The 2025 Axios Harris poll of brand reputation has been released, showing a significant decline in the reputation of Tesla and other Elon Musk-related brands. This decline has placed them among the lowest-ranked brands in America, primarily due to the toxicity associated with Musk himself.
The Axios Harris Poll 100 ranks the brand reputation of America’s 100 most visible companies by surveying thousands of Americans to gauge their opinions on each brand. This collaboration between Axios and Harris has been ongoing since 2019, drawing from 20 years of similar Harris Poll research prior to that.
Over the years, Tesla’s ranking in the poll has fluctuated. In 2019, it ranked 42nd with a brand score of 75.4 out of 100. However, Tesla climbed in the rankings, reaching the 8th most trusted brand in America in 2021 with a reputation score of 80.2. Unfortunately, in recent years, Tesla has experienced a decline in its ranking, dropping significantly in 2023 and continuing to fall in subsequent polls.
In the most recent 2025 poll, Tesla dropped another 32 places to 95th with a brand score of 61.3. SpaceX, another company led by Musk, also earned a low reputation score, ranking 86th with a score of 66.4. Notably, several companies with poor reputations ranked above Tesla, including BP, UnitedHealth, and Temu.
The primary reason for Tesla’s low ranking is attributed to Elon Musk himself. Musk’s controversial statements and actions have contributed to the tarnishing of Tesla’s brand perception. His political advocacy, which includes support for German neo-Nazis and defense of Hitler’s actions, has sparked protests against the company and pushed away customers.
Additionally, Musk’s leadership has resulted in Tesla focusing on products that either do not work or do not sell well, rather than leveraging the company’s strengths. This has led to a decline in Tesla’s overall reputation and brand perception among consumers.
Ultimately, the report highlights the impact of Musk’s behavior on Tesla’s reputation and emphasizes the need for the company’s board and shareholders to address Musk’s destructive influence. The data from the poll serves as a stark reminder of the severity of the situation and the urgent need for intervention to prevent further damage to Tesla’s brand.