Thousands of anti-Tesla protesters took to the streets Saturday March 29th in opposition to Elon Musk and his efforts with DOGE to eliminate humanitarian aid, close federal agencies, and fire government workers. It was the culmination of nearly two months of steady, almost daily demonstrations aimed at hurting Tesla’s sales — and ultimately Musk himself. Today was billed as a “Global Day of Action” with protests targeting hundreds of Tesla locations in the US, Canada, and Europe.
The Verge wanted to check the temperature and see how these protesters were thinking about this current moment, and whether they felt their boycott was having its desired effect. Tesla sales have slid significantly since the protests started, and its stock has shed a lot of its value. But Musk shows no signs of being deterred, as he ramps up his threats to sic the government on anti-Tesla forces.
So we fanned out across the globe, from London to New York to Washington, DC to Los Angeles — and Paramus, NJ and Akron, Ohio too — to observe the movement as it enters it third month and talk to the people who opted to spend a good chunk of a Saturday afternoon waving signs and shouting about Musk and Tesla. We even saw several counter protesters who came out to support Musk — and Tesla.
London’s Tesla Takedown protest was a small affair, with 50-odd protestors, one dinosaur, and an inflatable Elon making that salute all perched outside a Tesla showroom in Park Royal, a neighborhood otherwise dominated by big box retailers, self-storage units, and ghost kitchens. But it’s come a long way since its humble beginnings six weeks ago, when it was just two protestors getting “kicked out of the Westfield shopping mall by security,” according to organizer John Gorenfeld.
Gorenfeld is a Californian, but this protest was English to a fault: polite, peaceful, and a little quiet. There was no police presence, and nor was one needed; even a Tesla pulling in didn’t attract much ire from the crowd. Fortunately, passing drivers were there to provide the noise — a “Honk If You Hate Elon” sign was answered by a chorus of cars, trucks, and at least one city bus. Londoners may not have come out in force, but it’s pretty clear where the city’s sympathies lie.
On a busy shopping street in Georgetown, DC, protesters are dancing outside a Tesla showroom to everything from “Hot to go,” to “Under Pressure,” to the viral TikTok hostile takeover song. They’re wearing a mix of shiny boas, boat captain hats, and floral shirts. The loosely boat-themed dance party has been attracting a steady stream of honks from passing cars, and many pedestrians are stopping to gleefully take pictures. “Nazi cars sold here,” says one sign, “Porsche = fast, Ferrari = faster, Tesla = fascist,” says another.
“Part of how fascism operates is they want people to be fearful,” says Sara Steffens, part of a team that calls themselves Dance Against DOGE. Steffens dons a floral outfit and a captain’s hat that she says symbolizes how the people are in charge of their destiny, rather than Trump and Musk. “Bullies operate on fear and they want us to be afraid of them … so this is like a full force showing.”
The mix of attendees appears to span many ages, and one of the groups rallying older generations to get involved is Third Act. Mark, an attendee affiliated with Third Act who declined to give his last name, said it was important to be at the protest “as someone with two grandchildren, trying to do something so that they can grow up in a place that’s safe.”
Cruise down Route 17 in north New Jersey and you’ll see a ton of car dealerships. But for the past few weeks, none have seen quite as much action as the Tesla dealership near Paramus. Each weekend, protestors of all ages have been holding up signs at the side of the highway, encouraging drivers to sell their Teslas, dump their stock, and honk against fascism. Today, the vibe is a little different.
The pro-Trumpers are here too — and the lines are clearly drawn.
“Last week, it was just us here,” says Ethan, a protester wearing a Super Mario Bros. Luigi cap and holding a sign that reads “Cyberfucked.” “Now all these Trump guys are here, walking around, doing whatever they want.”
Ethan, who declined to give his last name, says he’s been hassled by the Trump and Musk supporters. They’ve called him slurs, thrown water at him, and tried to grab his sign before a fellow protestor calmed the situation down. He says one Trump supporter told him his Luigi hat was offensive to Italian Americans. When I ask Ethan why he’s here today, he says “Because I fucking hate Elon Musk.” Then after a bit of thought, he adds, “We’re kind of screwed. It might not be much, but I want to at least say something and be heard by someone.”
On the other side, the Trump camp isn’t as concerned about holding up signs. They’re more milling about, grouping off into mini clusters. (They do, however, have many signs that read “Thank you Elon” and “Trump won.”) When I ask to speak to the organizer, I’m directed to John Tabacco — who wears a light blue blazer with prints of President Trump’s face.
“We need to show that there is support for what Elon Musk and DOGE is doing,” Tabacco says. He also takes issue when I characterize the pro-Trump crowd as a counterprotest. “This is a rally for us. A support rally for Trump, DOGE, and America-first policies. And I think those people,” he says, pointing to the anti-Tesla group, “Those people showed up today as counter-protesters.”
