‘Heil Tesla’: Activists hit Musk’s HQ

Elon Musk’s latest antics have been targeted by protestors with Tesla in the firing line.

A group of activists is claiming responsibility for a digital projection of Elon Musk performing what appears to be a Nazi salute at Tesla factory in Germany.

The crowd-funded activism-through-art group Led by Donkeys has used a high-powered digital projector system on the side of the Tesla Gigafactory outside Berlin to call on the public to “Boycott Tesla”.

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Protestors projected images onto Tesla's Berlin factory.

The main imagery in play includes the controversial ‘Sieg Heil’ action made by Musk at reappointed U.S. President Donald Trump’s inauguration day.

The Gigafactory is branded with Tesla’s logo, and the activist groups have matched the font to project “Heil Tesla” and “Boycott Tesla” onto the side of the massive complex, which is the construction hub of the billionaire’s business in Europe.

The world’s richest man @elonmusk is promoting the far right in Europe. Don’t buy a @Tesla.
Location: Tesla Gigafactory, Berlin.
(In collaboration with @politicalbeauty) pic.twitter.com/xaacsX4Qw4

— Led By Donkeys (@ByDonkeys) January 23, 2025

Working together with the Center for Political Beauty (@politicalbeauty), the two activist organisations have taken to the social media platform X – which is owned by Elon Musk! – with a series of posts suggesting that the chief executive of Tesla is “promoting the far right in Europe”, and telling the public “Don’t buy a Tesla”.

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Tesla and SpaceX CEO Elon Musk gestures as he speaks during the inaugural parade inside Capitol One Arena, in Washington, DC, on January 20, 2025. Photo: ANGELA WEISS / AFP

In Italy, too, there has been backlash, with students in Milan reportedly stringing up an effigy of Musk in the same spot where fascist leader Benito Mussolini’s corpse was hung in 1945. A sign nearby apparently stated: “There’s always room for another fascist in Piazzale Loreto, Elon”.

Commentary continues to abound following the apparent salute, with fascism expert professor Ruth Ben-Ghiat from New York University, labelling Musk’s gesture “a Nazi salute – and a very belligerent one too.”

Spanish politician Yolanda Díaz, who is minister of labor and social economy, is quitting Musk’s social media network as she said “the entire world witnessed Elon Musk mimicking a Nazi salute during Donald Trump’s inauguration.”

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The 2025 Tesla Model Y. Picture: Supplied

It’s been a big week for Musk, who – despite working closely with Trump – has had to cop the reality of the US’s so-called “electric vehicle mandates” being torn up, which will, in effect, make Tesla electric vehicles more expensive for consumers.

Trump’s executive order aims to cut federal tax credits of up to U.S. $7500 on EVs, while it will also seek to reduce support for EV charging stations for public users. Government loans with lower interest rates for businesses developing battery plants and EV production lines may also be affected.

A left-wing activist group has projected a giant image of Elon Musk doing his “my heart goes out to you” gesture alongside the word “heil” onto the front facade of Giga Berlinpic.twitter.com/gsgwdp1oqA

— Drive Tesla 🇨🇦 (@DriveTeslaca) January 23, 2025

It is important to note, there was no “mandate” for American customers to have to buy electric vehicles instead of petrol and diesel models. But the move is seen by industry pundits as a protectionist move and much-needed shot in the arm for locally-made vehicles from Chevrolet, Ford and brands under the Stellantis umbrella, such as Jeep and Ram.

Tesla’s U.S. sales in 2024 slumped compared to 2023, though the Model Y was still the most popular electric vehicle on the market. It accounted for 372,613 sales in that market last year, down 6.6 per cent, while the Model 3 saw 189,903 units moved, down 17.4 per cent.

The share price has also taken a hit on the back of recent developments.

At the time of writing, Tesla shares were trading at $410.53, down from a recent high of $438.94 as of Friday last week.

Originally published as ‘Heil Tesla’: Activists hit Musk’s HQ