stock has dropped 27.6% in February, Musk’s net worth has declined by $52 billion.
Tesla did not respond to CNN’s request for comment.
Despite the protests, industry experts are uncertain whether Tesla Takedown will significantly impact the company. Jessica Caldwell, head of insights at automotive site Edmunds, noted no significant increase in Tesla owners looking to sell their used cars. Economic factors, such as high interest rates and the depreciating value of Teslas, may discourage sales.
Tesla has also faced declining global sales, reporting 1.79 million units sold in 2024, a 1.1% drop from 1.81 million in 2023—the first annual sales decline in 12 years. Between December and January, Tesla sales fell 16%, an improvement over the 24% drop from December 2023 to January 2024.
Caldwell pointed out that Tesla’s product lineup has remained relatively unchanged, with only minor updates and the recent launch of the Cybertruck. Increased competition from General Motors, Ford, and Volkswagen has further challenged Tesla’s market dominance.
She also noted that Musk’s controversial involvement in government affairs might negatively impact Tesla’s brand. “Unlike other car companies, where most people can’t even name the CEO, Musk’s political views have become a major part of Tesla’s public perception,” she said.
