Out of shame: Car owners disguise their Teslas as other brands

09.03.2025

Teslas are being relabeled as Toyotas, Hondas and Mazdas by their owners. © Reddit / Deonzy

A Cybertruck with the word ” Toyota ” written on it, a Model 3 with the Audi logo: Pictures are circulating on social networks in which Tesla owners in the USA have relabeled their cars. There is discussion that this could be mainly due to CEO Elon Musk : Tesla drivers could express their distance from Musk or want to protect their cars from vandalism . As chief advisor to US President Donald Trump, the tech billionaire is increasingly perceived as politically right-wing radical.

In online forums like Reddit, tips are given on how best to remove the Tesla logos. There are also YouTube instructions on the subject. Some Tesla owners have been relabeling their cars for years as a kind of inside joke. But is the current relabeling of Teslas a trend that could continue in Germany? “Yes, that could well be,” says Henrik Sattler, Professor of Marketing and Branding and Deputy Dean of the University of Hamburg Business School to BuzzFeed News Germany by IPPEN.MEDIA. “Many customers are very angry about Elon Musk’s current statements and want to make a statement,” he says.

Marketing expert: Relabeling is a form of protest

Some car owners also use stickers. In Germany in particular, stickers with the inscription “I bought this car before Elon Musk went crazy” are widespread. “Relabeling may also be an alternative form of protest,” says the expert. The protest against the billionaire is not only taking place in the USA. At Trump’s inauguration, Musk made a gesture that was interpreted as a Hitler salute. Activists from the Center for Political Beauty projected a photo of this moment onto the Gigafactory in Brandenburg at the end of January.

“Since Elon Musk’s recent political statements, the perception of the Tesla brand has changed significantly,” says Sattler. Musk plays an important role in the perception of the brand, as he is a key brand ambassador. The expert says: “For most consumers, the brand image has developed negatively.” Political statements always carry the risk that large groups of people will not identify with them. Musk’s behavior and statements “will therefore cause short- to medium-term damage to the brand. “

This Tesla driver has turned his Model 3 into an Audi A5. © Reddit / serega_12

Expert: This is what Tesla could do to limit damage

In February, around 75 percent fewer Teslas were registered in Germany than in the previous month, while new registrations for electric cars rose by 30 percent overall, according to data from the Federal Motor Transport Authority. Since the beginning of the year, Tesla shares on the US electronic stock exchange NASDAQ have also fallen by more than 30 percent.

What would have to happen to improve the brand’s image again? “Musk could qualify his statements, but I don’t think he will do that,” explains the saddler. “Or Tesla emphasizes its independence and no longer uses Musk as a communicator.” Tesla did not respond to a request from BuzzFeed News Germany.

https://www.merkur.de/welt/tesla-fahrer-labeln-ihre-autos-um-habe-es-gekauft-bevor-elon-musk-durchdrehte-zr-93615622.html