In the first quarter of 2025, Tesla’s sales in Europe plummeted by 37% compared to the same period last year—and by as much as 80% in some countries. Sales also dropped significantly across the rest of the world, including the U.S. market. Since its all-time high just four months ago, Tesla’s stock has fallen by around 50%, wiping out $800 billion in company value and $100 billion from Elon Musk’s personal wealth. But the worst part? Consumers no longer see Tesla as the object of admiration it once was. Their gaze now turns—unflinching—toward Volkswagen or even Chinese automaker BYD. The brand is heading to Mars at supersonic speed… and maybe not coming back.

ChatGPT Plus Not long ago, Tesla was undeniably cool. It was more than just a car—it was a symbol of the future, of innovation, of status. One of those rare brands that transcend product to become a cultural icon. When we saw one on the street, we couldn’t help but follow it with our eyes—partly out of desire, partly to see who was behind the wheel, because those who drove a Tesla were cool too. And if we happened to get a Tesla taxi, we’d spend the whole ride exploring its gadgets. Building a brand like that isn’t easy. But apparently, destroying it is much easier.

All it takes is for its founder to don red caps with slogans like Make America Great Again or Gulf of America; to stroll around the Oval Office in jeans; to stage a stunt where his buddy, the POTUS, buys one of his cars in front of a pack of reporters; to wave chainsaws around; to make “Roman salutes” we used to call by another name; to air his family drama in public; to push something called DOGE (Department of Government Efficiency), which lays off hundreds of thousands of federal workers, dismantles USAID, and slashes funding for science, education, and healthcare… all amid allegations of conflict of interest.

I can't imagine Tim Cook getting involved in messes like these—risking the reputation of the Apple brand. Elon Musk, on the other hand, has splashed through every puddle in his path—and even some off the beaten track—tarnishing not only his own image, but that of his company.

ChatGPT Plus But perhaps the most concerning part is that what’s happening with Musk or Tesla isn’t the problem—it’s just a symptom of the problem. In the same quarter that Tesla has plummeted, another brand—far more powerful, iconic, and extraordinary—has been put at risk by the actions of its own leaders: the brand of America. The brand of the United States. As consumers of Brand America, we've spent the past few months in disbelief, watching helplessly as values we thought we had bought into—values we believed were carved into the stone of Mount Rushmore—begin to erode. In just over a hundred days, we’ve heard threats of occupation toward Canada, Greenland, and Panama; accusations branding Zelensky a “dictator”; mockery directed at the European Union; surreal promises of massive tariffs; and we've seen videos of “Trumpgaza,” papal deepfakes of the president, and memes straight out of teenage forums… And it’s not just international observers who are alarmed. Many of Brand America’s own local consumers are starting to ask whether the promises they’ve always believed in—freedom, opportunity, moral leadership—still hold true.

How much more can Brand America absorb—no matter how powerful it may be? And along the way, how many more American brands could be globally affected, from tech to soft drinks, sneakers to burgers?

With all its quirks—of which there are many—I’ve always been a huge admirer and consumer of Brand America: I love NY, Apple, Nike ads, Coca-Cola versus Pepsi, the Farrow family (my American relatives), Bruce Springsteen, Bruce Wayne, Hemingway, Spielberg, NASA, ChatGPT, Carl Lewis, Bugs Bunny, Princess Leia, MIT, Tom Sawyer, the NBA, Disney, Contrapunto BBDO, Wilder, Warhol, Scarlett O’Hara, Jeep, Ansel Adams, Louis Armstrong… and until very recently, Tesla as well. Years ago, I’d blast “Quiero ser un teenager americano” by Pingüino in my car, because being an American teenager used to be cool—because America used to be cool. Today, Brand America is under threat. It’s still strong and holding on, and we all hope it can return to being the friendly brand it once was. But in my humble opinion, it urgently needs repositioning. Nothing complicated, something straightforward, no frills... I’d settle for a simple: Make America Normal Again.