Hundreds of protesters gathered at the Portland Tesla dealership on Saturday, March 29, joining over 200 protests across the nation in a movement dubbed “Tesla Takedown.” The peaceful protest called on Americans to sell their Teslas, drop their Tesla stock, and to boycott the company altogether.
At the root of the widespread outrage is Elon Musk, the world’s richest person, who was tapped by the Trump administration to head up a new Department of Government Efficiency (DOGE). Musk is the CEO of Tesla and remains its largest single shareholder.
The protests come after FBI Director Kash Patel labeled attacks on Teslas “domestic terrorism” and created a task force to “crack down on violent Tesla attacks.”
Protesters were visibly frustrated with Patel’s claims, as well as Musk’s unprecedented involvement in US government affairs. However, many took a lighthearted approach to the protest.
photos: kevin foster
From playing music and dancing in a shark costume, to dressing up as a used car salesman auctioning off Teslas, many in the crowd rejoiced at the recent drop in Tesla stock prices. Hundreds of unique signs waved in the crowd with statements ranging from “No one draws swastikas on Hyundais” to “Proud to be a ‘Domestic Terrorist’ for Democracy.”
“I’ve been out to three or four of these, you know, week after week, and this is the biggest one yet,” protester Mike Horner said. “That’s what I love about this, is people stepping up.”
While the energy of the protest was positive, the underlying context was upsetting for many. Musk’s DOGE team is responsible for more than 60,000 federal layoffs, including at several agencies that were investigating Musk’s companies for unfair labor practices, discrimination, and other violations.
Along with other members of the Trump administration, DOGE has also pushed for cuts to critical social programs such as Social Security, the Supplemental Nutrition Assistance Program (SNAP), and Medicaid. In a survey by the National Academy of Social Insurance, 42 percent of respondents 65 and older said they could not afford the basics, such as food, clothing, or housing if they didn’t receive their Social Security benefits.
“I really hope that this movement is able to get Elon out of all of our personal data and out of all of our crucial public institutions that are saving people’s lives and protecting people from really dire medical or social circumstances,” a protester who preferred to go by Lee for safety purposes, said. “I’d love to also see the Tesla stock go way down. I’d love to see this car be seen as the Nazi car that it is and become unacceptable to drive.”
kevin foster
References to “swasti-cars” and pictures of Musk’s Nazi salute were prevalent throughout the crowd, but the core message was a call for the boycott of Tesla, which Trump recently described as “illegal.”
“People are able to take individual action that directly impacts some of these people who feel like they’re untouchable by hitting them in their wallets,” Lee said. “It seems like this movement is only getting more organized and that the consequences are only going to be more severe as these people continue to behave as if their actions and their behavior doesn’t have consequences with everyday people across the world.”
Tesla shares have dropped 35 percent this year after reaching an all-time high in December 2024. At the same time, Tesla trade-ins have surged nearly 300 percent compared to a year ago, and sales are expected to decline due to rising competition in the EV market and backlash against Musk’s politics.
As the company’s image continues to deteriorate, owners are finding it harder to sell or trade their cars without taking a financial hit. The demand for used Teslas is expected to plummet, with their value depreciating at an accelerated rate.
