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Elon Musk’s Antics Turn Owners and Would-Be Buyers Against Tesla

The lightning-rod CEO's public persona — once a big asset — is increasingly a liability in the EV race.

By making Tesla and himself so synonymous with one another, Elon Musk has put the company’s increasingly valuable brand at risk.

By making Tesla and himself so synonymous with one another, Elon Musk has put the company’s increasingly valuable brand at risk.

Photographer: Samuel Corum/Bloomberg
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This story was originally published on July 30. On Monday, Elon Musk infuriated Ukrainians when he suggested that the country seek a negotiated solution to the invasion by Russia and cede Crimea for good.

Dennis Levitt got his first Tesla, a blue Model S, in 2013, and loved it. “It was so much better than any car I've ever driven,” the 73-year-old self-storage company executive says.