Protests against Elon Musk at Tesla showrooms nationwide have been gaining momentum since February.
The Trump administration and its proponents have intensified their efforts in anticipation of a planned protest on March 29, which aims to disrupt 500 Tesla showrooms globally. The Tesla Takedown movement is voicing opposition to Musk’s affiliation with the White House DOGE office, which has been a source of controversy related to privacy concerns and the potential disruption of public services.
Alice Hu, a key leader of the Tesla Takedown movement based in New York City, reported encountering doxxing and threats following an online meeting on March 19 regarding the upcoming protests. Hu, a US-born citizen, explained to Business Insider that many of the threats emerged after Laura Loomer, a right-wing social media figure with over 1.5 million followers, suggested in a post that Hu “is Chinese.”
The Tesla Takedown movement has consistently emphasized peaceful demonstrations at Tesla showrooms, a point reiterated by Hu and other organizers, who are keen to distinguish their campaign from isolated incidents of vandalism and arson targeting Tesla vehicles and stores. Recently, a woman in Colorado was charged with assaulting a Tesla dealership, and a man in South Carolina was arrested for allegedly igniting fires at Tesla charging stations. So far, there is no evidence linking these actions to the Tesla Takedown organizers.
“We recognize that there could be escalation from police and counter-protesters seeking to instigate violence, and we are focused on educating one another on de-escalation strategies,” Hu remarked. “The only conduct we can control is our own.”
Former President Donald Trump has characterized vandalism against Tesla as “domestic terrorism.” FBI Director Kash Patel established a task force to investigate these attacks and tweeted that “those responsible will be pursued, caught, and brought to justice.” Trump further suggested that individuals guilty of crimes related to Tesla should be sentenced to prison in El Salvador. Musk accused a protest organizer in Seattle of “committing crimes” without providing evidence.
During an appearance on Fox News‘s Hannity, Attorney General Pam Bondi demanded that Rep. Jasmine Crockett of Texas, who called for protests against Musk on March 29, apologize to Tesla shareholders for “promoting violence.”
At the same time, the administration has been supportive of Tesla and Musk, who is currently a White House advisor. Trump showcased Teslas in front of the White House and announced he would be gifting a Cybertruck to his granddaughter, while Secretary of Commerce Howard Lutnick encouraged people to invest in Tesla stock during an interview on Fox News.
As of this week, Tesla’s stock has dropped nearly 40% from its peak in December 2024. Given Musk’s engagement with DOGE, investors are expressing concerns about his commitment to Tesla. The company’s sales have seen significant declines in Europe and China, coupled with new recalls affecting the Cybertruck.
While the First Amendment protects peaceful protests, a legal expert voices concerns. Sarah Ludington, director of the First Amendment Clinic at the Duke School of Law, commented to Business Insider that although the government is entitled to investigate organizations suspected of any wrongdoing, Musk’s potential influence on government actions complicates matters. “People from the private sector who take on high-level government positions tend to isolate themselves from their prior business ties when they accept such roles, often placing their investments in blind trusts,” she noted. “However, in this case, we have someone in a significant government role who could sway the executive to suppress certain viewpoints.”
Ludington also raised issues regarding undocumented and non-citizen protesters facing possible immigration enforcement actions, a concern echoed by Hu. “As a US-born citizen, I find it very troubling, not only for myself but for many others regarding what is happening to non-citizen protesters,” she stated, referencing recent cases where pro-Palestinian student protesters faced immigration scrutiny and potential deportation.
Despite the administration’s comments and actions, Hu remains resolute. “These protests will not cease simply because individuals like Elon Musk attempt to intimidate and harass protesters,” she asserted. “If anything, I feel more motivated; the peaceful protests we’re organizing are effective.”
