Importance Score: 45 / 100 🔵
Demonstrators numbering in the thousands rallied against Tesla and Elon Musk on Saturday, March 29th, protesting his involvement with DOGE and perceived initiatives to curtail humanitarian aid, shutter federal agencies, and terminate government employment. This global day of action, targeting numerous Tesla locations across the United States, Canada, and Europe, marked the peak of sustained, near-daily demonstrations spanning approximately two months aimed at impacting Tesla sales and challenging Musk’s influence in the electric vehicle and automotive industry.
Global Day of Action: Anti-Tesla Protests Target Elon Musk
To gauge the sentiment of protesters and assess the perceived impact of their boycott, The Verge investigated the ongoing demonstrations. Tesla has experienced a considerable decrease in sales and a significant drop in stock value since the protests began. Despite these setbacks, Elon Musk has not indicated any intention to yield, and has instead escalated rhetoric, suggesting potential governmental action against the anti-Tesla movement.
Worldwide Protests Unfold: From London to Los Angeles
Reporters from The Verge dispersed across the globe, observing demonstrations in cities such as London, New York, Washington, D.C., Los Angeles, Paramus, NJ, and Akron, Ohio. The aim was to document the protest movement as it entered its third month and to engage with participants who dedicated their Saturday to voicing concerns about Musk and Tesla. Notably, counter-protesters emerged at some locations to express support for Musk and the electric vehicle company.
London: A Measured Demonstration
In London’s Park Royal, approximately fifty demonstrators, accompanied by a dinosaur costume and an inflatable figure of Elon Musk performing a controversial salute, gathered outside a Tesla showroom. This location, situated amidst large retail stores and self-storage facilities, marked a considerable expansion from the protest’s inception six weeks prior. Organizer John Gorenfeld recounted the early days when just two individuals were “ejected from the Westfield shopping center by security.”
Despite Gorenfeld’s Californian origin, the London protest exhibited a distinctly English character: restrained, non-violent, and somewhat subdued. The absence of a police presence underscored the peaceful nature of the assembly. Even the arrival of a Tesla vehicle elicited minimal reaction from the crowd. However, passing motorists contributed to the ambiance, responding to a “Honk If You Hate Elon” sign with a wave of car horns, truck blasts, and even a city bus. While London’s turnout may have been modest, public sentiment appeared demonstrably clear.
Washington, D.C.: Protest as Performance
In Georgetown, Washington, D.C., protesters adopted a more theatrical approach, dancing outside a Tesla dealership to a diverse playlist ranging from popular hits to viral social media tracks. Their attire, a mix of flamboyant boas, nautical hats, and floral shirts, contributed to a loosely boat-themed dance party. This spectacle attracted consistent honking from passing vehicles and drew onlookers who paused to capture photographs. Signs displayed slogans such as “Nazi cars sold here” and “Porsche = fast, Ferrari = faster, Tesla = fascist.”
Sara Steffens, a member of the group “Dance Against DOGE,” explained the performance-based protest. Steffens, adorned in a floral outfit and captain’s hat, asserted that these symbols represented popular sovereignty, contrasting it with the perceived authoritarianism of Trump and Musk. “Bullies thrive on fear and seek to intimidate us… this demonstration is an act of defiance,” she stated.
The D.C. protest saw participants from various age groups. Organizations like Third Act encouraged older individuals to participate. Mark, a Third Act attendee, emphasized the importance of protesting for the sake of future generations, stating his presence was “as someone with two grandchildren, trying to ensure they inherit a safe world.”
Paramus, New Jersey: Counter-Protesters Emerge
Route 17 in northern New Jersey is known for its numerous car dealerships. Recently, the Tesla dealership near Paramus has become a focal point of protest activity. For weeks, demonstrators have assembled roadside on weekends advocating for Tesla divestment, stock selling, and anti-fascist action. However, the atmosphere shifted on this particular day.
Pro-Trump supporters joined the scene, creating a clear division between opposing groups.
Ethan, a protester in a Luigi cap holding a “Cyberfucked” sign, noted the change. “Last week, it was exclusively our group,” he stated. “Now, these Trump supporters are present, moving around freely.”
Ethan, who withheld his last name, described instances of harassment from Trump and Musk advocates, including verbal slurs, water throwing, and attempts to seize his sign. He recounted one Trump supporter claiming his Luigi hat was offensive to Italian Americans. Asked about his motivations, Ethan initially stated, “Because I strongly dislike Elon Musk.” After reflection, he added, “We are in a difficult situation. This might be limited in impact, but I want to voice my dissent and hope someone listens.”
Conversely, the pro-Trump contingent appeared less focused on traditional sign-holding, opting instead to congregate in smaller clusters. They did, however, display “Thank you Elon” and “Trump won” signs. John Tabacco, identified as an organizer and wearing a blazer adorned with President Trump’s image, addressed the reporter.
