After spending last week with Tesla fans who wanted the world to know that their Tesla purchases had nothing to do with politics, I spent this weekend at the Tesla diner protests, talking to people who disagreed with that stance.

On both Saturday and Sunday, organisers from Resist the Coup and Tesla Takedown Santa Monica brought crowds and sieg-heiling Elon Musk-shaped car-dealership inflatables  to the front of the new diner. Drums, megaphones, and shouts from the assembled protesters were accompanied by horns from passing drivers responding to “Honk If You Hate Elon” signs. 

Steven was there on the first day of the protest with his 16-year-old daughter. 

“He’s a piece of shit, but let’s get the political science stuff out of the way,” Steven told me when I asked if he thought support of Tesla could be considered apolitical. “Elon Musk has platformed white supremacists and anti-semites on X. He got rid of all the moderation. He put back accounts that were clearly neo-Nazis. He's changed algorithms to promote that type of hate. Him and DOGE did massive cuts in the government, including our civil services. He's cut cancer research. Did I mention he was a giant piece of shit?”

“He's cut our aid to Africa, which will result, without exaggeration, in millions of women and children and innocent people dying. Millions,” he said. “I'm not a big fan of people who give the Hitler salute. I mean, I'm kind of fussy like that. He gave it twice at Trump's inauguration,” he continued. “He's a Nazi. And he cheats at video games. You have another question?”

“The guy saluted Hitler twice on national television,” Dave, lead organiser for Tesla Takedown Santa Monica. Dave spent both days of the protest drumming and calling chants, like “when you eat your Tesla burger, you’re funding mass murder, when you eat your Tesla fries, another hungry child dies”. 

“We fear for the future of democracy in the United States of America,” he said. “And there is no bigger poster child for the corruption and the influence of money in politics than Elon Musk.”

Dave explained that targeting Tesla, as a publicly-traded company, is one of the only levers available for people to express disapproval of Musk’s actions. The protests took place days after a July 23 Tesla earnings call which disclosed an almost 12 percent year-on-year decline in revenue—its “steepest year-over-year revenue decline in at least a decade.” The share price is currently around 15 percent lower than it was a year ago. 

Antonia and Stas had come to the diner for date night; they had known the protest was happening and “were talking and joking about that in the car,” as it would be a “feature” of their date. Antonia said the diner “is capitalism”, and “you can't separate capitalism from politics.” But, she’d been thinking: “wouldn't it be great if he just focused on ideas like this? Making people's lives better and easier, in a way that, like, wasn't interfering with elections around the globe, and at home in America?”

“Elon’s a full blown fascist,” said Josh Greene on Saturday afternoon. “I mean, he donated $250 million to put Trump back in the White House. He bought Twitter to spread right wing conspiracy theories, and he's helping to dismantle democracy in this country.”

A group of teenagers walking by yelled “four more years! Trump is the greatest!” at Greene as I was interviewing him. “Read a book, pal!” he yelled back. 

The teenagers hung around to try to interrupt the protest further. They spent about an hour standing very close to, yelling at, and filming individual protesters, shouting about Trump. 

One Tesla-owner, Holly, was standing and watching this happen. ’It makes me sort of sad and emotional to watch,” she said. “ I can tell they're trying to incite some sort of, like, interaction, violent or otherwise, and I don't know. It's just, I feel like it's a sad state right now.” 

Holly had brought her kids to the diner for lunch as she thought it would be fun. She said she didn’t identify with the Tesla community, but had  “just wanted an electric car”, and she thinks it’s annoying that Tesla has become a political flashpoint. 

“I don't think Musk is a good guy. I don't want him in politics. I don't want him running our country,” she said. 

She said that, politically, her allegiance was with the protesters. But she didn’t think there was anything that Musk could do that would encourage her to get rid of the car: “my privilege is, it doesn't impact me one way or another,” she said.

People passing in cars honked their horns, waved, or flashed lights as they saw the protesters. A few times, I saw a Tesla slow down or pull up alongside the protesters to chat. Dave from Tesla Takedown later told me that “a lot of older Tesla model owners pump their fists and say, yeah, we're with you too, we just got to wait until our lease is up.”

Other passing cars filmed or yelled out of their windows. Twice, I saw Cybertruck drivers interact with the protest. The first time, a woman gave them the middle finger out of her car window, and the second time, a man who had driven past once lapped the block, to do a sieg heil over his kid’s head. 

Dean Barlage, a resident of the adjacent building, came down to see the protest. He said that he felt the saluting Musk balloons and protesters’ signs with swastikas or curse words were inappropriate for children eating at the diner, who might ask their parents for explanations of what they were seeing or reading.