Tesla service center here is closed on weekends. It’s just off Route 18, at an intersection that services a shopping center with a Home Depot, Chick-fil-A, a local bar chain called The Winking Lizard, and more. The turnout is surprising, about 40-50 people (and two very good dogs) are lined up on both sides of the street waving signs and ringing cowbells. There’s a man with a bullhorn rousing the crowd with slogans, “When immigrants are under attack, what do we do?” he yells. “Fight back!” The crowd responds.
There’s a variety of people here, including a lot more gray and white hair folks using scooters and wheelchairs. A woman in a high-visibility vest said she and a lot of the older people here came on behalf of Third Act Ohio, an activist group for folks over 60. It’s hard to hear her as people continuously drive by, honking their horns in support.
Arriving 20 minutes before the event, it was quiet, even though organizers were expecting the crowd to be large, with last week’s attendance estimated around 1,300. They were right. Within ten minutes the plaza was full of attendees with a diversity of signage ranging from “Deport Elon Musk”, “Stop the Attack on Democracy”, “Hands off our Social Security” plus many others.
Photo by Victoria Barrios / The Verge
Even though the crowd is large, organizers emphasize their message over the speakers; this is a peaceful non-violent protest. This is similar to what one of the organizers told me as well, “Despite what the administration is saying, we’re not domestic terrorists, we are absolutely peaceful, nonviolent, we provide guidance and say no harassment of the Tesla showroom. We just want to make our voices heard.”
Photo by Victoria Barrios / The Verge
Alice Grimm said this is about bringing down the power of the billionaire. “From Elon Musk’s perspective, any dollar that doesn’t go to him is wasted and efficiency is whatever fills his pocket. And so Tesla, where most of his wealth is, if what he cares about is that element, then trying to drive down the stock price of Tesla, that attacks Elon’s power.”
Long Beach and Lakewood, California:
“I was on my way to another anti-Elon protest,” a woman named Nati said, while holding two signs at a Supercharger location in Lakewood. “I had to stop here when I saw everyone out.”
As Tesla owners pulled in and out, around 100 people stood on the sidewalk protesting. Most Tesla owners remained in their cars or went into nearby stores, largely avoiding the large crowd chanting, “This is what Democracy looks like,” and waving at passing cars that honked in support.
A man who asked to be identified as Sam set up a folding table and sold anti-Musk and Trump goods to passersby, though most at the Supercharger had brought their own homemade signs and wore shirts with “Gulf of Mexico,” and “Biden Harris,” emblazoned on them.
“I was on my way to another anti-Elon protest. I had to stop here when I saw everyone out.”
At a Tesla dealership a few miles away, in Long Beach, around 250 people lined the sidewalks on both sides of a busy four-lane road near a Home Depot and Costco that is packed on the weekends. As drivers drove past, people honked, cheered, and pumped their fists out their car windows, showing support.
The protests in Long Beach were peaceful, with protestors remaining on public property, cheering as people honked in support, but a tiny number of Trump and Musk supporters did show up to troll the crowds.
At the Supercharger location, a family decided to engage the protesters, yelling that they were “stupid. ” Their young daughter, who looked to be around ten years old, screamed profanities at the protesters. A pair of police SUVs were parked across the street, keeping an eye on things, and one lone Musk supporter lingered nearby holding a sign thanking Musk.
An anti-Tesla protester who asked not to be identified said that she’d been at another protest in Long Beach in late February when a truck driver rolled down his window and tried to pepper spray the protesters. No one was hurt, but the woman said that it did concern her. “You just don’t know how people are going to respond to exercising your right to free speech,” she said.
Hundreds of protesters marched and chanted in front of a Tesla showroom in the Meatpacking District in New York City. The mood was lively and enthusiastic as protesters waved signs, danced in flaming cardboard Cybertruck costumes, and smashed toy cars on the sidewalk with a hammer. A moment of silence was held for a large portion of the crowd to lay down on the street with cardboard signs shaped like gravestones to stage a “die in” in front of the Tesla showroom.
The protest was peaceful but there were two separate instances where protesters started shouting out for others not to engage with two men holding out microphones and asking questions. In the second instance of this, police that were surrounding the building came over to prevent one of these interviewers from engaging with the protesters. The man being escorted out of the crowd still held a microphone, walked backwards smiling and said “crackhead, come here” gesturing towards one of the protesters for an interview.
Slogans on signs varied in intensity. One sign depicted Elon Musk dressed as Emperor Palpatine that read, “Strike down Darth Ketamine, Congress must!!!” Another banner held by a group of three protesters read, “Burn A Tesla Save Democracy.”
Aside from some raised voices, there weren’t any violent altercations. The turnout at this protest was about three times larger than the protest at the same location a week earlier. As the protest neared its end there were chants of “we’ll be back” from the crowd. They were ready to come back for more.
