GUEST ARTICLE BY WILLIAM WALLER
The Tesla backlash proves that reputation and values matter more than ever…
It’s official.
British Summer Time begins this weekend. Lighter evenings and (fingers crossed) warmer weather are on the way.
Consider this your friendly reminder to put those clocks forward!
I know that not everyone will be thrilled about losing an hour of sleep (on Mothering Sunday of all days!), but personally, I think it’s a small price to pay for a few more hours of daylight.
At last, the country is finally waking up after a long, dark and cold winter. Outdoor sporting activities are back on. People are dusting off their bikes. Joggers are out in earnest. And pub gardens are teeming once again as people reward themselves for their alfresco exertions with a well-earned pint!
Speaking of exercise, this week has also seen the return of one of my favourite rituals: the 5.30 AM run. Yes, I am one of those irritatingly energetic people who actually embrace the 5 AM alarm!
For me, early morning runs have always been a great way to start the day… they’re even better now I can see the pavement without the assistance of a head torch!
But my week hasn’t just been about running. Mandy and I have also been contemplating a different kind of forward momentum – one involving four wheels and a charging cable. That’s right, we’ve been deep in the electric car rabbit hole, crunching the numbers, comparing models and trying to decide if it’s time to take the plunge.
As I delved into the world of EVs, naturally much of the coverage I encountered was dominated by Tesla. Whilst I don’t think there’s any doubt that the company remains the undisputed heavyweight of the electric car world, it’s clear there’s a growing backlash. Even some die-hard electric car advocates are walking away.
Take Ben Kilbey, who runs a communications firm promoting sustainable businesses in the UK. He recently bid farewell to his beloved Tesla Model Y – not because of battery issues, but because of the actions of Elon Musk himself. “This has been our family car for three years, and it has been an absolute dream,” Mr. Kilbey told the BBC.
However, he especially dislikes the way the Tesla CEO and Trump efficiency tsar has handled the firing of US government employees. “I’m not a fan of polarisation, or of doing things without kindness”, he said. “There are ways of doing things that don’t ostracise people or belittle them. I don’t like belittlement.”
If one was needed, the recent backlash against Tesla is a stark reminder that reputation and values matter. Irrespective of how impressive your product is, if you make a habit of airing divisive opinions and amplifying right-wing propaganda, people will eventually start to look elsewhere!
More than ever, people want to align themselves with companies that reflect their principles. I take my hat off to Mr. Kilbey. He’s clearly a man who knows what he stands for and acts on it – even if that means parting with his pride and joy.
It appears that he may not be alone. There was a 45% drop in new European Tesla registrations in January compared to the same month in 2024. Sales continued to decline across major European markets in February, while shipments of Tesla’s Chinese-made cars fell more than 49% in the same month.
There have also been protests outside dozens of Tesla dealerships, not only in the US but also in Canada, the UK, Germany and Portugal.
However, not everyone is willing to put their money where their morals are. Some “embarrassed” Tesla owners have opted for a different approach, slapping on bumper stickers with slogans like “I Bought This Before Elon Went Crazy”, “Space Clown” and “Elon ate my cat”. Hmm. I’m not sure that really counts as taking a stand!
For me, reputation and values are everything. Both personally and professionally.
Whether it’s our industry-leading customer service (need I remind you of our 16-hour emergency turnaround time!?!) or the superior quality and strength of our shutters and grilles, at Trellidor we stand by our commitment to excellence. It’s one of the reasons why a significant portion of our business comes from referrals and word of mouth.
Like any major investment, I plan to do my due diligence before committing to an electric car. After all, I already get anxious when my phone battery drops below 10%… imagine my stress of watching my car’s range disappear on a long drive!
That’s why I’ve decided to hire one for a week. No glossy brochures. No overly enthusiastic salespeople. Just me going about my usual weekly routine and visiting customers dotted around the country… wish me luck!
I firmly believe that you have to experience something first-hand to get a proper “feel” for how it works. And I’m not just talking about cars…
If you stopped by the Immersion Zone at Retail Risk – London yesterday, hopefully you will have had the chance to see our products in action in the replica store. If you have any further questions, do reach out; Rob and I will be happy to chat through the details.
That’s it for this week. There are still two hours of daylight left, and I intend to make the most of them…
Pub garden anyone!?!