特斯拉曾是电动车界的宠儿，但近年在留住车主方面明显吃力。文章以一位曾喜爱 2021 年 Model S 的洛杉矶房仲为例，指出她最终在 2024 年改换电动 Audi，关键不只是产品本身，而是她不愿被视为在支持或背书马斯克的个人形象与争议言行。

数据与研究显示，马斯克带来的品牌两极化确实是弱点之一，但特斯拉的困境更复杂。全球电动车成长在放缓，补贴与税赋优惠退潮、二手残值下滑、充电体验与电池耐用焦虑等因素，让部分车主甚至回流燃油车；不过多数离开特斯拉的人仍转向其他电动车，意味问题不只是「不买电动车」，而是「有更多替代选择」。

竞争加剧与产品节奏老化也在侵蚀特斯拉的先发优势：美国市场电动车型号大幅增加、市占下滑、品牌价值走弱。受访者还提到做工与零件、以及服务与沟通体验不佳等痛点。面对压力，特斯拉把叙事拉向自动驾驶、机器人与更激进的激励措施，但 FSD 仍非完全自动驾驶且遭监管质疑；文章最后暗示，若领导者能降低干扰、专注产品与服务，或许才是挽回流失车主的关键。

Tesla is struggling to keep owners, and the story opens with a former Model S fan who switched in 2024 to an electric Audi because she didn’t want her purchase to signal support for Elon Musk amid his polarizing public controversies.

Multiple studies and analysts suggest Musk’s image is a real vulnerability, but the article argues the owner exodus can’t be pinned on him alone. EV demand is cooling in many markets as incentives fade, resale values soften, charging remains inconvenient for some drivers, and worries about battery aging and fast-changing tech shape purchasing decisions; most defectors still choose another EV, just not a Tesla.

Competition and product cadence are squeezing Tesla as more EV models flood the US market and Tesla’s lineup ages, while owners also cite build quality and customer-service frustrations. Tesla is leaning into technology narratives like autonomy and robotics and using incentives to stabilize loyalty, but its driver-assistance branding faces regulatory scrutiny and remains short of full autonomy, leaving execution on products and service as the central test.