Tesla: It's always personal with values-based brands

In recent weeks we have observed the downward trend in the value of Tesla's share, 9% compared to the previous closure according to JP Morgan (Investopedia, 2025), which is affecting both investors, as well as the current owners of a vehicle of that brand.The support and participation of Tesla CEO, Elon Musk, in the Government Efficiency Department in the Donald Trump administration and its direct association with him, is affecting the brand.Fro…

Tesla: It's always personal with values-based brands

By Cara McLeod, CEO of Mahlab People who once championed Tesla cars as the way of the future are now hastily selling their cars at a loss. New sales are drying up. What changed? As Tesla well knows, consumers don’t just buy on price or performance – they also buy on values. But if those values shift, or consumers decide they were fake to begin with, the consequences are real. Cara McLeod Perception is reality in brand loyalty Values cut across m…