A grassroots movement, fueled by discontent with Elon Musk's actions, is gaining momentum, with protests erupting outside Tesla showrooms in over 65 cities across the US and abroad. The movement, dubbed #TeslaTakedown, is determined to take down Musk's empire by targeting his pocketbook.

The protests, which started with a handful of demonstrations in Maine, Massachusetts, New York, California, and Colorado, have grown exponentially, with dozens of events planned through the end of March. The movement is largely leaderless, with local organizers taking charge of planning and executing the protests. Despite the lack of a centralized structure, the movement has gained significant traction, with established groups like Indivisible and Rise and Resist joining the cause.

The protests are a direct response to Musk's attempts to dismantle parts of the federal government, which have been met with widespread criticism. Protesters are calling for Musk to be held accountable for his actions, and for Tesla's board of directors to take a stand against his authoritarian behavior. The movement's goal is to "toxify" the Tesla brand, associating it with Musk's controversial ideology and actions.

One of the key organizers, Joan Donovan, a sociologist and disinformation researcher, started the hashtag #TeslaTakedown after reading about a small gathering at a Tesla Supercharger station in Maine. Donovan, who was previously ousted from her position at Harvard for exposing Meta's financial ties to the university, saw an opportunity to mobilize people against Musk's coup-like behavior.

The protests have been largely peaceful, with protesters holding signs and chanting slogans outside Tesla showrooms. However, there have been reports of vandalism, with some Teslas being defaced with swastikas and Nazi-related graffiti. The FBI is currently investigating these incidents.

Despite Musk's immense power and influence, the protesters believe that hitting him where it hurts - his pocketbook - can be an effective way to bring him down. Musk's wealth is largely tied to Tesla's stock price, which has been volatile in recent months. The company's market share has dropped below 50% for the first time in over a decade, and sales are down year over year.

The movement's strategy is to create a narrative shift around Tesla, from a company led by a genius entrepreneur to one led by an unaccountable billionaire oligarch. By exploiting this narrative shift, the protesters hope to erode Musk's power and influence.

While it's unclear what impact the protests will have on Tesla's future sales, the movement's organizers are undeterred. They believe that the frequency of the protests, rather than the headcount, will be key to their success. As Alex Winter, a documentary filmmaker and actor, noted, "The internet is great for creating very robust, decentralized movements, which is what this is."

The #TeslaTakedown movement is a testament to the power of grassroots organizing and the determination of individuals to hold those in power accountable. As the movement continues to grow, it will be interesting to see how Musk and Tesla respond to the pressure.