The burgeoning unpopularity of Elon Musk in the United Kingdom has manifested in a novel form of protest: the branding of Tesla vehicles with “don’t buy swasticars” stickers. This action, spearheaded by a U.K. group called Everyone Hates Elon, aims to directly link Musk’s brand with the imagery of Nazi Germany, thereby tainting his public image and potentially impacting Tesla sales. The stickers, placed prominently above the Tesla logo on hundreds of vehicles across London, are a visual representation of the growing dissatisfaction with Musk’s political affiliations and actions.
The driving force behind this escalating negativity towards Musk stems primarily from his increasingly overt support for far-right political movements and his public criticism of U.K. politicians, often using his social media platform, X, as the conduit for these pronouncements. A pivotal point of contention is a gesture Musk made during Donald Trump’s inauguration, which has been interpreted by many as resembling a Nazi salute. This specific incident has fueled the “swasticar” campaign, with activists leveraging the gesture to draw a parallel between Musk and the Third Reich.
The “don’t buy swasticars” campaign is not an isolated incident, but rather a component of a larger movement aimed at holding Musk accountable for his perceived political transgressions. The “People vs Elon” campaign, launched in conjunction with the sticker initiative, has reportedly raised over £50,000 for anti-racist and anti-fascist organizations. This funding mechanism cleverly converts Musk’s own tweets into donations, with donors pledging a small sum per tweet, demonstrating a proactive approach to channeling public disapproval into tangible support for causes opposing Musk’s perceived ideology.
This mounting opposition to Musk in the U.K. is reflected in recent polling data. A survey conducted by The Times and YouGov revealed that 71% of U.K. respondents hold an unfavorable view of Musk, a significant increase from previous polls. This surge in negative sentiment coincides with Musk’s increasingly prominent role in the political sphere, particularly his close alliance with Donald Trump. The sticker campaign, therefore, capitalizes on this pre-existing disapproval, aiming to further erode public trust in Musk and his brands. The campaign seeks to translate public sentiment into tangible action by potentially discouraging consumers from purchasing Tesla vehicles.
The “swasticar” branding campaign has elicited a mixed response, with some defending Musk and dismissing the gesture as unintentional, while others vehemently condemn it as overtly fascist. Musk himself has responded dismissively to the criticism, characterizing it as a tired tactic. Organizations such as the Anti-Defamation League have offered a more nuanced perspective, suggesting the gesture was likely awkward rather than intentionally malicious, while acknowledging the public’s heightened sensitivity to such displays. Conversely, prominent figures like British journalist Owen Jones have interpreted the gesture as a clear Nazi salute, further fueling the debate and solidifying the divide in public opinion.
Looking ahead, Musk’s anticipated involvement in the Trump administration, particularly his projected role as head of the newly formed Department of Government Efficiency (DOGE), is likely to further intensify public scrutiny. The “swasticar” campaign and the broader “People vs Elon” movement represent a nascent yet growing resistance to Musk’s influence, employing creative tactics to challenge his political alignment and hold him accountable for his actions. The longevity and impact of these campaigns remain to be seen, but they underscore the significant public dissatisfaction with Musk’s trajectory and the willingness of activists to employ increasingly bold methods to voice their concerns.
