Jason Simon placed an order for a Tesla Model 3 this April, eager to own an electric vehicle.
He heard from Tesla in June that his car was ready, but he backed out of the purchase, losing the $250 order fee he paid. Simon told CNN Business his feelings changed this spring after Tesla CEO Elon Musk struck a deal to buy Twitter. Musk has since backtracked and indicated that he wants out of the deal to purchase the social media company.
Simon is one of many electric vehicle buyers who have developed new, stronger feelings about Musk and Tesla in recent weeks.
Driving a Tesla has long been a way for consumers to signal values on the environment and sustainability.
Consumers connect deeply with brands that share their values, or represent what they aspire to be, according to Americus Reed, a marketing professor at Wharton School of the University of Pennsylvania. Tesla has benefited from a powerful, identity-based loyalty that’s emerged with car buyers, and it rivals top brands like Apple and Nike.