“We aim to demonstrate support for Elon Musk and DOGE’s initiatives,” Tabacco asserted. He disputed the characterization of the pro-Trump group as counter-protesters, stating, “This is a rally for us. A support rally for Trump, DOGE, and America-first policies. Those individuals,” he indicated towards the anti-Tesla protesters, “are the counter-protesters today.”
Akron, Ohio: Seniors Join the Fray
In Akron, Ohio, a Tesla service center, typically closed on weekends, became the site of a surprisingly large protest. Located off Route 18 near a shopping center, the demonstration drew approximately 40 to 50 people, accompanied by dogs, who lined the street with signs and cowbells. A bullhorn-equipped individual led chants, proclaiming, “When immigrants are under attack, what do we do?” to which the crowd responded, “Fight back!”
The Akron gathering included a notable presence of older participants, many using scooters and wheelchairs. A woman in a safety vest identified herself and others as representing Third Act Ohio, an advocacy group for individuals over 60. The consistent honking from supportive drivers frequently obscured her words.
Akron Rally Swells to 1,300
Initially quiet twenty minutes before the scheduled start, the Akron plaza rapidly filled with attendees, exceeding organizers’ expectations. Anticipating a large turnout based on the previous week’s estimated attendance of 1,300, organizers were validated as the area became crowded within ten minutes. Diverse signs conveyed messages ranging from “Deport Elon Musk” and “Stop the Attack on Democracy” to “Hands off our Social Security,” amongst others.
Despite the large numbers, organizers consistently emphasized the peaceful and non-violent nature of the demonstration via loudspeakers. An organizer reiterated this commitment, stating, “Despite administration rhetoric, we are not domestic terrorists. We are entirely peaceful and nonviolent, instructing participants to avoid any harassment of the Tesla showroom. Our sole objective is to ensure our voices are heard.”
Alice Grimm articulated the core motivation behind the protests: challenging billionaire influence. “Elon Musk views any revenue not directed to him as wasted and equates efficiency with personal profit. Considering Tesla as his primary asset, weakening Tesla’s stock value directly impacts Elon’s power, which is the aim.”
California: Dual Protests in Long Beach and Lakewood
“En route to another anti-Elon protest,” remarked Nati, a demonstrator holding signs at a Lakewood Supercharger station. “I stopped here when I saw the assembled crowd.”
Approximately one hundred individuals protested on the sidewalk as Tesla vehicles entered and exited the charging station. Most Tesla owners remained inside their cars or entered nearby businesses, largely avoiding the chanting crowd proclaiming, “This is what Democracy looks like,” and waving at supportive drivers.
A vendor identified as Sam established a table to sell anti-Musk and Trump merchandise. However, many protesters at the Supercharger arrived with self-made signs and apparel featuring slogans like “Gulf of Mexico” and “Biden Harris.”
At a Long Beach Tesla dealership a few miles away, around 250 protesters lined both sides of a busy thoroughfare near major retail outlets. Passing motorists expressed solidarity through honking, cheers, and raised fists.
The Long Beach protests remained peaceful, with demonstrators staying on public property and reacting positively to shows of support. A small number of Trump and Musk supporters appeared to engage in counter-protesting.
At the Lakewood Supercharger, a family confronted protesters, verbally labeling them “stupid.” Their young daughter reportedly used profanity directed at the protesters. Police vehicles maintained a presence across the street, monitoring the situation, while a lone Musk supporter displayed a sign expressing gratitude to Musk.
An anonymous anti-Tesla protester recounted a prior incident at a Long Beach protest in February, where a truck driver allegedly attempted to deploy pepper spray against demonstrators. While no injuries occurred, the protester expressed concern, stating, “You cannot predict how individuals will react to the exercise of free speech.”
New York City: Performance and Confrontation
Hundreds of protesters marched and chanted before a Tesla showroom in New York City’s Meatpacking District. The atmosphere was energetic, with participants brandishing signs, donning cardboard Cybertruck costumes, and symbolically smashing toy cars on the sidewalk with hammers. A significant portion of the crowd staged a “die-in,” lying on the street with gravestone-shaped cardboard signs in front of the Tesla location.
The protest was largely peaceful, but two instances of confrontation arose involving individuals with microphones attempting to interview protesters. In the second incident, police intervened to prevent one interviewer from engaging with demonstrators. As he was escorted away, the man continued holding a microphone, walking backwards, and reportedly taunting protesters with derogatory remarks while soliciting interviews.
Sign slogans displayed a range of intensity. One depicted Elon Musk as Emperor Palpatine with the caption, “Strike down Darth Ketamine, Congress must!!!” Another banner proclaimed, “Burn A Tesla Save Democracy.”
Aside from some verbal exchanges, no violent altercations occurred. The New York City protest attracted approximately three times more participants than a similar event at the same location the previous week. Chants of “we’ll be back” echoed as the protest concluded, signaling the demonstrators’ intent to continue their actions.