Elon Musk, chief executive officer of Tesla Inc., during the US-Saudi Investment Forum at the Kennedy Center in Washington, DC, US, on Wednesday, Nov. 19, 2025.
The value of Tesla's brand lost $15.4 billion, about 36%, in 2025, marking a third-straight annual decline, according to research and consulting firm Brand Finance.
A lack of innovative new models, and the relatively high price of Tesla's electric vehicles compared to competitors eroded its brand value, said Brand Finance CEO David Haigh, as did CEO Elon Musk's continued "overreach" into geopolitics, and his lack of focus on his autos business.
Tesla's brand value now stands at an estimated $27.61 billion, Brand Finance said in its 2026 ranking. That's down from $43 billion at the start of 2025, $58.3 billion in 2024 and a peak of $66.2 billion in January 2023.
Based in London, Brand Finance analyzes thousands of companies' financials, looking at revenue, licensing agreements, margins and other hard data, and combines those data points with results from comprehensive consumer surveys to estimate the monetary value of brands.
On key measures such as "reputation, recommendation, trust, and coolness," Tesla's scores took a dive over the past year, according to Brand Finance Valuation Director Lorenzo Coruzzi, especially in Europe and Canada.
The company's recommendation score in the U.S. reached a new low, 4.0 out of 10, meaning consumers weren't willing to tell their friends and family to buy a Tesla. The EV maker's U.S. recommendation scores previously stood as high as 8.2 in 2023.
At least 1,000 respondents in 18 different countries answered questions about Tesla.
Consumers' general familiarity with the Tesla brand improved in most markets last year, which he said was expected as the company is no longer a startup and has been expanding sales geographically.
The company's loyalty score increased from 90% to 92% in the U.S. in 2025, an indication that customers who own Tesla vehicles are willing to keep driving them for the next twelve months.
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