Musk’s trillionaire pay-out sparks consumer backlash as 1 in 3 Brits say they are now less likely to buy a Tesla
New Release
Elon Musk’s record-breaking compensation package, widely reported as putting him on track to become the world’s first trillionaire, may be celebrated in Silicon Valley, but UK consumers and motorists are reacting far less enthusiastically.
Musk’s outspoken political views have already triggered visible action from UK campaigners, including protests outside Tesla showrooms and public calls to boycott the company’s vehicles and charging network. Now, new nationally representative research from The Harris Poll UK reveals that the news of the payout, combined with Musk’s visibility in the media, is denting wider consumer sentiment toward the Tesla brand.
1 in 3 Brits say the payout makes them less likely to buy a Tesla
While 41% percent of consumers felt the payout makes no difference to their purchase behaviour, 36% of UK adults say Musk’s compensation package and political commentary make them less likely to purchase a Tesla. This rises to 43% among over-55s, traditionally a more affluent audience segment—suggesting the news is affecting brand sentiment among key potential buyers.
Trillionaire headlines dent brand perception
Coverage of Musk’s potential trillionaire status is also influencing the general mood towards Tesla. 35% say the news makes them feel less positively about the brand. This sentiment increases with age, reaching 43% among over 55-year-olds. At a time when many households continue to navigate rising prices and financial strain, the notion of a single executive approaching trillionaire status appears to strike a clear note of frustration.
Musk’s political commentary continues to shape attitudes
Musk’s political outspokenness is also shaping perceptions of the Tesla brand. Overall, 38% of UK adults say his commentary makes them feel less positive about Tesla, rising to 43% among 55–64-year-olds and 48% of over-65s. By contrast, 19% say it makes them feel more positive, while 38% say it has no impact.
Most Brits question whether Musk is worth the payout
The public is sceptical about whether Musk is pivotal enough to Tesla’s success to justify such an extraordinary compensation package. 44% say he does not warrant the payout, compared with 33% who say he does. Scepticism intensifies with age, reaching 60% among 55–64-year-olds and 62% among those over 65 saying he is not worth it. This reflects a broader discomfort with celebrity style leadership and growing expectations for CEOs to demonstrate tangible value.
A widening gap between executives and the public
These reactions to Musk sit against a broader backdrop of diverging sentiment between UK executives and the public. Recent studies by The Harris Poll UK show that business leaders report significantly higher optimism, wellbeing and financial confidence than ordinary people. This contrast helps explain why extreme executive payouts are meeting resistance.
C-suite ‘optimism about life’ sits at 55% compared with only 17% among the public.
Executives are more likely to feel ‘very happy’ at 45% versus the public at 21%.
Nearly half of C-suite execs say their ‘financial position has improved’, compared with just 15%.
‘Confidence in the UK economy’ also stands at 77% among C-suite but only 40% among the wider population.
These disparities highlight business leadership experiencing a very different reality from the consumers their brands rely on, helping to explain the sharp public reaction to extreme compensation packages.
Commenting on the findings, Sarah Beams, Managing Director, The Harris Poll UK, said: “Our reputation and customer experience indexes show that trust grows when people feel a company is acting with authenticity and a clear sense of purpose. Executive decisions and public statements don’t happen in isolation—they shape how people feel about a brand and whether they believe it’s genuinely on their side. Moments like extreme executive rewards can make consumers question whether leaders are truly connected to the realities their customers face or whether those decisions reflect the company’s purpose at all.
We’re seeing that gap very clearly here. Many people don’t see how this payout benefits Tesla’s customers, and it comes at a time when there’s already a stark divide between executive confidence and public uncertainty. In this climate, understanding how customers are really feeling isn’t optional—it’s essential. The brands that listen carefully and show that their decisions reflect their customers’ reality will be the ones that build and keep trust.”
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For press information please contact ukmedia@harrispoll.com.
About: The Harris Poll UK, a Stagwell company, is a leading customer experience and consumer insights company that helps some of the UK’s best-known companies understand what matters most to their customers.
The Harris Poll UK combines deep sector expertise with advanced digital research tools, behavioural science and agile research methods to deliver powerful, real-time insights. Its flexible service model enables companies to respond quickly to shifting customer expectations, drawing on over one million survey responses and 40,000 emotion data points each month.