Toby Bronson, who had helped organise the protest with Resist the Coup, was also at the diner both days. He said that they had experienced much more support than harassment from passing cars, which “shows what the city is all about… LA is the one fighting back and this town's not going to quit. We're not going to stop.” He said that he hadn’t been bothered by the teenagers - “it's pretty hilarious considering they're all about 13. So they can't vote,” he said. “The only thing I said to them was, you know, you guys are the same age as the people on the Epstein list,” he told me. “They didn’t like that.” 

On Tuesday, 29th July, I was contacted by Tesla Takedown Santa Monica who said that they had received anonymous messages online, threatening a drive-by pepper spraying event, if they came back to the diner the following weekend. That evening, Bronson posted that the protest would be happening again - every weekend until the diner closes.

One of the big unanswered questions at last week’s grand opening of Hollywood’s Tesla Diner was how its neighbors were feeling about the new, four-story tall movie screen placed directly outside their apartment building. 

Turns out, many of them are not liking it, or the general chaos that the diner has brought.

First, there was the construction. “Last night they have installed a flashing security light up against our fence,” Kristin Rose, a former resident of the apartment building next to the Tesla Diner, said in an email to the building management and to Tesla in February 2024, during building works. “This light is flashing BRIGHT into our apartments, including bedrooms, all night. Even with the blinds closed it feels like we're at the world's worst rave. Video is attached."

Yesterday I spent five hours in line with Tesla superfans to figure out why they were at the grand opening of the new Tesla supercharging station/ retrofuturistic diner in West Hollywood. “People going to Mars definitely need to eat something, right?” said Chris, who goes by @dogetipping on X. “So, I bet that's the first step, you know, eating and charging. That's pretty essential for, like, Mars life.” Chris had showed up to the diner in his DOGE-wrapped Cybertruck, with his girlfriend in the passenger seat on her laptop. He said she had no interest in whatever was going on. 

Musk has recently been trying to rehabilitate his image after funnelling money to the Trump administration and putting a bunch of recent children in charge of instrumental functions of government through DOGE. Like many of the activities of the richest man in the world, the diner seems to have been inspired by his own tweet. The building itself looks like a big grey hockey puck, and is fenced in on its lot by two huge screens which reach the rooftops of the adjoining apartment complexes. 

I arrived just before lunchtime to find around two dozen people lined up on foot, and the building surrounded by barricades. A group of die-hard Musk fans told me they’d been there since 7 a.m. They’d heard it would open at 4:20 p.m., “a reference to, I believe, some marijuana thing that Musk does all the time,” according to Morgan Hammar, who was at the front of the line. Fans were waiting for IRL peeks of the things they’d seen advertised on X - a humanoid Optimus robot serving popcorn, and $35 “Supercharged Gummies.”

Hammar, an elementary-school educator, told me he and his family own five Teslas: three model Ys, a Model 3, and a Cybertruck. He said that the opening was a “very monumental day for us, the Tesla community.” 

“Tesla's been under a lot of, kind of, pressure, and this is just a moment that is really positive,” he said. “I hate that we even have to talk about that [...] Tesla should be above all politics, in my opinion. It's good for the environment if that's what appeals to you, but it's also just an unbelievable vehicle, and it's shaking hands with the future.”

Tesla owners and dealerships have faced online backlash and in-person protests since Musk’s alignment with Trump, the creation of DOGE, and Musk’s choice to perform Nazi salutes at the inauguration earlier this year. “In the strongest terms possible, you should not be throwing rocks through windows and burning down Tesla showrooms because you're upset at Elon Musk. So I'm opposed to whatever that is,” said Hammar, who described himself as “politically neutral.” 

He reasoned that Musk aligned himself with Trump “because he is driven by a greater mission,” he said. “He knows that in order for Tesla to be successful… America must be strong. And remember, he's driven by repopulating Mars.” 

Episodes of The Jetsons played on repeat on the two giant screens facing the building throughout the day, interspersed with Tesla ads and other shows including Looney Toons and an episode of The Mindy Project. At 4:20 p.m., once the barricades came down, rollerskating waitresses offered soft serve with Cybertruck-inspired spoons to those waiting in line, evoking an era of sock-hops and date shakes but if everyone wore mirrored Oakleys.

All of my favorite aesthetic features of classic American diners—the cracked red leather seats, beaten chrome edges, faded formica—are absent at the Tesla diner, replaced with smooth monochrome plastic and a lot of screens. Everything is black or white, giving strong managed apartment your dad rents after the divorce energy. Tesla fans I spoke to had different taste. “I really love the Jetson vibe, and I can see the outer space in the design that I didn’t know was going to be here,” said Janine Smith, who also said that she loved her Tesla but is “disappointed in how political Elon has been” lately. 

