The company has been using Tesla vehicles as part of its sustainability strategy but now plans to replace them with European electric vehicle alternatives due to ‘Elon Musk’s political commitment and the opinions’read more
Danish construction giant Tscherning said it is removing Tesla vehicles from its company fleet, citing discomfort with Tesla CEO Elon Musk’s political positions. The move reflects a broader pattern in Europe where businesses are reconsidering their associations with high-profile executives seen as politically divisive.
In a statement released on LinkedIn and titled “Tscherning changes gears and drives in a new direction,” the company said its decision was not based on the performance of Tesla’s electric vehicles but on the brand’s shifting political connotations.
“At Tscherning, we not only decide how we drive, but also who we drive with,” the company said. “That’s why we’ve chosen to hand over the keys to our Tesla company cars – not because Tesla has become a bad car, but in light of Elon Musk’s political commitment and the opinions he has publicly expressed, which are increasingly hard to overlook.”
The company has been using Tesla vehicles as part of its sustainability strategy but now plans to replace them with European electric vehicle alternatives. A video accompanying the post showed Tesla cars being returned, signaling a symbolic break with the American automaker.
“We do not want to be associated with the values and political direction that currently accompany the Tesla brand,” Tscherning said.
The company did not specify which European carmakers it would turn to but emphasized the decision was driven by value alignment rather than technological capability.
On social media, the announcement received support from users who framed the move as both principled and economically strategic. “Strong signal to support European production,” one commenter wrote. Another said, “If nothing else – lots of signal value.”
This is not the first time a European company has acted on concerns over Musk’s politics. In 2023, German retail chain Rossmann, one of Europe’s largest drugstore chains, said it would halt new Tesla purchases for its corporate fleet, citing Musk’s support for former US President Donald Trump. Rossmann said it would continue using its existing Teslas to avoid premature disposal and environmental waste.
“Elon Musk makes no secret of his support for Donald Trump,” said Raoul Rossmann, managing director and son of the founder. “Trump has repeatedly called climate change a hoax – this stance is in stark contrast to Tesla’s mission to contribute to environmental protection.”
Musk has increasingly become a polarizing figure in global corporate circles. His acquisition of social media platform X, controversial statements about migration and geopolitics, and open endorsements of political figures have drawn both praise and criticism, depending on the audience. While Musk has maintained a strong following in the US among free speech advocates and some business leaders, his positions have caused friction in more politically cautious European markets.
Tesla’s sales in Europe remain robust, but developments like Tscherning’s announcement highlight the growing interplay between corporate reputations and the perceived political affiliations of their suppliers and partners.
For now, Tscherning says it is focused on aligning its fleet choices with its corporate ethos. “We as a company have chosen to say, ‘Thank you for the ride,’” the company said.