Tesla owners caught in the crossfire of a growing Canadian backlash

When Maureen Palmer took possession of her Tesla Model 3 in June of 2018, it felt like a statement of hope. A longtime environmentalist and grandmother, she wanted to reduce her carbon footprint and invest in what she believed was a forward-looking company. Her decision, like that of many early adopters, was driven by climate action — not corporate loyalty.

“I’ve never had such a nice car and instantly fell in love with it,” Palmer said.  “I still love it, but now I’m afraid of driving it.”

That fear stems from the shifting public perception of Tesla CEO Elon Musk and the growing backlash across North America over his political ties to U.S. President Donald Trump. For many Canadians, that anger deepened after Trump suggested Canada should become the “51st state” and threatened aggressive tariffs against Canadian goods — while Musk himself egged the president on, saying Canada is “not a real country.” 

Across Canada, Tesla owners are finding themselves caught in the protest’s crossfire. In recent weeks, Tesla dealerships in Hamilton, Montreal, and Calgary have been vandalized. Calgary police are investigating two separate arson attacks on Tesla vehicles — both set on fire using accelerants. In Hamilton, as many as 80 Teslas were damaged in what officials are calling one of the largest car vandalism incidents in Canadian history.

At the same time, a coordinated protest movement is gaining momentum. Demonstrations have cropped up in cities including Vancouver, Ottawa, and most recently, Kitchener.

In recent weeks, Palmer says people are flashing her dirty looks at stop lights and in parking lots. During a recent trip to Nanaimo, she encountered a vandalized charging station. “I had range anxiety, big time,” she said. “What am I going to do if I get stranded with my 92-year-old mom in the car?”

The vandalized charging station made her wonder if the intent behind such acts was to pressure Tesla owners into giving up their vehicles, something Musk critics have been urging them to do. But selling the car, she added, isn’t a simple solution.

“What terrible price will I be offered for my car? Who will buy it? And if it’s still out there in the world, does it really make things better just because someone else owns it?” Palmer asked on her Facebook page. “People are afraid of being targeted. And I am, too.”

Critics of Musk and his company predict a mass movement of selling Teslas will drive down the cars’ cost and therefore the company’s stock price, reducing Musk’s wealth and thus, his ability to involve himself in politics. Even before taking an active role in the administration, Musk spent hundreds of millions of dollars to help Trump get elected. 

A petition calling for Musk’s Canadian citizenship to be revoked has already garnered thousands of signatures.

At the same time, Tesla is being squeezed out of EV incentive programs in cities and provinces including Toronto, Manitoba, British Columbia, and Nova Scotia, making it harder for new buyers to access rebates.

Competitors are also seizing the moment. Polestar, for example, is offering a combined $15,000 incentive package to Canadian drivers who switch from a Tesla. According to the company, searches and lead generation have surged since the deal launched in March.

The pressure is working. According to Baris Akyurek, AutoTrader's VP of Insights and Intelligence, the number of used Teslas listed on the platform jumped 26.1 per cent last week compared to the same week last year, while the number of all other EVs declined by 3.1 per cent.

He noted that the average price of a used Tesla dropped by 21.9 per cent year-over-year, a steeper decline than the 16.3 per cent drop seen across other electric vehicles. He pointed out, however, that Tesla prices have been falling for some time.

Palmer said if she were a buyer today, she’d be hesitant. She worries whether parts and support will still be available if the company begins to decline. She doesn’t use Musk’s X platform, formerly Twitter. Still, she has no plans to sell her car — there are more pressing priorities in her life, including her husband’s medical issues.

She said the anxiety she feels isn’t unique. Other Tesla owners she knows have experienced similar unease, with some noticing their vehicles being deliberately mistreated in shared parking lots. Many of them have begun checking in with each other, quietly acknowledging a shared discomfort.

When it comes to those protesting the brand — or even vandalizing Teslas — Palmer said she understands the frustration. But she urged people not to target those who bought the cars in good faith years ago, when Tesla represented innovation and environmental responsibility. In her view, Tesla owners aren’t the enemy.

Rather than vandalism or hostility, she encouraged protesters to take meaningful action through their voices, votes, and daily decisions. She’s chosen not to travel to the U.S., makes a point to buy Canadian, and hands out political books to younger family members. These, she believes, are ways to stand for values without turning on one another.

Although she still loves her car, Palmer wishes it didn’t carry so much baggage. She’s tried to live responsibly — driving electric since 2018, contributing zero emissions — and now just wants to be left to do what’s right in a world that often feels upside down.

Abdul Matin Sarfraz / Canada’s National Observer / Local Journalism Initiative.