Tesla, Inc. isn’t struggling with awareness. It’s struggling with perception. A new EV Intelligence Report shows Tesla has slipped to the bottom of the brand rankings, even as it remains one of the most recognized names in the space.
The contrast is stark — and increasingly hard to ignore.
The report doesn’t mince words: “Tesla remains at the bottom of the pack,” while “Toyota and Honda continue to lead on brand positivity and trust.”
That perception gap between Tesla and Toyota Motor Corp and Honda Motor Co shows up clearly in the numbers.
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Despite near-universal recognition, Tesla posts a brand positively score of -4 (versus +20 and +16, respectively) and a brand trust score of -8 (versus +26 and +20, respectively), placing it behind both legacy automakers and newer EV players.
In other words, people know Tesla — but they don’t necessarily trust it.
Here’s where it gets more nuanced — and more uncomfortable.
The report highlights that when consumers think about Tesla’s Full Self-Driving (FSD) technology, they aren’t just thinking about autonomy.
They’re thinking about Elon Musk.
“Elon Musk ranks among the top associations, and negative Musk sentiment accounts for 14% of responses — more than double the share citing unfamiliarity with the Tesla technology.”
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That’s a critical distinction.
This isn’t broad brand sentiment. It’s specifically tied to FSD, one of Tesla’s most important long-term bets. And the implication is clear: concerns around the technology are being shaped not just by performance or safety, but by who’s leading it.
Digging deeper into the FSD data, “Negative Elon Musk Association” emerges as a distinct response category at 14% —alongside “Safety Concerns & Danger” at 33% and “General Dislike & Opposition” at 17%.
That puts Musk directly into the perception equation. Not as background noise — but as a measurable factor.
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Tesla still dominates the EV conversation. But the data suggests the narrative may be shifting — from product leadership to perception risk.
