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During the March 29, 2025 “Tesla Takedown” protest weekend, a smaller counterprotest network called “Tesla Shield” backed Elon Musk, Tesla and his DOGE effort. Proud Boys chapters promoted the response, militia-linked and other far-right participants appeared at some sites, and WIRED reported armed people in camouflage and body armor near the Meridian, Idaho, event. The available reporting describes a decentralized counterprotest—not a Tesla-organized security operation.
Why the counterprotests formed
“Tesla Takedown” demonstrations targeted Musk’s political role, particularly his work through the Department of Government Efficiency (DOGE) to dismantle or shrink federal agencies. Protesters treated Tesla locations, vehicles and charging infrastructure as visible symbols of Musk’s influence.
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“Tesla Shield” was the name used for the counterprotest response. Supporters said they were defending Musk, Tesla, DOGE and the administration backing him. Proud Boys chapters and other far-right groups publicly urged members to attend, confront or monitor the demonstrations. That involvement explains the “Proud Boys and militias” description, but the reporting does not establish that Tesla corporate headquarters created, directed or funded Tesla Shield.
Tesla Takedown and Tesla Shield compared
| Aspect | Tesla Takedown | Tesla Shield |
|---|---|---|
| Stated political objective | Protest Musk’s role in DOGE and the resulting federal-government cuts. | Support Musk, Tesla, DOGE and the administration, while opposing or disrupting the anti-Musk demonstrations. |
| Relationship to Musk and DOGE | Critical of Musk’s influence and DOGE activities. | Presented Musk and DOGE as causes worth defending. |
| Participant composition | Anti-Musk demonstrators, including large local crowds. | MAGA supporters, Proud Boys participants, militia-linked people and other far-right activists identified in WIRED’s reporting. |
| Tactics reported for the weekend | Public demonstrations at Tesla sites. | Counterprotests, displays of pro-Musk and Proud Boys symbols, and announced attempts to infiltrate or gather information at some protests. |
| Geography covered by the report | Tesla locations in several U.S. cities. | Counterprotests or planned actions in Meridian, Columbus, Fresno, Salem and Oklahoma. |
| Relative size where counted | More than 1,000 people in Columbus, according to local media figures reported by WIRED. | Fewer than 50 supporters in Columbus, according to the same local reporting. |
Where the Proud Boys and militia-linked participants appeared
The events were not identical. Some involved an in-person counterprotest; others involved a public call to infiltrate or monitor a Tesla Takedown action.
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| Location | What was reported |
|---|---|
| Meridian, Idaho | People’s Rights group member David Pettinger marched in front of protesters, handed out heart-shaped stickers and wore clothing styled as a Hitler costume. WIRED reported several armed individuals in camouflage and body armor nearby. Pettinger said, “My people will be free, my people will rule again.” |
| Columbus, Ohio | A local Proud Boys chapter urged attendance and said it would infiltrate the protest to collect information. Local media counted more than 1,000 anti-Musk protesters and fewer than 50 pro-Musk supporters. |
| Fresno, California | Josh Fulfer, who is known online as Oreo Express and was described by WIRED as having been at the January 6 Capitol attack, joined the counterprotest. He said, “We’re out here to show support for DOGE, Elon Musk, Tesla, and this administration.” |
| Salem, Oregon | Pro-Musk supporters waved Proud Boys flags, and some wore the group’s yellow-and-black clothing. |
| Oklahoma | The anti-government militia Veterans on Patrol announced on Telegram that it planned to infiltrate a Tesla Takedown protest and redirect attention toward what it called a more reasonable target. An announcement is not confirmation that the planned action occurred. |
Were militias actually armed at Tesla dealerships?
At Meridian, WIRED reported armed people in camouflage and body armor near the counterprotest. The report connected the scene to militia-linked and far-right participants, but it did not establish that every armed person belonged to a particular militia, that Tesla employed them, or that they acted as an official security detail.
The Oklahoma Veterans on Patrol material shows an announced infiltration plan, not proof of an armed deployment at a dealership. More broadly, the weekend’s reporting supports a distinction between verified presence at a location, a group’s public call to attend, and an uncompleted or unverified plan.
How large was the movement?
The clearest comparison comes from Columbus. Local media figures cited by WIRED put the anti-Musk crowd above 1,000 and the pro-Musk group below 50. Those figures describe that city and that weekend; they are not a national membership count for either movement.
There is no comprehensive published tally in this account for Tesla Shield, the Proud Boys’ total participation or militia involvement across all locations. The counterprotests were visibly smaller than the principal demonstrations where counts were available, and the groups’ public calls to mobilize should not be treated as proof that everyone who was invited attended.
What the protests were reacting to—and what is disputed
WIRED placed the demonstrations amid backlash to Musk’s DOGE activities and reported isolated vandalism involving Tesla vehicles, chargers and dealerships. President Donald Trump urged the Justice Department to treat alleged violent protesters as “domestic terrorists.” Musk claimed that protesters were being paid, but the report did not provide evidence establishing that claim. Both statements should therefore be understood as attributed political claims, not settled findings.
WIRED also reported that Tesla’s stock price had fallen by more than 30 percent since the beginning of 2025 as of its March 31, 2025 publication. That figure is a time-bound market observation, not a measurement of the protest movement’s effect on the company or a forecast of Tesla’s later performance.
Quick Recap
What can—and cannot—be concluded from the weekend
- The Proud Boys’ role was public political mobilization for a counterprotest, including calls to attend and, in Columbus, an announced effort to gather information by infiltration.
- Militia-linked participation was reported at some events, while the Oklahoma militia announcement documents an intention rather than a confirmed appearance.
- The Meridian account is the specific report of armed people in camouflage and body armor; it should not be generalized into a claim that all Tesla Shield participants were armed.
- Tesla Shield was a smaller, decentralized response to Tesla Takedown, not a documented corporate Tesla program.
- The March 29 weekend and the March 31 publication date define the available crowd, stock and participation evidence. Later arrests, prosecutions, organizational changes or protest activity require separate reporting.
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