- Tesla Inc. lost about $15.4 billion in brand value in 2025, a roughly 36% decline.
- Its brand value now stands at $27.61 billion, down from $43 billion at the start of 2025 and $58.3 billion in 2024.
- Reputation, recommendation, trust, and “coolness” scores fell, with U.S. recommendation at 4 out of 10 versus 8.2 in 2023.
- BYD gained roughly 23%, rising to about $17.29 billion; Toyota leads automakers with an estimated $62.7 billion brand value.
- The decline was linked to a lack of new models, relatively high EV prices, and CEO Elon Musk’s “overreach” into geopolitics, according to a report.
According to a report, Tesla Inc. lost about $15.4 billion in brand value in 2025, marking a third consecutive year of decline. The drop equates to roughly a 36% loss and was attributed to a lack of new models, higher prices versus competitors, and CEO Elon Musk’s “overreach” into geopolitics.
The consulting firm valued Tesla’s brand at $27.61 billion at the end of 2025, down from $43 billion at the start of the year and $58.3 billion in 2024. In January 2023, the firm estimated the brand at $66.2 billion.
Reputation-related scores slipped across multiple markets, the report said, with declines in reputation, recommendation, trust, and perceived coolness. In the U.S., the recommendation score fell to 4 out of 10, compared with 8.2 in 2023, indicating fewer customers would recommend a Tesla to peers.
Rival brand values showed mixed performance. BYD increased about 23% to roughly $17.29 billion, up from $14.03 billion the prior year. Among automakers, Toyota held the strongest brand value at an estimated $62.7 billion, followed by Mercedes‑Benz, Volkswagen, and Porsche.
The firm calculates brand value by combining multiple data points and consumer surveys, the report noted, and it cited the firm’s CEO, David Haigh. Retail sentiment on social platforms remained in “bullish” territory over the past 24 hours while message volume stayed at normal levels, and TSLA stock has gained over 9% in the past 12 months.
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