Liberals are less willing to buy Teslas than other electric vehicles, moderated by perceptions of Elon Musk

Alexandra Flores (), Matthew Burgess, Mariah D. Caballero, Amanda R. Carrico, Jane E. Miller, Christian Suarez and Michael P. Vandenbergh
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Alexandra Flores: Williams College
Mariah D. Caballero: Vanderbilt University
Amanda R. Carrico: University of Colorado Boulder
Jane E. Miller: Vanderbilt University
Christian Suarez: University of Colorado Boulder
Michael P. Vandenbergh: Vanderbilt University

Palgrave Communications, 2025, vol. 12, issue 1, 1-11

Abstract: Abstract Adopting electric vehicles (EVs) can substantially reduce households’ greenhouse gas (GHG) emissions. In August 2023, we surveyed 633 U.S. adults about their intentions to adopt 30 GHG-reducing actions. Purchasing EVs was the most polarizing, with positive intentions among liberals and negative intentions among conservatives. Meanwhile Elon Musk, chief executive officer of EV manufacturer Tesla, has adopted a conservative public persona. We tested whether perceptions of Musk have made Teslas less polarizing than other EVs, with surveys in November 2023 (n = 539), May 2024 (n = 500), July 2024 (n = 511), and March 2025 (n = 689), randomly assigning respondents to consider purchasing either a Tesla or an unspecified EV. Conservatives consistently disfavored purchasing both Teslas and EVs, irrespective of their perceptions of Musk. Liberals showed declining intentions to purchase Teslas compared with other EVs, and, to a lesser extent, declining intentions to purchase EVs in general. We found both effects to be associated with negative perceptions of Musk. Musk’s public persona therefore may have reduced liberal support for Teslas without increasing conservative support. We compare our results to recent sales and consumer data.

Date: 2025
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DOI: 10.1057/s41599-025-05242-8

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