Long Island Tesla owners weather brand backlash amid anti-Musk protests and stock woes
Tesla remains popular on Long Island but owners have had to navigate backlash against the company.
Steve Heller, 75, loves his Tesla. From its minimalist design to its advanced software and energy efficiency, it’s the best electric vehicle he’s driven.
But the Blue Point resident said he plans to avoid the company when shopping for his next car.
"I don’t want to come out from a store and see that somebody’s dinged it or keyed it," said Heller, who owns a food truck business.
Tesla and its vehicles have come under fire in recent weeks because of the political activities of CEO Elon Musk. Musk, an adviser to President Donald Trump, has spearheaded the new Department of Government Efficiency's firing of thousands of federal employees and embraced far-right political movements across the globe. Tesla shares have starkly fallen since the start of 2025 as the company faces fierce backlash worldwide in the form of boycotts and vandalism that has included arson and gunshots. Tesla shares have fallen 37.2% this year, closing Monday at $238.01.
On Long Island, a particularly strong market for Teslas, the tension surrounding the brand hits close to home. Local owners are weathering the fallout amid protests at dealerships and concerns over vandalism, even as their personal affinity for the cars themselves, politics aside, often remains intact.
Tesla dealerships on Long Island declined to comment for this story. Tesla’s corporate press office also did not respond to a request for comment.
Tesla is unique "in the sense that it has a figurehead at the top … who has a well-known and established media presence of his own," said Stacey Finkelstein, professor and area head of marketing at Stony Brook University.
The downside to having a well-known company figurehead, she said, is that if public sentiment toward that figure changes, then so does public attitude toward the brand.
U.S. analysts at UBS Global Research, a Swiss wealth management firm, said they expect Tesla deliveries to fall 5% in the first quarter and full year compared to the same periods for 2024 based on data indicating "softer demand."
Teslas, however, remain the most popular electric vehicle among Long Islanders, according to a report published March 10 by Drive Electric Long Island, a coalition dedicated to accelerating the adoption of electric vehicles.
The brand makes up nearly half of all EVs on Long Island roads, although its share of that majority declined in 2024 to 41.4% from 44.5% the year before, according to the report.
"I think the product is just a good product. It’s very prevalent on Long Island," said Rosemary Mascali, chair of Drive Electric Long Island, who prepared the report and drives a 2022 Hyundai Kona Electric.
It’s too soon to see if there’s been an impact on Long Island Tesla sales since the start of the Trump administration in late January, she said. Mascali tracks EV sales using data from New York State Energy Research and Development Authority, which has not published information for February yet.
Politics aside, customers love the electric motors and advanced technology in the vehicles, said Frank Hanley, senior director of auto benchmarking at J.D. Power, a data and analytics company focused on customer insights.
Kim Manitt, president of Tesla Owners New York State, ticked off features she loves about her 2015 Tesla Model S 70D, including a "dog mode" that maintains a set temperature and displays a message on the screen letting passersby know the pet is safe.
Most of all, she loves the community that she’s found with owning the vehicle, but she said that sense of camaraderie has been shakier in the wake of Musk’s recent political activities.
"Every time he opens his mouth, I lose members," said Manitt, 59, of East Setauket. "Elon needs to step off as CEO and let someone else take over, because it’s hurting the company. Our stock is in the toilet."
Ananto Mohammad, 32, of Ronkonkoma, said he hasn't seen the kind of vitriol toward Teslas that's gone viral online, although recently, while filming a video about the self-driving feature on his 2022 Tesla Model Y Performance for his YouTube channel, neighbors asked him to film somewhere else.
"I'm driving in their neighborhood on a quiet road with cameras, so probably they got nervous," said Mohammad, who loves the vehicle's safety features and advanced technology.
On Long Island, protesters have made a showing at Tesla dealerships in both Nassau and Suffolk counties, mirroring the national movement that has prompted some Tesla owners to slap their bumpers with anti-Musk stickers.
United Voices for Freedom, a new political action group on Long Island, planned a protest at the Smithtown Tesla dealership on Saturday, its second demonstration at the location, with more than 400 participants, according to organizers.
Rachel Klein, founder Engage Long Island, organized a March 4 protest with Show Up Long Island, another advocacy group, at the Westbury Tesla dealership with hundreds of supporters. . A passerby even pulled over to join, she said.
"We need to have our voices heard. Things are really scary right now, and our tools are limited to counter this, but we're going to do what we can," she said.
Finkelstein said she doubts protests against Tesla will change public policy, especially since hits to Musk’s pockets don't seem to have changed his stances or statements that have ruffled critics.
She also pointed out that the company has faced other issues in recent years that have affected its financial performance, including increased competition.
For Kevin Bozeat, 32, of Hauppauge, his Tesla is just a good vehicle; he tries to not associate the car with Musk, of whom he had "no real opinion" when he bought the car in 2021.
"The car itself is fantastic, and that opinion of mine hasn’t changed despite Elon’s recent activities," he said in an email.
But Bozeat, who is a compliance administrator for a bank, disagrees with Musk’s Washington activities, and said he fears vandalism or verbal abuse because of it.
"I bought it because I loved the car," he said. "The last thing I want is to drive past protesters at the Tesla service centers calling me a Nazi because I need some basic servicing done."
With AP
Steve Heller, 75, loves his Tesla. From its minimalist design to its advanced software and energy efficiency, it’s the best electric vehicle he’s driven.
But the Blue Point resident said he plans to avoid the company when shopping for his next car.
"I don’t want to come out from a store and see that somebody’s dinged it or keyed it," said Heller, who owns a food truck business.
