Do you know the rules of the Anti Elon Tesla Club?

What to do when a car brand’s image is deeply intertwined with that of a polarizing figure like Elon Musk?

Just like the famous film Fight Club, a silent but growing community of Tesla owners is quietly organizing to protest a recurring issue: the controversial image of Elon Musk. This movement, dubbed the “Anti Elon Tesla Club,” inevitably echoes the first rule of Fight Club: it is forbidden to talk about Fight Club. Yet, this club does not go unnoticed, thanks to simple yet evocative means—stickers.

Since Musk openly expressed strong political leanings, including his alignment with Donald Trump and his latest pro-far-right speech in Germany, owning a Tesla has become more than just a declaration of support for innovation and environmental sustainability. For many, it has become a complex symbol, sometimes even embarrassing. Slogans like “I bought this car before I knew Elon was crazy” now adorn the bumpers of many Teslas, distancing their owners from Musk’s controversial figure.

Slogans like “Member of the Anti Elon Tesla Club” or more simply “F*** Elon” are selling like hotcakes. These messages allow users to express their disagreement with Musk while still appreciating their vehicle. However, reactions were quick to follow. Musk fans responded with opposing slogans: “I bought this car because Elon is great.” This sticker duel reflects the increasing polarization around the CEO’s image.

While Tesla tries to maintain its appeal to a diverse customer base, one question remains… will the brand be able to overcome its CEO’s shadow, or will it be redefined by the controversies surrounding it?

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