Toyota has become the most valuable brand in the automotive industry with a value of $64.7 billion. Tesla lags behind the leader by more than $20 billion. Last year, Tesla's share price rose by 63%, reaching a record in December, which was helped in particular by Donald Trump's victory. But analyst data shows that consumer opinion of Tesla is very different from its assessment on Wall Street.
According to CNBC, citing data from the research and consulting company Brand Finance from London, the value of the Tesla brand fell by 26% in 2024. The decline was recorded for the second year in a row. The Tesla brand is currently worth an estimated $43 billion, though it was valued at $58.3 billion in early 2024 and $66.2 billion in 2023. This is due in no small part to the company's owner Elon Musk's controversial rhetoric and the aging model lineup.
“There are people who think he's great, but a lot of people don't. If you're going to buy an electric car, his personality will probably influence your perception of whether you want to buy one of his company's cars, but that's just one of many factors.
If Tesla can't offer a whole series of new products that really excite consumers, and if it can't mitigate some of the antagonism caused by its leader, the company has passed its peak and will start to fall," - notes the CEO of the London-based analytical company David Hay.
According to Brand Finance, on such key parameters as reputation, Tesla's performance has declined in the main markets where it operates factories and sells its cars - Europe and Asia. Tesla maintains a high loyalty rate in the US (90%), but only 4.3 out of 10 people are ready to recommend the manufacturer (previously it was 8.2 out of 10).