There's also the CEO, who has a huge public profile, deciding to become extremely political, which smart CEOs usually avoid doing because it has little potential to help and lots of potential to hurt.
Especially with Musk's particular choice of which politics he wants to push, which alienate not only customers but also the government political forces. Tesla has massively benefited from subsidies to EVs, but is alienating the political party that has enabled all of that.
If Tesla had been run by a different CEO for the past, say, 3 years, nearly any CEO, I think it would be in a better position.
I really like my Model 3, but I won't be buying it again, and the direction of the Cyber Truck is so repulsive to me that I'm really really against being associated with the brand at all.