Tesla and its vehicles have come under fire in recent weeks because of the political activities of CEO Elon Musk. Musk, an adviser to President Donald Trump, has spearheaded the new Department of Government Efficiency's firing of thousands of federal employees and embraced far-right political movements across the globe. Tesla shares have starkly fallen since the start of 2025 as the company faces fierce backlash worldwide in the form of boycotts and vandalism that has included arson and gunshots. Tesla shares have fallen 37.2% this year, closing Monday at $238.01.
WHAT NEWSDAY FOUND
- Tesla faces backlash due to CEO Elon Musk's political activities despite the brand's popularity and advanced vehicle features.
- On Long Island, Tesla remains the most popular electric vehicle, but the brand's market share has slightly declined globally amid political tensions and protests at local dealerships.
- Tesla owners express mixed feelings, appreciating the cars' technology and community but concerned about the impact of Musk's actions on the company's reputation and their personal safety.
On Long Island, a particularly strong market for Teslas, the tension surrounding the brand hits close to home. Local owners are weathering the fallout amid protests at dealerships and concerns over vandalism, even as their personal affinity for the cars themselves, politics aside, often remains intact.
Tesla dealerships on Long Island declined to comment for this story. Tesla’s corporate press office also did not respond to a request for comment.
Tesla is unique "in the sense that it has a figurehead at the top … who has a well-known and established media presence of his own," said Stacey Finkelstein, professor and area head of marketing at Stony Brook University.
The downside to having a well-known company figurehead, she said, is that if public sentiment toward that figure changes, then so does public attitude toward the brand.
Teslas are a popular choice
President Donald Trump and Tesla CEO Elon Musk speak to reporters as they sit in a Tesla vehicle on the South Lawn of the White House in March. Credit: AP
U.S. analysts at UBS Global Research, a Swiss wealth management firm, said they expect Tesla deliveries to fall 5% in the first quarter and full year compared to the same periods for 2024 based on data indicating "softer demand."
Teslas, however, remain the most popular electric vehicle among Long Islanders, according to a report published March 10 by Drive Electric Long Island, a coalition dedicated to accelerating the adoption of electric vehicles.
The brand makes up nearly half of all EVs on Long Island roads, although its share of that majority declined in 2024 to 41.4% from 44.5% the year before, according to the report.
"I think the product is just a good product. It’s very prevalent on Long Island," said Rosemary Mascali, chair of Drive Electric Long Island, who prepared the report and drives a 2022 Hyundai Kona Electric.
It’s too soon to see if there’s been an impact on Long Island Tesla sales since the start of the Trump administration in late January, she said. Mascali tracks EV sales using data from New York State Energy Research and Development Authority, which has not published information for February yet.
Politics aside, customers love the electric motors and advanced technology in the vehicles, said Frank Hanley, senior director of auto benchmarking at J.D. Power, a data and analytics company focused on customer insights.
Kim Manitt, president of Tesla Owners New York State, ticked off features she loves about her 2015 Tesla Model S 70D, including a "dog mode" that maintains a set temperature and displays a message on the screen letting passersby know the pet is safe.
Most of all, she loves the community that she’s found with owning the vehicle, but she said that sense of camaraderie has been shakier in the wake of Musk’s recent political activities.
"Every time he opens his mouth, I lose members," said Manitt, 59, of East Setauket. "Elon needs to step off as CEO and let someone else take over, because it’s hurting the company. Our stock is in the toilet."
Protests and brand loyalty on Long Island
Ananto Mohammad, 32, of Ronkonkoma, said he hasn't seen the kind of vitriol toward Teslas that's gone viral online, although recently, while filming a video about the self-driving feature on his 2022 Tesla Model Y Performance for his YouTube channel, neighbors asked him to film somewhere else.
"I'm driving in their neighborhood on a quiet road with cameras, so probably they got nervous," said Mohammad, who loves the vehicle's safety features and advanced technology.
On Long Island, protesters have made a showing at Tesla dealerships in both Nassau and Suffolk counties, mirroring the national movement that has prompted some Tesla owners to slap their bumpers with anti-Musk stickers.
United Voices for Freedom, a new political action group on Long Island, planned a protest at the Smithtown Tesla dealership on Saturday, its second demonstration at the location, with more than 400 participants, according to organizers.
Rachel Klein, founder Engage Long Island, organized a March 4 protest with Show Up Long Island, another advocacy group, at the Westbury Tesla dealership with hundreds of supporters. . A passerby even pulled over to join, she said.
"We need to have our voices heard. Things are really scary right now, and our tools are limited to counter this, but we're going to do what we can," she said.
Finkelstein said she doubts protests against Tesla will change public policy, especially since hits to Musk’s pockets don't seem to have changed his stances or statements that have ruffled critics.
She also pointed out that the company has faced other issues in recent years that have affected its financial performance, including increased competition.
For Kevin Bozeat, 32, of Hauppauge, his Tesla is just a good vehicle; he tries to not associate the car with Musk, of whom he had "no real opinion" when he bought the car in 2021.
"The car itself is fantastic, and that opinion of mine hasn’t changed despite Elon’s recent activities," he said in an email.
But Bozeat, who is a compliance administrator for a bank, disagrees with Musk’s Washington activities, and said he fears vandalism or verbal abuse because of it.
"I bought it because I loved the car," he said. "The last thing I want is to drive past protesters at the Tesla service centers calling me a Nazi because I need some basic servicing done."
With AP
Brianne Ledda covers the Town of Islip for Newsday. She previously covered Southold and Greenport for The Suffolk Times and is a graduate of Stony Brook University.
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