The Once Cult-Like Following of Tesla Is Crumbling Away
In a bold and cheeky marketing play, Kia Norway has taken a direct jab at Tesla’s brand image, capitalising on the growing discontent surrounding its CEO, Elon Musk.
The automaker recently ran an Instagram ad featuring its EV3 model, sporting a bumper sticker that reads: “I bought this after Elon went crazy.”
This clever campaign riffs off a popular phrase seen on some Tesla vehicles: “I bought this before Elon went crazy,” a sticker that disillusioned Tesla owners have used to distance themselves from the increasingly controversial billionaire.
Musk’s erratic behaviour and political entanglements have triggered a public relations nightmare for Tesla, and Kia’s move is brilliant in real-time, opportunistic marketing.
Kia’s strategy is a textbook example of reactive marketing done right—tapping into cultural conversations and consumer sentiment at just the right moment.
With Tesla experiencing significant backlash following Musk’s shocking Nazi salute at Donald Trump’s inauguration in January, the once cult-like following of Tesla is rapidly crumbling.
Musk’s role as the head of Trump’s so-called “Department of Government Efficiency” (DOGE)—a name that appears to be an intentional reference to the Dogecoin cryptocurrency he has openly promoted—has only further alienated his customer base.
The controversy has been particularly damaging in Europe, where political sensitivities run high and Tesla’s association with extremism is proving costly.
Tesla’s sales figures paint a grim picture.
In Germany, one of the company’s largest European markets, sales plummeted by 59.5% in January and a staggering 76.3% in February.
Australia has seen a similar trend, with Tesla deliveries dropping 65.5% in the first two months of 2025.
Meanwhile, in China—another critical market for the brand—sales fell by 49.16% last month, indicating a significant decline in market share.
On the financial front, Tesla’s stock has tanked over 30% year-to-date, reflecting investor anxiety over the company’s tarnished reputation.
Kia’s Cleverly Timed Jab – Takeaway for Marketers
By capitalising on this seismic shift in public perception, Kia Norway has positioned itself as a brand that understands consumer sentiment and is unafraid to take a stand.
This kind of bold, meme-worthy marketing has the potential to go viral, especially in the age of social media, where humour and cultural relevance drive engagement.
In an industry where legacy automakers struggle to shed their outdated reputations and EV startups battle for attention, Kia’s approach demonstrates agility and market awareness.
While some brands might shy away from controversy, Kia has turned it into an opportunity to attract disillusioned Tesla owners looking for an alternative.
Kia Norway’s campaign offers valuable lessons for marketers everywhere:
Be Culturally Aware – Understanding public sentiment and aligning marketing efforts with real-world events can create viral, high-impact campaigns.
Humour Works – Playful, cheeky messaging can break through the noise and resonate with consumers more effectively than traditional advertising.
Timing Is Everything – Jumping on trends at the right moment is crucial for maximum impact; being too early or too late can mean missing the wave entirely.
As Tesla struggles with brand damage and customer loyalty, rival automakers have an unprecedented opportunity to lure away disenchanted EV buyers.
Kia’s approach is a coup de maitre in brand positioning, and if other brands follow suit, Musk’s empire could be in for an even rougher ride.
One thing’s for sure—this isn’t the last we’ll see of brands poking fun at Tesla’s downfall.
