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But there鈥檚 barely any mention in the latest annual update of Musk鈥檚 full-bore entry into right-wing politics, which some experts say is turning off potential customers who don鈥檛 share his views.

鈥淚t's marketing 101: Don鈥檛 involve yourself in politics,鈥� said New York brand consultant Robert Passikoff. 鈥淧eople will stop buying your products.鈥�

It may be too late.

Tesla sales plunged 45% in Europe in January, according to research firm Jato Dynamics, even as overall electric vehicle sales rose. That comes after a report of falling sales in California, its biggest U.S. market, and the first annual drop globally for the company last year.

鈥淚 don鈥檛 even want to drive it,鈥� said Model 3 owner John Parnell, a Democrat from Ross, California, adding that he also is canceling his order for the company's Cybertruck, losing a $100 deposit. 鈥淗e's destroying the brand with his politics.鈥�

Car industry analysts say it's too early to say for sure how much damage Musk is causing to Tesla because so many other factors could explain its current troubles. It's best-selling vehicle, the Model Y, is coming out with a new version this year, leading potential Tesla buyers to hold off purchases right now. And European and Chinese manufacturers are finally catching up to the world's EV leader, offering cars with battery life and dependability that are competitive.

But, if anything, that makes Musk鈥檚 political comments even more reckless, auto analysts say.

鈥淢usk thinks he can say anything he wants to and doesn鈥檛 think Tesla will suffer any consequences,鈥� said Morningstar analyst Seth Goldstein. 鈥淭esla was in the sweet spot. Now it has competition.鈥�

The sales numbers were particularly bad in Germany and France in January, down roughly 60% each, more than the average decline for the more than two-dozen European countries surveyed. Sales in France fell another 26% in February.

More worrisome was the breakdown for Tesla鈥檚 individual models. Sales of Tesla鈥檚 Model 3 dropped 33% across all European countries even though that car is not being updated and there is no reason for buyers to wait

鈥淧art of the population is not happy with his views, his political activism,鈥� said Jato senior analyst Felipe Munoz who shrugged off the boycott threat earlier this year, but is having second thoughts.

Many Tesla buyers used to be wealthy, environmentally conscious professionals, often liberal, who were attracted to Musk's talk about how his EVs could help save the planet from fossil-fuel destruction.

Not anymore.

鈥淚 used to be adored by the left,鈥� Musk said in an interview with Tucker Carlson on Feb. 18 as his stock was halfway through a nearly 30% plunge for the month. 鈥淟ess so these days.鈥�

His decision to spend $270 million on Donald Trump's presidential campaign and publicly back him was risky enough for his business. Then he doubled down, pursuing a slash-and-burn strategy as head of Trump's government efficiency team and taking his political revolution and incendiary talk abroad.

He has backed the far-right, pro-Russian, anti-Muslim party in Germany, called the British prime minister an 鈥渆vil tyrant鈥� who runs a 鈥減olice state," and stated recently about a U.S. neighbor and major Tesla market, 鈥淐anada is not a real country."

The backlash has been fierce.

Tesla showrooms in the U.S. have been besieged by protesters, its vehicles vandalized and bumper stickers appearing on its cars with sayings such as, 鈥淚 bought it before Elon went nuts.鈥�

An effigy of Musk was hung in Milan and image of him doing a straight-arm salute projected on a Tesla factory outside Berlin. In London, a bus stop poster of him above the word 鈥渟wasticars鈥� lit up social media. A Polish government minister called for a Tesla boycott.

鈥淚 will not buy a Tesla again," said Jens Fischer, a 50-year-old microscope salesman in Witten, Germany, who thinks Musk is 鈥渄estabilizing democracy鈥� and has slapped one of those 鈥淓lon went nuts鈥� stickers on his Model 3. 鈥淚鈥檇 sell if I got a good offer.鈥�

Tesla investor Ross Gerber says Musk has somehow managed to marry the world's best product with the world's worst marketing.

鈥淧eople want to buy stuff that makes them feel good, you don't want politics involved," said Gerber, a money manager whose portfolios hold nearly $60 million in Tesla stock. 鈥淚t's even worse when you have such divisive issues, whether it鈥檚 firing climate scientists or taking aid away from starving African children.鈥�

Boycotts have a habit of fizzling out, and Morningstar's Goldstein says that buying a car is too big a decision and costs too much to make them successful targets, anyway.

One Tesla owner, Londoner Harry Chathli, is unmoved by the backlash, saying he has no intention of getting rid of his Tesla S. He has nothing but praise for Musk who he calls a visionary for transforming "the way we think about transportation and the future of our planet.鈥