Tesla Takedown
A grassroots international protest movement formed in 2025 to oppose Elon Musk’s political influence and encourage divestment from Tesla.
Last updated October 14, 2026
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Overview
Tesla Takedown is a grassroots protest and boycott movement that emerged in early 2025 in response to Elon Musk’s political role during the second Trump administration and his continued leadership of Tesla. Although its public actions frequently take place at Tesla showrooms and service centers, the movement generally presents itself as opposition to Musk’s political influence rather than opposition to electric vehicles or to every aspect of Tesla’s business. Its organizers and supporters seek to create economic and reputational pressure by encouraging Tesla owners to sell their vehicles, investors to sell Tesla shares, and members of the public to avoid purchasing Tesla products. The movement developed through a combination of local demonstrations, social-media organizing, public statements, and coordinated days of action. Activists used the hashtags #TeslaTakedown and #TeslaTakeover to connect protests in different cities. Early actions in the United States attracted wider attention after actor and filmmaker Alex Winter amplified the campaign online following discussions with sociologist Joan Donovan. Valerie Costa became one of the movement’s publicly identified organizers or spokespeople, describing the campaign as a response to what participants viewed as the power of technology billionaires in government and to policies associated with Musk’s work in the Department of Government Efficiency, or DOGE. Its political background includes Musk’s advisory role to President Donald Trump, his reported de facto leadership of DOGE, federal workforce reductions, and the shutdown of USAID. Protesters argued that Musk’s government role gave him an unusually influential position in public administration and that Tesla ownership could therefore be understood as indirectly supporting his political activities. Actor Alex Winter characterized the movement as primarily anti-Musk, describing Musk as the company’s highly visible and controversial figurehead. Tesla Takedown’s tactics have included pickets, rallies, speeches, music and dance events, online livestreams, calls for consumer boycotts, and publicized vehicle sales. Demonstrations occurred at Tesla locations in cities including New York, San Francisco, Berkeley, Minneapolis, Kansas City, Owings Mills, Superior, Jacksonville, Tucson, Stamford, and Washington, D.C. International actions were reported in Canada, the United Kingdom, Germany, Australia, New Zealand, Norway, Finland, Denmark, Belgium, the Netherlands, and France. Organizers said that the March 29, 2025 day of action reached more than 250 cities worldwide, although independently verified attendance varied substantially by location. The campaign also became associated with broader anti-Musk and anti-Tesla activity. Some Tesla owners reported selling or considering selling their vehicles because of Musk’s conduct. Public figures including musician Sheryl Crow and Senator Mark Kelly publicly discussed selling Teslas. The movement’s peaceful demonstrations were distinct from acts of vandalism and arson directed at Tesla facilities, which were separately investigated by law enforcement. Tesla Takedown organizers publicly emphasized protest and economic pressure, while opponents accused demonstrators of being paid; the supplied reference material reports no evidence supporting that accusation. Tesla Takedown continued organizing after Musk left his formal advisory position in the Trump administration. In June 2025, organizers announced Musk Must Fall demonstrations timed to Musk’s birthday. A Tesla Takedown group in Austin also planned an action concerning Tesla’s proposed robotaxi testing, working with The Dawn Project to raise safety concerns about Tesla’s driver-assistance technology. The movement has no disclosed corporate parent, listed securities, conventional product portfolio, or formal chief executive. Its influence is instead expressed through decentralized organizing, public protest, consumer activism, and online coordination.
