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Tesla showrooms across the country look set to face a wave of protest stunts following the launch of a new campaign against the electric vehicle firm’s owner, Elon Musk.
Musk, who also owns Twitter/X, is a leading figure in Donald Trump’s US administration and is overseeing severe cuts to federal jobs, grants and public services under the co-ordination of his so-called ‘Department for Government Efficiency’ (DOGE).
However, sales of Teslas are reportedly on the decline across Europe in what some experts suggest is an apparent protest over Musk and his politics – as exemplified by frequent outbursts on his platform promoting figures such as the imprisoned British far-right activist Stephen Yaxley-Lennon (AKA Tommy Robinson) and other far-right groups like Britain First and Patriotic Alternative.
Musk was accused of whipping up racist anger in the run up to the anti-migrant riots in England last summer, and has repeatedly called for Prime Minister Keir Starmer to be deposed.
Now a new activist group, the People Vs Elon campaign, hopes to start a trend, after one of their members walked into Tesla’s Tottenham (London) dealership, with a cardboard cutout of Musk performing the Nazi salute, which he performed twice during Trump’s inauguration.
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Staff demanded she remove the offensive cut-out – and threatened to sue if the video went online.
The footage has since gone viral with over two million views on TikTok alone. And now the woman behind it wants others to follow in her footsteps.
Activist India Thorogood, 34, told Byline Times: “We were motivated by seeing Musk demanding new elections in the UK, despite being South African, and campaigning to free Tommy Robinson from prison.
“He’s clearly racist and aims to divide ordinary people. We’re angry that a billionaire shouldn’t interfere in British democracy simply because he owns Twitter.”
She said it was “extraordinary” that the world’s richest man “would presume to speak for British people about our country’s needs” amid a rising cost of living and still-broken public services.
The fact that Musk could do a Nazi salute “while still selling cars to millions and owning Twitter” shows he faces no real consequences, she said. However, she is hoping to be part of a movement to change that.
“His profits are dropping, and workers continue to organise. Even small actions can make change and give others hope”, Thorogood said.
She said the response to her video had been “remarkable”.
“Many people are asking how they can do the same thing, requesting cutouts and stickers. People worldwide have contacted us about replicating the actions. We’ve been amazed by how many want to take even small actions to stand up to him.”
In the video, it seems clear that the staff and customers in the showroom are disgusted by the ‘salute’ and view it clearly as a far-right gesture.
Her stunt has won plaudits, with users writing: “Well done. No one should buy a Tesla” while others used dark humour: “This is right out of Mein Kampfort zone” and noting Musk’s cars were “from Hugo Boss’ 1940’s collection”.
Others pointed to the angry reaction of staff, quoting: “I’m offended by that image”…Dude, that’s who you work for!”
Another wrote: “Why are they so mad, if clearly it’s a Roman salute as they have stated?”