The setbacks against Tesla continue as the electric vehicle giant is recalling almost every Cybertruck south of the border.
The move comes as Tesla dealerships in Canada and the United States have been targeted with damage and vandalism.
There’s also been “Tesla Takedown” protests across North America to denounce CEO Elon Musk.
“It’s kind of difficult because, you know, I have a family car. The car works great. It’s awesome, but it’s weird to have that sort of associated,” said Andrew Willmore, a Tesla owner.
Tesla dealerships have been targeted by vandals and protests in Montreal, Hamilton, and across the U.S.
“I don’t even know how the sale market is going. I contemplated sort of getting rid of the car out of principle,” said Willmore.
The Tesla Owners Club of Ontario says members are on edge.
“We strongly condemn any violence or vandalism against Tesla and its owners. It’s important to understand that these are your neighbours, they made a choice to buy a great vehicle while supporting sustainability, and vandalizing Tesla affects real people,” a spokesperson said.
Tesla owners weighing in.
“When we bought the Tesla, we were really happy to have it. We love the car, it’s a beautiful drive, and now it’s seen as people are thinking that we’re associated with supporting Trump and Elon Musk,” said Chantale Rice, who owns a Tesla with her husband.
“They’re protesting against Donald Trump too, but they’re taking it out on people who are relatively innocent,” said Bill Grubb, who owns a Tesla. “We bought the car because it’s environmentally friendly.”
Experts say this has been brewing for months.
“This idea of trying to dissociate from the brand, I think is, is ramped up, but now we’re also seeing people who don’t even own Tesla’s or even would even consider buying a Tesla, who are wanting to express their views through protest,” said Michael Mulvey, University of Ottawa Associate Professor of Marketing. “The strategy I would follow is anytime you’re dealing with something that’s volatile emotionally, people are angry, people are frustrated, people are feeling helpless, and it’s good to have a timeout, take a timeout.”
Meanwhile the electric vehicle giant is recalling almost every Cybertruck south of the border. U.S. regulators have warned that an exterior panel can detach while driving, creating a dangerous hazard for other drivers.
