Elon Musk has had a dramatic and controversial year — and it’s only halfway through. Known for his bold ventures and headline-making decisions, Musk’s recent activities have managed to surpass even his own history of grabbing attention. Since January, he has taken on unexpected roles and navigated significant setbacks, all while trying to steer Tesla through an increasingly critical and competitive environment.
Musk took many by surprise earlier this year when he assumed a new position as a special government employee, working alongside President Donald Trump. In addition, he founded and began leading a new federal entity, the Department of Government Efficiency (DOGE), marking a notable pivot from his usual business endeavors. This engagement quickly shifted his focus away from Tesla and raised eyebrows across industries.
However, this diversion had consequences. While Musk devoted energy to DOGE and his role in the Trump administration, Tesla’s performance faltered. The electric vehicle (EV) manufacturer’s first-quarter earnings, released on April 22, painted a concerning picture. Automotive revenue had fallen by 20% compared to the previous year, and net income was down a staggering 71%.
Faced with this alarming downturn, Musk decided to cut ties with DOGE and return his attention fully to Tesla. Yet, his temporary absence had already inflicted damage on the company’s reputation. His public association with Trump alienated a significant portion of Tesla’s customer base. In fact, many owners started selling their vehicles in protest, creating a glut of used Teslas on dealer lots.
In an effort to recover from the PR crisis and boost sales, Tesla recently announced an update to two of its flagship models: the Model S and the Model X. However, the reception from customers and EV enthusiasts has been far from enthusiastic.
On June 12, Tesla used its X (formerly Twitter) account to unveil a set of new upgrades for the Model S and Model X. The refresh includes several enhancements: a new Frost Blue exterior color, improved Active Noise Cancellation, redesigned wheels, a front-facing camera to improve visibility, ambient interior lighting that adapts dynamically, and a revised suspension system featuring new bushings for a smoother driving experience. Additionally, Tesla has introduced adaptive driving beams for improved nighttime visibility.
For the Model S, range has also improved. The updated vehicle can now travel up to 410 miles on a single charge, making it Tesla’s longest-range model. Furthermore, the high-performance Model S Plaid receives new exterior styling tweaks. Meanwhile, the Model X benefits from enhanced interior space, particularly in the third row, giving passengers more legroom and expanding cargo capacity.
However, these upgrades come with a price hike. Both the All-Wheel Drive (AWD) and the high-performance Plaid versions of the Model S and Model X will now cost $5,000 more. That means the starting price for the AWD version of each model is $84,990, while the Plaid variants start at $99,990.
Despite Tesla’s intentions, the refresh has not gone over well with customers and critics. Many feel that the changes fall short of expectations, especially given the pace at which rival EV manufacturers are innovating. Disappointed buyers had hoped for more revolutionary updates — particularly as Tesla continues to face fierce competition from the likes of Rivian, Lucid, and Hyundai.
Online reactions underscore this frustration. One X user, Above the Best, voiced their dissatisfaction, writing, “No steer by wire. No 800V. No additional power. You’re falling behind, guys.” Another user, Branden Flasch, critiqued Tesla for not matching the advancements of its competitors. “Go look at what Rivian, Lucid, Escalade IQ, and EV9 are doing and copy that. People want real three-row SUVs with more range and tech, and this isn’t that.”
The frustration was echoed by user Pat V., who added, “Extremely disappointing. Hope this isn’t the major refresh that was being discussed.”
This sense of letdown extended beyond X to other social media platforms. On Reddit, user Croathlete remarked, “‘Refresh.’ No 48V, no steer by wire, no 800V for faster charging on V4s. They need to get rid of the falcon wings and cut the price by $20K to be competitive with the EV9 and Ioniq 9.”
Overall, the consensus among Tesla followers is that the so-called refresh doesn’t go far enough. In a market that now demands more range, faster charging, better tech integration, and affordability, Tesla’s new features appear largely cosmetic or incremental. Meanwhile, competitors are rolling out fully revamped EVs that offer substantial technical improvements, fresh design language, and pricing strategies that cater to a broader audience.
Some critics argue that Tesla’s pricing strategy is out of step with economic realities. In the midst of high inflation, elevated interest rates, and political tension, many potential buyers were hoping for the long-teased “budget Tesla.” Instead, what they got was a minor upgrade to already high-end models — and at a higher price point.
Musk’s detour into the political world may have contributed to these strategic missteps. His alignment with Trump continues to polarize consumers, particularly in liberal-leaning markets that once formed a key part of Tesla’s loyal customer base. Although Musk has now recommitted to Tesla, regaining the trust of disillusioned buyers may take more than a product refresh and a press release.
For now, Tesla’s leadership must contend with both internal recovery and external pressures. The EV landscape is evolving quickly, and rivals are gaining ground. If Tesla hopes to maintain its dominance, it may need to innovate more aggressively — and reconnect with the values and expectations of its core customer base.
In summary, while Elon Musk’s return to Tesla signals a renewed focus on the company, his earlier absence and political entanglements have left a mark. The updates to Model S and Model X were intended to reset the narrative, but they’ve instead amplified dissatisfaction among fans and analysts alike. With half the year still ahead, the pressure is on for Musk and Tesla to deliver something more than superficial change.