Ugly Americans

Tscherning, a large Danish construction company, announced that it returned its entire corporate fleet of Tesla vehicles because of Elon Musk.

In Europe, Tesla is suffering from major brand damage due to its CEO’s involvement in politics.

Sales had already been declining in 2024, but the decline dramatically accelerated in 2025 after many people started to become increasingly concerned about Musk’s backing of Trump and far-right political parties in Europe.

The problem is that not only is Tesla missing out on new sales, but current Tesla owners are also rushing to sell their vehicles because they don’t want to be associated with the brand at all. This is also true of corporate sales, which are popular in Europe.

Last year, we reported on Rossmann, one of the largest pharmacy chains in Europe. Rossmann had a large Tesla corporate fleet and decided to sell it because of Musk’s actions.

Tscherning, a large Danish construction company, was in a similar situation. It had electrified its corporate fleet using Tesla vehicles, but it announced this week that it returned them all:

At Tscherning, we not only decide how we drive – but also who we drive with. That’s why we’ve chosen to hand over the keys to our Tesla company cars – not because Tesla has become a bad car, but in light of Elon Musk’s political commitment and the opinions he has publicly expressed (and which are increasingly hard to overlook), we as a company have chosen to say “thank you for the ride.”

The company added that it doesn’t want to be “associated with the values and political direction that currently accompany the Tesla brand.”

It will instead buy “European alternatives” to Tesla vehicles.