Caliber claims that Elon Musk's personal factors have led to a reduction in potential consumers for Tesla in the United States

Recently, market research firm Caliber released a report showing that the number of potential consumers of Tesla in the U.S. market is decreasing. According to the survey, in November 2021, the percentage of potential consumers in the United States considering buying Tesla reached 70%, and in February 2024, this number dropped to only 31%.

This change may have much to do with Musk's maverick style. In recent years, Musk has made some astonishing statements, becoming a focus of public discussion. The CEO of Caliber stated that if the number of potential consumers of Tesla in the U.S. market decreases, the impact of Musk himself will be an important factor. The company's survey results show that 83% of respondents in the United States believe that Tesla is directly associated with Musk, suggesting that a decrease in Musk's image could be a major reason for a decline in Tesla's image. Musk's actions may have impacted Tesla's brand image.

By contrast, the number of potential consumers considering buying traditional luxury brands such as Mercedes-Benz, BMW, and Audi is rising, all between 44%-47%.

In 2023, Tesla's sales in the United States reached 654,800 units, a 25.4% increase from 522,400 units in 2022. Tesla's market share reached 4.2%, surpassing Volkswagen, Subaru, BMW, Mazda, and many other traditional automakers.

But for 2024, Tesla is facing numerous uncertainties. Musk once said that 2024 is destined to be a difficult year for Tesla.

According to data tracked by Motor Intelligence, from January to February, Tesla delivered approximately 108,000 cars in the United States, below the 114,000 delivered during the same period last year. In the face of weak sales data, analysts have all lowered their first-quarter delivery expectations for Tesla.