A notable Welsh beach has recently become the focal point of a protest targeting tech magnate Elon Musk. Led by Donkeys, a campaign group, used Black Rock Sands in Gwynedd as the backdrop for their demonstration. The protest, dubbed the “world’s biggest anti-Elon Musk protest,” was orchestrated to dissuade individuals from purchasing Teslas, the electric vehicles produced by Musk’s company, Tesla. Prama, the individual behind the protest, drove her blue Tesla Model 3 across Traeth Morfa Bychan, commonly known as Black Rock Sands, near Porthmadog. She towed a large harrow to craft a massive 250m x 150m message in the sand that starkly advised: “Don’t buy a Tesla.” Accompanying the message was an outline of Musk performing a salute, all captured in a video shared on Led by Donkeys’ social platforms.
In the video, Prama narrated her rationale for regretting her decision to purchase a Tesla six years ago, expressing disappointment in Musk’s transition from a perceived real-life Iron Man to an individual fixated on power. She remarked, “My message to anyone who is thinking of buying a Tesla: Don’t. Don’t put your money towards this extremism and division of society. Please don’t buy a Tesla.” This demonstration on the beach adds to the mounting protests against Elon Musk. Following his involvement with the Trump administration, various forms of protest have erupted, including demonstrations outside Tesla dealerships, vandalism at Tesla charging stations, and the installation of anti-Musk billboards. Notably, Tesla sales in continental Europe have plummeted by 45%, signalling a palpable backlash.
Commenting on the escalating tensions, Musk, during a recent appearance outside the White House, labelled the violence against Tesla showrooms in the United States as domestic terrorism. The beach protest at Black Rock Sands underscores the growing disenchantment with Musk’s actions and underscores a wider trend of public pushback against powerful figures entering the political sphere. As news of the beach protest spreads, it ignites conversations about the responsibility of influential figures like Musk and the societal impact of their actions. The protest is not merely an isolated incident but emblematic of a broader sentiment challenging the behaviour of tech moguls turned political advisors.
Protests like the one staged at Black Rock Sands serve as a visual representation of public discontent and a call for accountability from figures like Elon Musk. By utilising a public space to convey a message of dissent, Prama and Led by Donkeys have amplified their voices and sparked discussions on the ethical responsibilities of tech industry leaders. The juxtaposition of Musk as a visionary entrepreneur and a controversial political figure underscores the complexities inherent in navigating the overlap between technology, business, and governance. The protest’s impact extends beyond the sandy shores of Gwynedd, resonating with audiences globally and prompting reflections on the power dynamics at play in the tech industry and beyond.