Tesla’s (TSLA) brand value took a major hit in 2025, as it fell by $15.4 billion to $27.6 billion, according to Brand Finance. Unfortunately, this is the third year in a row that the EV maker’s brand value declined. For comparison, Tesla’s brand was valued at $43 billion at the start of 2025, $58.3 billion in 2024, and peaked at $66.2 billion in early 2023. Brand Finance CEO David Haigh said that the drop is due to fewer innovative new models, higher prices compared with rivals, brand damage tied to CEO Elon Musk’s political activity, and a lack of focus on the core auto business.
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Looking more closely at consumer sentiment, Brand Finance found that Tesla’s image fell across several key areas. Valuation director Lorenzo Coruzzi said that scores for reputation, trust, recommendation, and “coolness” all declined over the past year, especially in Europe and Canada. Meanwhile, in the U.S., Tesla’s recommendation score fell to just 4.0 out of 10, down sharply from 8.2 in 2023. Nevertheless, awareness of the Tesla brand increased in most markets as the company expanded globally, and loyalty among existing U.S. owners actually rose slightly to 92%.
At the same time, however, Tesla’s biggest rival in China, BYD (BYDDF), saw its brand value jump by about 23% to $17.3 billion, while five automakers ranked above Tesla overall, including Toyota (TM), Mercedes-Benz (MBGAF), Volkswagen (VWAGY), and Porsche, with Toyota leading the sector with a $62.7 billion brand value. Interestingly, Brand Finance said that this gap highlights how consumers increasingly view Tesla differently than investors do. While Tesla stock (TSLA) rebounded late in 2025 on robotaxi progress, Musk’s politics, the loss of U.S. EV tax credits, and declining deliveries continued to hurt the brand.
What Is the Prediction for TSLA Stock?
Turning to Wall Street, analysts have a Hold consensus rating on TSLA stock based on 10 Buys, eight Holds, and seven Sells assigned in the past three months, as indicated by the graphic below. Furthermore, the average TSLA price target of $398.38 per share implies 8.5% downside risk.
