Brand value Tesla is now about $27.61 billion, up from $43 billion. last year and $58.3 billion. in early 2024 – according to a report by the research and consulting company Brand Finance, quoted by CNBC. This means that over the last year, the value of the Tesla brand has decreased by as much as $15 billion. The rising star is Tesla's biggest rival. As many as five brands overtook the company Elon Musk in this year's ranking.
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David Haigh, president of Brand Finance, said Elon Musk's political involvement and the lack of new electric car models affected the brand's overall strength, as did the relatively high price of Tesla's electric vehicles.
Brand value fell by $15.4 billion, or about 36%, in 2025, marking the third decline in a row.
The value of the Tesla brand is currently estimated at $27.61 billion, Brand Finance reported in its 2026 ranking. This is a decrease from $43 billion. at the beginning of 2025, $58.3 billion. in 2024 and a peak of USD 66.2 billion. in January 2023
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Musk's collaboration with Trump, provocative political rhetoric and support for far-right political figures such as the anti-immigration AfD party in Germany sparked consumer resentment that lasted until 2025.
The loss of the federal tax credit for electric vehicle purchases in the U.S. has proven to be another business challenge.
They no longer persuade their friends to buy a Tesla
Brand Finance looks at the financial data of thousands of companies, analyzing revenues, licensing agreements, margins and other hard data, and then combines this data with the results of comprehensive consumer research to estimate the monetary value of brands.
According to Brand Finance, key indicators such as “reputation, recommendations, trust and attractiveness”, Tesla's results have declined over the past year, particularly in Europe and Canada.
The company's recommendation rate in the United States reached a new low of 4 out of 10, meaning consumers were not willing to encourage friends and family to buy a Tesla. Previously, in 2023, the US electric car manufacturer's recommendation index was as high as 8.2.
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At least 1,000 respondents from 18 different countries answered questions about Tesla.
Overall consumer awareness of the Tesla brand improved in most markets last year, which was expected as the company is no longer a startup and is expanding sales geographically.
The company's loyalty rate increased from 90%. up to 92 percent in the United States in 2025, indicating that customers who own Tesla cars are willing to drive them for the next 12 months.
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Tesla's biggest rival, BYD in China, was a rising star in the automotive sector, with its brand value increasing by about 23%. , to approximately $17.29 billion, up from $14.03 billion. last year.
Five other automakers overtook Tesla on this year's list, including Toyota, Mercedes-Benz, Volkswagen and Porschewhereby Toyota is the strongest brand in the sector, with an estimated brand value of USD 62.7 billion.
Elon Musk and Donald Trump
Musk's support for the Trump campaign has reached enormous proportions. The billionaire spent a total of approximately $277 million. to support Republicans in 2024. After Trump's victory, he wrote: “We are waking up in America again.”
After Trump took office, Musk led the new Department of Government Efficiency (DOGE), whose goal was to reduce unnecessary government spending.
Over time, the conflict between Musk and Trump grew, eventually leading to a public clash, and the billionaire even publicly supported calls for Trump's impeachment.
Source: CNBC
