Tesla Brand Sentiment Turns Negative as Rivian Gains Momentum

Tesla's brand equity has deteriorated to the point of becoming a liability, according to prominent investor Ross Gerber. The outspoken shareholder suggested Rivian could benefit from acquiring Tesla's EV division, arguing the Elon Musk-led company now suffers from reputational damage that directly impacts sales. "Tesla would sell more cars if they changed their name," Gerber asserted on social media platform X.

ARK Invest CEO Cathie Wood echoes concerns about brand erosion, linking the decline to Musk's polarizing political activities. The criticism emerges as Rivian prepares to unveil pricing for its R2 model on March 12, following successful cold-weather testing in Alaska where the vehicle was photographed charging at a Tesla Supercharger station.

Meanwhile, Tesla maintains focus on production milestones, with Musk confirming April launch plans for the Cybercab. The company continues refining its manufacturing approach, though investor attention appears to be shifting toward Rivian following its surprising Q4 performance.

Rivian shares soared 27% after reporting a $144 million gross profit for 2025 - a dramatic reversal from 2024's $1.2 billion net loss. "It's a turnaround for the ages," remarked Wedbush analyst Dan Ives, as the EV upstart demonstrates potential for sustainable profitability after years of steep losses.