It was the last week of October, and Matthew Hiller’s Etsy shop was booming due to the upcoming election. He had prepared his friend to cover for him, but he was worried that Elon Musk’s actions would disrupt his business. As it turned out, his concerns were valid. With Musk supporting Donald Trump and posting on Twitter frequently, orders for his bumper stickers, including “I Bought This Before We Knew Elon Was Crazy,” were pouring in.
At first, Hiller’s shop, Mad Puffer Stickers, focused on fish-themed designs, but he added the “I Bought This Before We Knew Elon Was Crazy” sticker after discovering misinformation on Twitter. Initially, he sold five to ten of the stickers a day, but as Musk’s political stance increased orders to around 18,000 across 30 countries.
Not only were left-leaning Tesla owners buying the stickers, but right-wing supporters also purchased pro-Musk bumper stickers, such as “I bought this after I knew Elon was awesome.” Sean Ziese, the owner of a machine shop, listed his reasons for buying a Cybertruck and adding the sticker, which became his favorite car.
The situation is unique, as Tesla’s products are seen as an endorsement of the company’s CEO. Buying an Amazon Kindle does not necessarily mean you’re a Jeff Bezos fan. However, owning a Tesla has become inextricably linked with Mr. Musk’s public persona, making bumper stickers a way for owners to express their opinions. For some, it’s a means of distancing themselves from Musk, while for others, it’s a badge of honor.
