Tesla’s reputation has just taken a major decline in the United States, according to a new survey ranking of the most reputable brands.
The report Axios Harris Poll 100: Year of the tarnished titans revealed that the Musk-led automaker plummeted 50 spots, ranking 62nd out of the 100 firms on the list. The scoring guide placed Tesla in the “good” category.
The report indicated that Tesla obtained “excellent” scores in the categories of trajectory, vision, and products and services. It also received a “very good” score in the growth category. However, it only gained “fair” scores for trajectory, vision, and products and services categories.
In hindsight, Tesla’s reputation has only been rated between “excellent” and “very good” since 2016.
Survey rankings
The Axios Harris Poll 100 included 16,310 0 “nationally representative” Americans from March 13 to 28 as the survey respondents. It started by “surveying the public’s top-of-mind awareness of companies that either excel or falter in society.”
The company surveyed the respondents to determine which two companies currently excel with the best reputation and which other two have the worst. Then, they compiled the data to determine the results.
As mentioned above, the rankings considered nine categories, including character, trajectory, trust, culture, ethics, citizenship, vision, growth, and products and services.
Below are the top 100 most reputable companies:
| 2023 RANK | COMPANY | 2023 SCORE |
| #1 | Patagonia | 83.5 |
| #2 | Costco | 82.1 |
| #3 | John Deere | 82.0 |
| #4 | Trader Joe’s | 81.7 |
| #5 | Chick-fil-A | 81.4 |
| #6 | Toyota Motor Corporation | 81.0 |
| #7 | Samsung | 81.0 |
| #8 | Amazon.com | 80.7 |
| #9 | USAA | 80.6 |
| #10 | Apple | 80.6 |
| #11 | 3M | 80.5 |
| #12 | Sony | 79.8 |
| #13 | Honda Motor Company | 79.8 |
| #14 | UPS | 79.8 |
| #15 | Microsoft | 79.7 |
| #16 | Subaru | 79.4 |
| #17 | American Express | 79.3 |
| #18 | LG Corporation | 78.8 |
| #19 | CVS (CVS Health) | 78.7 |
| #20 | HP, Inc. | 78.7 |
| #21 | Nike | 78.4 |
| #22 | Adidas | 78.4 |
| #23 | Procter & Gamble | 78.2 |
| #24 | BMW Group | 78.2 |
| #25 | The Home Depot | 78.2 |
| #26 | Kellogg Company | 78.2 |
| #27 | The Kroger Company | 78.0 |
| #28 | Kraft Heinz Company | 78.0 |
| #29 | Fidelity Investments | 77.9 |
| #30 | IBM | 77.8 |
| #31 | JPMorgan Chase & Co. | 77.7 |
| #32 | Ford Motor Company | 77.6 |
| #33 | Aldi | 77.6 |
| #34 | General Motors | 77.5 |
| #35 | 77.4 | |
| #36 | Best Buy | 77.2 |
| #37 | General Electric | 77.0 |
| #38 | Capital One Financial Corporation | 76.9 |
| #39 | Walgreens | 76.9 |
| #40 | PepsiCo | 76.8 |
| #41 | Nordstrom | 76.7 |
| #42 | Netflix | 76.7 |
| #43 | Lowe’s | 76.6 |
| #44 | PayPal | 76.5 |
| #45 | Kohl’s | 76.3 |
| #46 | T-Mobile | 76.2 |
| #47 | FedEx Corporation | 76.2 |
| #48 | Starbucks Corporation | 75.7 |
| #49 | The Coca-Cola Company | 75.6 |
| #50 | Pfizer | 75.6 |
| #51 | Gucci | 75.6 |
| #52 | Nestle | 75.3 |
| #53 | Target | 75.2 |
| #54 | Dell | 75.2 |
| #55 | Royal Dutch Shell | 75.2 |
| #56 | Volkswagen Group | 75.1 |
| #57 | Anheuser-Busch | 75.0 |
| #58 | Delta Air Lines | 74.9 |
| #59 | Chipotle | 74.8 |
| #60 | Macy’s | 74.7 |
| #61 | State Farm Insurance | 74.7 |
| #62 | Tesla Motors | 74.3 |
| #63 | AT&T | 73.9 |
| #64 | Wendy’s | 73.9 |
| #65 | Verizon Communications | 73.8 |
| #66 | Chevron | 73.8 |
| #67 | Chrysler | 73.3 |
| #68 | Hobby Lobby | 73.0 |
| #69 | Arby’s | 72.6 |
| #70 | United Airlines | 72.3 |
| #71 | Southwest Airlines | 71.9 |
| #72 | McDonald’s | 71.8 |
| #73 | Taco Bell | 71.7 |
| #74 | Bed Bath & Beyond | 71.5 |
| #75 | Uber | 71.5 |
| #76 | Johnson & Johnson | 70.9 |
| #77 | The Walt Disney Company | 70.9 |
| #78 | eBay | 70.7 |
| #79 | JCPenney | 70.6 |
| #80 | Walmart | 70.3 |
| #81 | Bank of America | 70.1 |
| #82 | ExxonMobil | 68.9 |
| #83 | Dollar General | 68.7 |
| #84 | Burger King | 68.6 |
| #85 | Shein | 68.2 |
| #86 | Subway | 68.2 |
| #87 | Comcast | 68.0 |
| #88 | Wells Fargo & Company | 67.8 |
| #89 | Dollar Tree | 67.3 |
| #90 | Family Dollar | 65.6 |
| #91 | Balenciaga | 65.5 |
| #92 | BP | 63.5 |
| #93 | Bitcoin | 61.1 |
| #94 | TikTok | 61.1 |
| #95 | Spirit Airlines | 60.1 |
| #96 | Meta | 59.7 |
| #97 | 59.3 | |
| #98 | Fox Corporation | 59.3 |
| #99 | FTX | 58.6 |
| #100 | The Trump Organization | 52.9 |
As you can see in the table above, Toyota was the highest-ranked automaker on the Axios Harris Poll 100, coming in sixth among the top 100 most recognizable companies.
Tesla was surpassed by Honda, Subaru, BMW, Ford, General Motors, and Volkswagen. Meanwhile, Chrysler placed last overall among automakers at the 67th spot.
What affects Tesla’s reputation?
Tesla CEO Elon Musk has garnered media attention for an array of issues during the past year. His turbulent $44 billion Twitter takeover and raw online image may still be having negative effects on the world’s largest automaker.
“Elon Musk’s chaotic takeover of Twitter not only pushed the social media company’s own ranking down but shook investors’ faith in Tesla by making the public more aware of Musk’s manic leadership style.”
Axios
Since then, Tesla shareholders have expressed concerns regarding the CEO’s distraction and overcommitment to his other ventures.
As EV-a2z previously reported, 17 Tesla shareholders asserted the following in an open letter to the company’s chairperson Robyn Denholm and director, Ira Ehrenpreis, in April:
“The Board allowed the CEO to be overcommitted at a time when the company faces critical challenges. Corporate boards can and should intervene if a chief executive appears to be distracted or overly focused on other ventures.”
Tesla shareholders
See Also:
- Tesla investors demand stronger CEO commitment in an open letter
- Tesla investors demand stronger CEO commitment in an open letter
- Tesla recalls more than 80,000 cars in China for software and seat belt issues
- Tesla recalls more than 80,000 cars in China for software and seat belt issues
- Tesla wins bellwether case over Autopilot car crash
Apart from the CEO issues, Tesla was also recently hit with never-ending issues, including a recall for over 362,000 EVs in North America over self-driving software concerns in early February.
