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A 2024 report says Tesla’s share of brand-desirability picks among Morgan Stanley interns fell from 19% in 2022 to 11% in the latest survey. That suggests Tesla had lost ground with this particular group—not that Gen Z as a whole has turned against the brand. The survey covered interns, and its published details do not establish how representative they are of young people generally.
What did the survey report?
In an August 10, 2024, report, Futurism said Tesla was named the most desirable brand by 19% of respondents in 2022, 14% in the prior year, and 11% in the latest Morgan Stanley intern survey. Futurism reported that Mercedes and BMW led the latest results, but did not give their percentages.
Those figures describe reported brand desirability among survey respondents. They do not show how many respondents bought a Tesla, owned an electric vehicle, or chose Tesla over another car when making a purchase.
Does this mean Gen Z thinks Teslas are uncool?
No broad conclusion about Gen Z follows from these results alone. The reported respondents were Morgan Stanley interns, not a representative sample of people born between 1997 and 2012. Futurism itself noted that distinction.
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The report does not state the survey’s sample size, field dates, exact question wording, response rate, sampling method, or whether the survey conditions were comparable from year to year. The percentages are reported secondhand by Futurism; the original Morgan Stanley survey was not available in the cited report. Treat the trend as a limited signal about a specific group, not a measurement of young people’s overall view of Tesla.
What might be behind Tesla’s declining appeal?
Futurism discussed several possible influences, including Elon Musk’s public behavior and political activity, competing electric vehicles, concerns about charging and range, and vehicle affordability. The survey results as reported do not establish that any of these factors caused respondents to choose other brands.
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Futurism attributed this comment to Edmunds director of insights Ivan Drury, speaking to Business Insider: “I think that [Musk’s] latest antics have really cost the company. It’s caused problems that never needed to exist.” That is Drury’s interpretation, as quoted by Futurism—not a finding that the survey itself tested or proved.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What about the reported drop in EV interest?
Futurism also said interest in battery-electric vehicles declined for a second consecutive year among the interns surveyed, but the report did not provide a percentage for that change. Separately, it cited a McKinsey result that 46% of U.S. EV owners were considering returning to a gas-powered car. The year and original survey details for that figure were not identified in the report. It is a separate claim about U.S. EV owners, not a result about Gen Z or Tesla owners specifically.
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