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Elon Musk and Tesla Targeted by Mock Ads and Protests Across Europe
London and European cities have become the epicenter of growing political discontent aimed at Elon Musk and his electric vehicle company, Tesla. A wave of mock advertisements and satirical protests have emerged, mirroring the rising tide of anti-Musk sentiment and vandalism that has been observed at Tesla properties in the United States. These demonstrations, often taking the form of political satire, highlight concerns over Musk’s increasing engagement in far-right politics and its impact on Tesla’s brand image and stock price.
Satirical Posters and Mock Advertisements Emerge
Over the past two months, provocative posters have been appearing throughout London. One such poster, affixed to an East London bus stop, depicts Elon Musk, the world’s wealthiest individual, emerging from a Tesla sunroof and giving what is perceived as a straight-armed salute. The slogan accompanying the image reads: “Goes from 0 to 1939 in 3 seconds. Tesla. The Swasticar.”
Another counterfeit advertisement showcases Mr. Musk alongside former President Trump in front of a red Tesla, bearing the phrase: “Now With White Power Steering.” In North London, a fabricated movie billboard promotes “The Fast and the Führer,” featuring an image of Mr. Musk saluting beside a Tesla with a DOGE license plate. This plate is a clear reference to the federal agency, perceived as facing budget reductions, that he currently oversees on behalf of Mr. Trump.
“Parental Guidance,” cautions the billboard, attributed to a group identifying itself as Everyone Hates Elon. The message continues, stating: “Tesla’s CEO is a far-right activist. Don’t give him your money.”
Political Satire as a Form of Protest
While some instances of disorderly demonstrations and vandalism have occurred in Europe, a significant portion of the opposition to Mr. Musk has manifested as political satire. This form of protest has a long and rich history in Britain, dating back to the 18th century.
Near Berlin, the Center for Political Beauty, an activist group, projected the word “Heil” onto the side of a Tesla factory using high-powered lights, creating the phrase “Heil Tesla.” This projection was accompanied by an image of Mr. Musk appearing to salute during a speech in Washington. In Italy, street artists have depicted Elon Musk removing a mask to reveal Adolf Hitler’s face underneath, with the words “Elon Mask” positioned above.
“Takedown Tesla” Group Organizes Demonstrations
John Gorenfeld, a software engineer and co-founder of “Takedown Tesla,” a London-based group, stated, “There’s never been a target exactly like this.” His group has been organizing protests involving dozens of individuals in recent weeks, holding signs along major roadways with slogans like “Honk if you hate Elon.” They have also distributed bumper stickers for Tesla vehicles with messages such as “Don’t make the same mistake” and “Pre-2020 Model.”
Mr. Gorenfeld further commented, “Nobody who is that rich and powerful has behaved that outrageously. There’s something campy and ridiculous about Musk’s brand of toxicity. And it opens up a real space to ridicule.”
Musk’s Political Commentary Fuels European Anger
In Europe, Elon Musk is not merely seen as a distant symbol of American wealth and influence. Over the past year, he has increasingly become a political figure, frequently expressing opinions that align with far-right causes on X, his social media platform, where he commands a following of 218 million users.
Specifically in Britain, Mr. Musk has been criticized for disseminating misinformation related to a child sexual abuse case and for suggesting that Prime Minister Keir Starmer should be imprisoned. He has advocated for the release of Tommy Robinson, a prominent far-right, anti-immigration figure currently incarcerated for contempt of court. Additionally, he publicly criticized the seven-year sentence given to a neo-Nazi who incited and participated in anti-immigrant riots last summer.
Aim to Impact Tesla’s Stock and Sales
The burgeoning anti-Musk groups across Europe share a common objective: to negatively affect Tesla’s stock price and sales figures. This strategy is intended to send a clear message to Mr. Musk and other affluent individuals who may consider supporting far-right politics globally. While some groups have declined media interviews due to concerns about online retaliation from Mr. Musk, others have openly discussed their goals.
Ben Stewart, a founder of Led by Donkeys, a British satirical activist collective that collaborated with the Center for Political Beauty on the Berlin factory projection, explained, “The point of this is to show Musk and other billionaires that they are vulnerable and can’t act with impunity. We have to harness global public opinion to push back.”
Organizers believe their efforts are having an effect. Tesla’s stock price has decreased by nearly half since its peak in December, coinciding roughly with Mr. Musk’s increased public role involving workforce reductions and budget cuts. Recently, Tesla announced a 13 percent decrease in sales compared to the previous year.
Musk Responds to Pressure
“What they’re trying to do is put massive pressure on me, and Tesla I guess, to you know, I don’t know, stop doing this,” Mr. Musk remarked last week in Wisconsin, where he was campaigning for a state supreme court candidate.
Despite the pressure, he added with a dismissive shrug, “Long term, I think Tesla stock’s going to do fine, so maybe it’s a buying opportunity.”
Protesters interviewed about their motivations emphasized their desire to challenge Mr. Musk’s influence without resorting to vandalism, which the billionaire has previously condemned in the United States as “coordinated violence against a peaceful company.”
Theodora Sutcliffe, a London resident and organizer with Tesla Takedown, clarified that none of her associates engage in violent actions. Instead, they focus on finding alternative methods to attract public attention.
Creative Protest Tactics
During one demonstration, a large, inflatable figure, resembling Mr. Musk, was displayed giving a salute. At other times, Ms. Sutcliffe and fellow protesters have distributed leaflets on Tesla windshields.
One such leaflet stated, “Once upon a time, Teslas were cool. Now, sadly, that’s not the case. Driving a Tesla and using Tesla chargers means you’re propping up Elon Musk, a man who promotes climate deniers and fossil-fuel junkies.”
“If you want to go viral in the U.K., you have to be smart, I think,” Ms. Sutcliffe noted. “That’s our sense of humor normally.”
German Activism and “Overwriting” Images
Philipp Ruch, the artistic director of the Center for Political Beauty, a German activist group, has been at the forefront of anti-Musk activities in Berlin. In an interview, he explained that much of the animosity towards Mr. Musk in Germany originates from the billionaire’s apparent support for the Alternative for Germany, a far-right political party.
“The first day that the administration comes in, he does the Hitler salute,” Mr. Ruch stated. “This is something we couldn’t tolerate, politically and artistically.”
Mr. Ruch often employs “overwriting” techniques in his protests, superimposing images and text onto existing visuals. At the Tesla dealership, he utilized lights to project his messages and images of Mr. Musk, creating a new artistic statement. He mentioned that law enforcement is currently investigating these actions, which were visible for approximately an hour. Photographs of the building gained significant traction on social media platforms.
Viral Mock Merchandise
Other protest efforts have also achieved viral reach.
Mock car air fresheners named “Musk-B-Gone,” designed to eliminate “the stench of fascism,” are being circulated. Additionally, cardboard cutouts of Mr. Musk and Mr. Trump have been placed at Tesla supercharger stations, seemingly thanking Tesla owners for their patronage.
Ms. Sutcliffe observed, “There are some people who are coming at Musk as though he’s some sort of passive agent of Trump and that really, this is just another way of getting to Trump. There’s other people who perceive Musk as somebody who’s a unique type of threat that we really haven’t seen before in terms of his economic control and control of the information space.”