History
Tesla Takedown arose in early 2025 as a decentralized protest movement targeting the political influence of Elon Musk and the connection between Musk’s public conduct and the Tesla brand. The campaign developed during Musk’s involvement with the second Trump administration, including his senior-advisor role and his prominent work associated with the Department of Government Efficiency. Protesters objected to federal spending cuts, mass layoffs, the shutdown of USAID, and what they regarded as the concentration of public power in the hands of a technology billionaire. The movement’s central argument was economic and reputational: consumers and investors could put pressure on Musk by selling Teslas, selling Tesla stock, or declining to buy the company’s products. Valerie Costa described the campaign as a public stand against what she called the tech oligarchy behind the administration’s actions. Other prominent supporters, including Alex Winter, emphasized that the target was Musk as Tesla’s highly visible figurehead rather than electric vehicles as a category. Initial protests were organized locally outside Tesla stores and service centers in the United States. Online networks, including the hashtags #TeslaTakedown and #TeslaTakeover, helped connect these actions. Winter amplified the movement on Bluesky after speaking with sociologist Joan Donovan, giving previously local demonstrations greater national visibility. On February 15, a large New York City protest included chants referencing Musk’s political alliances and controversial gestures. Demonstrations were also reported in San Francisco, Berkeley, Minneapolis, Kansas City, Owings Mills, Superior, Jacksonville, and other American cities. A February 19 action in San Francisco drew hundreds and included federal workers expressing concern about the interruption or privatization of government services. The movement’s tactics remained varied. Protesters held signs, delivered speeches, organized musical events, and called for boycotts and divestment. A March demonstration in New York resulted in nine arrests. In Stamford, Connecticut, comedian Mary Beth Barone organized a protest attended by approximately 100 people. On March 20, a livestream with guests including John Cusack and Representative Jasmine Crockett announced a coordinated March 29 day of action. Organizers said the day produced demonstrations in more than 250 cities worldwide. Events ranged from conventional pickets to a disco-themed dance protest in Washington, D.C. International participation included demonstrations in Metro Vancouver, Bristol, Edinburgh, London, Berlin, New Zealand, Australia, Norway, Finland, Denmark, Belgium, the Netherlands, and France. Counter-protesters appeared at some events, including in Vancouver and Dublin. The campaign also intersected with individual acts of consumer refusal. Reports indicated that some Tesla owners were selling or considering selling their vehicles because of Musk’s political activities; Sheryl Crow publicized the removal of a Tesla she had sold, and Senator Mark Kelly said he intended to sell his vehicle. The movement attracted a hostile response from Musk and his supporters. Musk accused Costa of committing crimes, after which she reportedly experienced harassment. Musk and supporters also alleged that protesters were paid, but the reference material identifies no evidence substantiating that claim. Donald Trump publicly supported Tesla at a White House event and threatened severe treatment for people who vandalized Tesla vehicles. Separately, Tesla properties became targets of criminal vandalism and an alleged Molotov-cocktail attack. Those incidents were not presented as actions of Tesla Takedown and should be distinguished from the movement’s stated commitment to peaceful protest. Tesla Takedown continued after Musk left his formal advisory position in the administration. In June 2025, organizers announced Musk Must Fall actions scheduled around his birthday. An Austin chapter also planned a protest concerning Tesla’s proposed robotaxi service and the safety of Autopilot-related capabilities. Tesla Takedown has no disclosed parent company, conventional executive hierarchy, product line, or listed financial structure. It is best understood as a distributed advocacy identity and protest network whose activities combine political demonstration, consumer boycott, investor divestment, and social-media mobilization.
- 2025
Movement emerges in the United States
[1]Local protests form at Tesla showrooms and service centers in opposition to Elon Musk’s political role and influence.
- 2025
February protests expand nationally
[1]Demonstrations take place in New York, San Francisco, Berkeley, Minneapolis, Kansas City, and other American cities, drawing wider media and online attention.
- 2025
March 29 international day of action
[1]Tesla Takedown coordinates protests at Tesla sites across the United States and multiple countries; organizers report participation in more than 250 cities.
- 2025
Musk Must Fall announced
[1]Organizers announce a later round of demonstrations timed to Elon Musk’s birthday.
Products and positioning
A decentralized political and consumer-activism movement using protests, boycotts, divestment appeals, and digital organizing to challenge Elon Musk’s political influence and the reputational association between Musk and Tesla.
