The electric vehicle landscape in Chicago has transformed dramatically in recent months. Tesla owners who once proudly displayed their environmentally friendly purchases now find themselves scrambling to offload their vehicles, often at substantial financial losses, as backlash against CEO Elon Musk intensifies.
Skylar Damiano, a Humboldt Park resident, exemplifies this shift. Once enthusiastically taking his 2022 Tesla Model Y on cross-country road trips, Damiano recently traded his vehicle for another electric car brand after witnessing what appeared to be a Nazi salute from Musk during President Donald Trump’s inauguration ceremony.
When trading in his vehicle, Damiano learned he wasn’t alone in his decision. The suburban dealership informed him that nine other Tesla owners had attempted to sell their vehicles in just a two-week period, indicating a significant trend away from the once-coveted brand.
The financial reality for Tesla owners
Tesla stock has experienced a dramatic decline of nearly 50 percent over the past three months, completely erasing gains the company saw following Trump’s election. This stock performance reflects broader concerns affecting current Tesla owners.
Current market conditions have created a perfect storm for those attempting to sell their vehicles. Lavern Canteen, an experienced car salesman at McGrath Automotive Group in West Town, reports that his dealership has only accepted two Tesla trade-ins despite numerous owners bringing their vehicles in recently. One of these vehicles had accumulated just 4,000 miles and belonged to a frustrated federal employee.
The car salesman advised owners not to expect anything close to their original investment when trying to sell. This reality represents a significant shift for a brand that previously maintained strong resale values.
The Illinois Secretary of State’s Office reports almost 900 fewer registered electric vehicles in Cook County between January and February alone, suggesting the trend extends beyond individual anecdotes to measurable market changes.
From brand pride to public embarrassment
For many former Tesla enthusiasts, the shift in perception has been dramatic. Damiano, who had long desired an electric vehicle, eventually placed an anti-Musk bumper sticker on his car before finally selling it. His friends expressed embarrassment about being seen near the vehicle, and he worried it might become a target for vandalism or harassment.
This concern appears well-founded. Tesla drivers throughout Chicago have reported instances of their vehicles being vandalized. Others have shared experiences on social media of being booed while driving. One owner discovered a note left on his windshield suggesting his car made him look like a supporter of Nazi ideology.
Anthony Stefani, who drives a Cybertruck from suburban Crystal Lake, reported being given the middle finger multiple times when driving into Chicago. This happened three times in a single day, according to his interview on Monday. He emphasized that he purchased the vehicle for its features rather than to support Musk, noting its operational efficiency costs less than 10 cents to operate.
The TeslaTakedown movement gains momentum
A growing movement called “TeslaTakedown” has emerged as a focal point for opposition to both Musk and Tesla. The movement organized protests at more than 50 Tesla dealerships across the country on Saturday, March 8, with approximately 500 people gathering outside the Gold Coast showroom on Rush Street in Chicago.
Protesters carried signs with messages opposing both Musk and Tesla, highlighting concerns about the billionaire’s growing political influence despite holding no elected office. Chants about removing oligarchs and supporting democracy echoed through the crowd.
The Chicago Police Department deployed about 30 officers to guard the open Tesla showroom during the demonstration. According to a police spokesperson, this presence was intended to ensure safety for everyone in the area, including those participating in First Amendment activities. While the demonstration remained peaceful, the significant police presence drew criticism on social media.
Joe Allen, a local organizer of TeslaTakedown, is coordinating another demonstration scheduled for the following Saturday at the same location. Allen, a 63-year-old former Teamster familiar with Chicago protests, sees these efforts as more than symbolic, potentially damaging the innovative image Musk has cultivated.
Escalating incidents nationwide
While Chicago’s protests have remained largely peaceful, more serious incidents have occurred elsewhere. Reports have emerged of Tesla charging stations being set on fire near Boston and shots fired at a dealership near Portland. In New York City, protesters were arrested after successfully shutting down a Tesla dealership.
These escalating actions reflect growing frustration with Musk’s increasing political influence. The billionaire now leads a new Department of Government Efficiency, known as DOGE, despite questions about its legal authority. In Chicago, this department’s actions have reportedly resulted in federal worker layoffs, the closure of federal offices downtown, and the shuttering of Veterans Affairs programs previously operated through local ward offices.
Divided perspectives among Tesla owners
Not all Tesla owners have abandoned the brand. During Saturday’s protest, some people continued to enter the Gold Coast showroom, including one man who expressed support for Musk but declined to provide his name or additional comments.
Erfin, an Uber driver who started using a Tesla last summer after a charger was installed in his building, emphasized the practical benefits of his vehicle. He drives approximately 200 miles daily for his job, and the savings on gas make the vehicle worthwhile for him. However, even he expressed reservations about Musk’s dual roles, suggesting potential conflicts of interest between running a company and working in government.
Meanwhile, Lon Goodman observed the protest from inside his Tesla with his son, expressing shame about owning the vehicle. He purchased it before being aware of Musk’s political leanings and brought his son to witness the protest as an educational experience.
The political dimension
President Trump has publicly shown support for Musk, shopping for a Tesla on the White House driveway after pledging to purchase one as a show of confidence in the CEO. This action came despite Trump signing an executive order eliminating tax breaks for electric vehicles.
Trump defended Musk on his social media platform, describing him as doing a fantastic job while characterizing the movement against Tesla as the work of radical left extremists. For his part, Musk stated on X that vandalism is not free speech, addressing some of the more extreme actions taken against the company.
Protester Alea Perez expressed concerns about Musk’s governmental role, emphasizing that he was not elected to any position of power. This sentiment reflects broader concerns about democratic processes and the appropriate influence of wealthy individuals in government.
A movement gaining traction
Allen, who participated in protests following Trump’s first election, noted similarities between current demonstrations and earlier movements. He described a sense of historical repetition between 2017 and 2025.
However, he sees the targeting of Tesla as a strategic approach rather than merely symbolic. Many people perceive Democrats as ineffective in opposing Trump, while everyday citizens want to take action. By focusing on Musk’s role in affecting veterans services and social security, protesters have identified Tesla as his vulnerable point.
This targeting of a specific brand as an extension of political opposition represents a potentially significant shift in consumer activism. As planned demonstrations continue and Tesla owners navigate difficult decisions, the situation highlights how consumer products can become powerful symbols in broader political and social movements.
What began as individual concerns about Musk’s actions has evolved into a coordinated effort with tangible economic impacts on Tesla owners and the company itself. For many in Chicago, these protests represent not just opposition to one businessman but a statement about wealth, power, and democratic values in contemporary America.
