Tesla Takeover Protests: How Bluesky Organized the Movement

A Growing Movement Challenges Elon Musk's Actions

A citizen-led initiative is gaining momentum, aiming to directly impact Elon Musk financially as he continues to scrutinize federal agencies, with some critics characterizing his actions as dismantling them.

Legal Challenges and Citizen Response

While legal battles proceed regarding the actions of Musk’s so-called Department of Government Efficiency, the pace of the judicial system is proving frustrating for many. This has spurred citizens to seek alternative methods of expressing their discontent.

Some individuals have responded by selling their Tesla vehicles or engaging in acts of vandalism. However, a more organized effort is now underway.

Nationwide Protests Planned

On February 15th, protests are scheduled to take place at Tesla dealerships across the United States. This movement originated on the Bluesky platform, initiated by disinformation researcher Joan Donovan and amplified by documentary filmmaker Alex Winter, known for his role in the Bill & Ted franchise.

Donovan emphasized the importance of utilizing various avenues of influence, stating in an interview with TechCrunch, “We can both engage with our elected representatives and publicly highlight the disruption of government data, particularly the lack of transparency and accountability in Musk’s operations.”

Protest locations include cities such as Austin, Portland, Seattle, Kansas City, and Mesa, Arizona.

Lack of Response from Tesla and Musk

Requests for comment from Tesla and Elon Musk have gone unanswered. TechCrunch has indicated they will provide updates should a response be received.

Inspiration from Local Activism

Donovan’s motivation stemmed from observing smaller protests outside Tesla stores, noting their ability to foster dialogue and community among concerned citizens.

On February 8th, Donovan posted a call to action on Bluesky, suggesting that if Musk intends to rapidly access personal data, citizens could demonstrate their opposition by making noise outside Tesla dealerships. She included a link to Tesla’s store locator and the hashtag “#TeslaTakeover.”

Collaboration and Expansion of the Movement

Winter, who previously collaborated with Donovan on screenings of his 2022 documentary, The YouTube Effect, joined the effort to help organize the protests.

Winter encouraged supporters to sell their Tesla stock and participate in picket lines, asserting that impacting Tesla’s value is a way to challenge Musk and protect democracy.

As of Friday afternoon, 42 protest events had been established across the U.S., spanning states like California, Florida, Texas, and New York.

Leveraging Financial Vulnerability

Winter explained that the protests aim to not only shape public perception but also to impact Musk’s financial standing. A significant portion of his wealth is tied to his approximately 20% ownership of Tesla stock.

This makes him susceptible to fluctuations in the company’s stock price, particularly given that he has borrowed heavily against his shares. According to an April 2024 filing, nearly 60% of his Tesla shares were used as collateral for loans.

A substantial decline in Tesla’s stock price could trigger demands for repayment or renegotiation of these loans.

Long-Term Goals and Public Education

“The ultimate objective is to diminish confidence in the company, encourage share sales, and genuinely affect his financial position,” Winter stated. “However, I also recognize the significant value in raising public awareness and promoting civic education.”

Winter’s background in documentary filmmaking, including projects like the Panama Papers exposé and investigations into YouTube’s algorithms, positions him well for this educational component.

Concerns About Misinformation and Potential Violence

Donovan expressed concern that Musk is exploiting a lack of understanding regarding government functions to spread misinformation, potentially inciting violence, especially targeting government employees and their families.

Empowering Local Resistance

Donovan hopes the protests will inspire further local resistance, emphasizing that power ultimately resides with the states, which have the authority to hold the federal government accountable.

“My hope is that people come together, acting locally but thinking globally at these protests, and find other more local ways to resist,” Donovan said.