Marketing campaigns
- 2025Tesla Takedown showroom protests
United States
Local activists demonstrated outside Tesla stores and service centers, combining opposition to Musk’s political influence with calls for Tesla owners and investors to divest.
Outcome. The actions expanded from isolated local protests into a nationally visible movement.
- 2025March 29 day of action
United States · Canada · United Kingdom · Germany · Australia · New Zealand · Norway · Finland
Coordinated demonstrations were held at Tesla locations worldwide, including conventional rallies, public speeches, and creative events such as a dance protest in Washington, D.C.
Outcome. Organizers claimed activity in more than 250 cities, establishing the movement as an international protest network.
- 2025Musk Must Fall
United States
A follow-on campaign announced demonstrations across American cities on Musk’s birthday, extending Tesla Takedown’s organizing beyond the spring 2025 protests.
- 2025Austin robotaxi safety demonstrations
United States
The Austin chapter planned an action with The Dawn Project focused on safety questions surrounding Tesla’s proposed robotaxi testing and Autopilot capabilities.
Brand decisions
2025
Adopt divestment and boycott as core pressure tacticsStrategyBackground
Organizers argued that Musk’s political influence and association with the Trump administration made consumer and investor action an appropriate means of applying pressure.
Action taken
The movement encouraged Tesla owners to sell their cars, investors to sell Tesla stock, and prospective buyers to avoid Tesla products.
Aftermath
The appeal became a recurring feature of demonstrations and public statements, although its measurable economic effect is not established by the supplied sources.
2025
Coordinate an international day of actionStrategyBackground
After several weeks of local protests and online mobilization, organizers sought to synchronize demonstrations at Tesla sites around the world.
Action taken
A March 29 action was announced through a livestream and promoted through the movement’s social-media networks.
Aftermath
Organizers reported protests in more than 250 cities, with actions documented across North America, Europe, and Australasia.
Recent events
- 2025
Tesla Takedown protests emerge at Tesla locations in the United States[1]
Other · Campaign
Demonstrations began appearing at Tesla showrooms and service centers across the United States, opposing Elon Musk’s political role and encouraging the public to sell Tesla vehicles and shares.
- 2025
Alex Winter amplifies Tesla Takedown online[1]
Campaign
Actor and filmmaker Alex Winter helped bring wider online attention to local protests and framed the campaign as primarily opposition to Musk rather than to Tesla’s products alone.
- 2025
Tesla Takedown announces March 29 global day of action[1]
Campaign
A livestream featuring guests including John Cusack and Representative Jasmine Crockett announced coordinated demonstrations at Tesla sites in the United States and abroad.
- 2025
Thousands join Tesla Takedown demonstrations on March 29[1]
Campaign
Protests took place at Tesla locations in more than 250 cities worldwide according to organizers, including events in North America, Europe, Australia, and New Zealand.
- 2025
Elon Musk accuses Tesla Takedown activist of crimes[1]
Other
Musk publicly accused organizer Valerie Costa of criminal conduct in an X post. The statement was followed by harassment directed at Costa, according to the reference material.
- 2025
Donald Trump stages White House Tesla promotion amid protests[1]
Campaign · Other
Donald Trump appeared with Musk and Tesla vehicles at a White House event, said he would buy a Tesla, and warned that people who vandalized Tesla vehicles could be treated as domestic terrorists.
- 2025
Musk Must Fall protests announced[1]
Campaign
Organizers announced additional demonstrations in cities across the United States timed to Musk’s birthday, extending the campaign beyond the initial spring protest wave.
- 2025
Austin organizers connect Tesla Takedown to robotaxi safety concerns[1]
Campaign · Product launch
A Tesla Takedown group in Austin planned a demonstration with The Dawn Project concerning the safety of Tesla’s planned robotaxi testing and Autopilot capabilities.
Sources2 sources
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