Tesla's stock price has taken a nosedive, plummeting 15% on Monday, its steepest drop in five years. The company's market value has erased over $800 billion, with CEO Elon Musk's net worth taking a $100 billion hit. The electric vehicle (EV) pioneer's sales have been declining, and its brand is becoming increasingly toxic, sparking concerns about the company's future.

The sales slump is a significant contributor to Tesla's woes. In the US, the company's sales dropped almost 8% in the fourth quarter of 2024 and 12% for the year. In Europe, Tesla's sales were down 10% in Spain, 42% in Sweden, 45% in France, 48% in Norway and Denmark, 53% in Portugal, 55% in Italy, and a whopping 76% in Germany. In China, the world's largest car market, Tesla is on a sustained losing streak, with sales declining for five consecutive months.

One of the primary reasons for the sales decline is the aging lineup of Tesla's vehicles. The Model X turns 10 this year, while the Model S is pushing 15, with only minor updates since their initial launch. Meanwhile, competitors like Hyundai, Kia, Honda, and General Motors are introducing newer, more interesting EVs, giving consumers a wealth of choices. Tesla's only new model introduced in the last five years is the Cybertruck, which has been recalled seven times since its launch.

Another significant issue is the lack of affordable models. Despite promises to produce a $25,000 electric vehicle, Tesla has prioritized the expensive and polarizing Cybertruck instead. Meanwhile, competitors like Kia and Volkswagen are announcing plans to produce affordable EVs, and China has cracked the code on budget-priced, highly affordable EVs. The BYD Seagull, for example, is a bestseller in China, with a sticker price of around $10,000.

Musk's focus on autonomous vehicles and humanoid robots has also raised concerns. While he claims that Tesla is on the verge of solving autonomy, the company's promises have been met with skepticism. Waymo and others are already operating real driverless cars on the road, and Tesla's own autonomous vehicle technology has been plagued by issues. The company has been targeted with a class action lawsuit claiming it lied about the capabilities of its vehicles.

The Elon Musk factor is also contributing to Tesla's brand toxicity. His antics, including the fascist salute and the chainsaw incident, have disillusioned many owners, who are selling their vehicles at big losses or swapping in badges from other brands. Protests outside Tesla showrooms are becoming increasingly common, with some incidents turning violent. The rage against Tesla is real, and it's unclear what can turn the company's fortunes around.

Despite the dire situation, some supporters are still holding out hope that Tesla can survive with Musk at the helm. However, shareholders are growing increasingly uneasy, and the company's board is feeling the pinch. Chair Robyn Denholm and director James Murdoch have both sold millions of dollars' worth of shares in the past month. The future of Tesla hangs in the balance, and it remains to be seen if the company can emerge from this fire unscathed.