Tesla owners were allowed to jump the queue as they arrived to charge their vehicles. I got inside the diner around 5:30 p.m., but ended up separated from a family who had been behind me in the line, who waited about another hour. Every person working front of house at the Tesla diner was incredibly upbeat, which makes sense for a grand opening. Sarah, the hospitality manager of the Tesla Diner, said that things were going “incredibly well. We just hired a bunch of happy people and gave them something shiny and new.”

The menu was a Tesla-fied version of standard diner fare: items like Wagyu burgers, tallow fries, biscuits with red gravy, and “Epic Bacon”. I asked a nearby child for a review of her chicken tenders—underwhelming. “They’re ok, they’re not, like, my favourite. I don’t know what it is, but, you know.”  She said her drink was “weird.” The diner is serving its own house-made drinks including cane sugar cola and a range of “Charged Sodas” with natural green coffee extracts. Her dad described the drink they’d chosen as tasting like an Otter Pop. All the food was served in Cybertruck-shaped boxes, which people immediately started wearing on their heads, obviously an unshakeable behavioral instinct learned at Burger King.

I was curious what the neighbors thought of the new arrival, so I wrote down my phone number really big and waved it up at Irma Velasco, a nurse practitioner, who was hanging out on her balcony. She permitted me to come up to her apartment to take some photos of the view. She said she is pleased that the huge drive-in screens will now be the background to her home office, as she likes movies. The screens will show short films all day until 9 p.m., when a feature film will play, and they will turn off at 11 p.m. nightly. Velasco says that she now feels validated in her neighborhood selection. “I think it’s made the area cooler… Elon’s a smart man,” she said. “For him to choose this spot makes me feel like I made the right choice by staying here. I feel like he chose the spot for a reason.” 

Velasco might not be totally representative of locals’ sentiment, however. She told me her  neighbors recently called the police due to noise from the vast screens, but she says she doesn’t agree that it was loud. It was the day Musk came to visit, but she missed him because she was distracted watching Star Wars on the screens from her balcony. She points to the opposite building, where, currently, a Tesla ad is obscuring four stories of apartment windows. “I know they’re not happy, though.” 

Inside the diner, a bunch of different merch is available, including Tesla diner baseball caps, pins, ornamental lights, Cybertruck models, salt shakers, and tshirts. One of the merch vendors told me that the day’s best-seller was the $50 Optimus doll.

A common theme among people I spoke to was that this diner will improve the experience of owning a Tesla, providing a unique location for Tesla owners to hang out and meet each other in a Tesla-friendly space. 

John Stringer runs Tesla Owners Silicon Valley, the country’s biggest online community for Tesla owners. “We had members literally getting their cars vandalized and keyed because of what the CEO was doing,” he said. “You spend your hard earned money on something and it's not a political statement. The community has been through a lot,” he said. “And so really the community bonded together to really share, you know, just the love of these products together.”

Around the back of the diner, by the rows of superchargers on the “charging side” of the forecourt, a group of Tesla fans were comparing their longest Tesla drives. An example of an interaction I overheard: “Have you driven cross-country yet?” “Yeah, I usually do it once or twice a year. It’s great.” I asked to use their real names, but they were not willing to be identified. They described themselves as “nerds. We’ll show up for any Elon activity.” As we were talking, a car drove past and someone yelled “Fuck Tesla!” The assembled Tesla nerds looked around. “He’s driving a Kia,” someone laughed. 

The diner will alert nearby Tesla owners to its presence and encourage them to order food from the car before they arrive. Ordering from the car wasn’t working around 6 p.m., but it looks like it was by the evening. Several people told me that the functionality of listening to the drive-in movie audio inside of their car was working, and that it was “really cool.” 

Tracy Kuss is another superfan who was attending the opening with her son. She told me she’s been waiting for the opening for as long as Musk has been talking about it online. She was very excited about the new menu. “I want chicken and waffles, that's my first choice,” she said. (Later, as she was leaving, she gave a glowing review of the biscuits and red gravy). 

Kuss was excited about the theoretical technological possibilities represented by the humanoid Optimus robot. Upstairs at the diner, the robot served popcorn to the crowd, who were excited to interact with it. The robot struggled to separate the popcorn containers or pick them up, but was good at filling the containers with popcorn once handed one. One guy prompted his friend to keep topping up his popcorn—“ask him to give you a little more”—and it did. When this generation of Optimus robots were first demoed last year, they were assisted by humans behind the scenes.

I caught up with Hammar and his family as they left, around 6:30 p.m. “It was excellent,” he said. “Well worth the wait.”