In their discussion paper, Johannes Buggle, Sebastian Butschek, and Elian Tenschert examine whether expensive and highly visible consumer goods can serve as an expression of political identity — specifically, how Elon Musk’s statements in support of the AfD in late 2024 affected Tesla sales in Germany. In politically right-leaning regions, sales rose by up to 30 percent compared to left-leaning districts, while no increase was recorded in sales of electric vehicles from other brands. Overall, according to estimates, 6,500 fewer vehicles were sold in Germany in the first half of 2025 than originally expected. This resulted in a revenue decline of at least 241 million euros (valuing all vehicles at the price of the cheapest Model 3).
According to the study, Musk’s statement had no impact on the used car market. This is explained by the fact that it costs significantly more to sell a car at a loss than to continue driving it (and to use car stickers to distance oneself from Musk’s statements in support of the AfD, which was often the case).
Media: