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A new Data for Progress poll provided exclusively to Heatmap shows steep declines in support for the CEO and his business.

Nearly half of likely U.S. voters say that Elon Musk’s behavior has made them less likely to buy or lease a Tesla, a much higher figure than similar polls have found in the past, according to a new Data for Progress poll provided exclusively to Heatmap.
The new poll, which surveyed a national sample of voters over the President’s Day weekend, shows a deteriorating public relations situation for Musk, who has become one of the most powerful individuals in President Donald Trump’s new administration.
Exactly half of likely voters now hold an unfavorable view of Musk, a significant increase since Trump’s election. Democrats and independents are particularly sour on the Tesla CEO, with 81% of Democrats and 51% of independents reporting unfavorable views.
By comparison, 42% of likely voters — and 71% of Republicans — report a favorable opinion of Musk. The billionaire is now eight points underwater with Americans, with 39% of likely voters reporting “very” unfavorable views. Musk is much more unpopular than President Donald Trump, who is only about 1.5 points underwater in FiveThirtyEight’s national polling average.
Perhaps more ominous for Musk is that many Americans seem to be turning away from Tesla, the EV manufacturer he leads. About 45% of likely U.S. voters say that they are less likely to buy or lease a Tesla because of Musk, according to the new poll.
That rejection is concentrated among Democrats and independents, who make up an overwhelming share of EV buyers in America. Two-thirds of Democrats now say that Musk has made them less likely to buy a Tesla, with the vast majority of that group saying they are “much less likely” to do so. Half of independents report that Musk has turned them off Teslas. Some 21% of Democrats and 38% of independents say that Musk hasn’t affected their Tesla buying decision one way or the other.
Republicans, who account for a much smaller share of the EV market, do not seem to be rushing in to fill the gap. More than half of Republicans, or 55%, say that Musk has had no impact on their decision to buy or lease a Tesla. While 23% of Republicans say that Musk has made them more likely to buy a Tesla, roughly the same share — 22% — say that he has made them less likely.
Tesla is the world’s most valuable automaker, worth more than the next dozen or so largest automakers combined. Musk’s stake in the company makes up more than a third of his wealth, according to Bloomberg.
Thanks in part to its aging vehicle line-up, Tesla’s total sales fell last year for the first time ever, although it reported record deliveries in the fourth quarter. The United States was Tesla’s largest market by revenue in 2024.
Musk hasn’t always been such a potential drag on Tesla’s reach. In February 2023, soon after Musk’s purchase of Twitter, Heatmap asked U.S. adults whether the billionaire had made them more or less likely to buy or lease a Tesla. Only about 29% of Americans reported that Musk had made them less likely, while 26% said that he made them more likely.
When Heatmap asked the question again in November 2023, the results did not change. The same 29% of U.S. adults said that Musk had made them less likely to buy a Tesla.
By comparison, 45% of likely U.S. voters now say that Musk makes them less likely to get a Tesla, and only 17% say that he has made them more likely to do so. (Note that this new result isn’t perfectly comparable with the old surveys, because while the new poll surveyed likely voters , the 2023 surveys asked all U.S. adults.)
Musk’s popularity has also tumbled in that time. As recently as September, Musk was eight points above water in Data for Progress’ polling of likely U.S. voters.
Since then, Musk has become a power player in Republican politics and been made de facto leader of the Department of Government Efficiency. He has overseen thousands of layoffs and sought to win access to computer networks at many federal agencies, including the Department of Energy, the Social Security Administration, and the IRS, leading some longtime officials to resign in protest.
Today, he is eight points underwater — a 16-point drop in five months.
“We definitely have seen a decline, which I think has mirrored other pollsters out there who have been asking this question, especially post-election,” Data for Progress spokesperson Abby Springs, told me.
The new Data for Progress poll surveyed more than 1,200 likely voters around the country on Friday, February 14, and Saturday, February 15. Its results were weighted by demographics, geography, and recalled presidential vote. The margin of error was 3 percentage points.
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‘Our entire company was built for this purpose.’
After decades of stagnation, the nuclear industry has drummed up all kinds of ideas meant to revive the prospects for building reactors in the United States. Make the reactors smaller. Micro, even! Cool them with helium or molten salt instead of water. Invite the Koreans or Canadians to come teach us how to construct atomic power stations again.
Yet the startup bold enough to name itself The Nuclear Company launched in 2024 on a simpler thesis: Just go with the large-scale reactors we have built before, and construct them in bulk to bring down costs.
Essentially, do what the Chinese did.
While the U.S. struggled for 15 years to complete its first two Westinghouse AP1000s, the 1.1-gigawatt units designed at the dawn of this century to be America’s flagship nuclear technology, China built four in the same time period. Beijing then reverse-engineered the technology to make its own version with an entirely domestic supply chain. China now has 10 operating Hualong One reactors and at least 37 more on the way. The U.S. ultimately completed its first two AP1000s at Southern Company’s Alvin W. Vogtle Electric Generating Plant in eastern Georgia right around the same time.
The Nuclear Company was formed by hiring former managers who oversaw the Georgia project. Despite the Trump administration’s pledge to finance construction of at least 10 more large nuclear reactors, the only projects that have broken ground are new, first-of-a-kind small modular reactors that skeptics fear will face the same billion-dollar cost overruns that the AP1000s faced at Plant Vogtle — but without the same output of electricity to balance out the expenses.
On Wednesday morning, The Nuclear Company announced its most significant attempt at a Chinese-scale buildout yet. The firm unveiled plans to build 6.6 gigawatts of new, large-scale reactors at a greenfield site in Kentucky, along the Ohio River. Dubbed Prosperity One, the project would be located in Lewis County, on property once assembled for a coal-fired station that was later abandoned. The site sits half a mile from a 765-kilovolt transmission line that connects to PJM Interconnection, the nation’s second-largest and arguably most stressed grid system.
“Our entire company was built for this purpose,” Joe Klecha, The Nuclear Company’s chief nuclear officer and a former manager on the Plant Vogtle buildout, told me. “We recognize that this is different and unique in our country. We believe it’s very much needed.”
The project will begin with two reactors at a time; the Kentucky site has room for up to six. The Nuclear Company is already negotiating potential offtake agreements with electricity buyers to help finance construction, and it expects deals by next year. The company told me it has not yet decided whether it will run the Prosperity One as an independent power provider or sell the facility to a utility or another plant operator. “We are preserving all options and will make that decision as we pull the other partners onboard formally,” Klecha said.
Since its inception, The Nuclear Company has focused on the AP1000 as the most promising design in the U.S. That’s particularly true after the Nuclear Regulatory Commission certified the Vogtle Unit 4 design last week as the permanent, settled schematic for future AP1000s.
But Klecha left open the possibility of another technology. “The AP1000 is our basis for the site at this point, but we’ll continue to evaluate other options as we get through the site characterization,” he said. He expects that process to wrap up in “the first half of next year.”
The company’s options are limited, though. Last month, as I reported, South Korea agreed to help the U.S. build up to six new AP1000s at an as-yet-unspecified site in addition to constructing at least two APR1400s — that is, essentially the Korean version of the American technology. In theory, The Nuclear Company could build APR1400s, too. But it’s highly unlikely, since Westinghouse accused the state-owned Korea Electric Power Corporation of ripping off its technology for the APR1400 in 2022. That led to a yearslong lawsuit and settlement that gave the American company the right to demand royalties and keep Seoul out of markets where Westinghouse aims to compete.
The only other viable option is the ABWR. The world’s first so-called advanced reactor, the ABWR was built with General Electric’s boiling water reactor technology, which is used across about a third of the U.S. fleet. It serves as the second-most popular design after Westinghouse’s pressurized water reactor model. Japan successfully built four ABWRs over a decade from 1996 to 2006, and Taiwan nearly completed two before killing the project in a bid to phase out nuclear power altogether. The NRC certified the ABWR for construction in the U.S., but a project in southern Texas that aimed to build the first in the U.S. was scrapped about a decade ago.
“The ABWR has an impressive pedigree of construction success as well as experience being built to U.S. standards that is hard to find outside of the Vogtle project,” Brett Rampal, a veteran nuclear consultant who advises Deloitte and Veriten, told me. Still, he said, the AP1000 is the leading contender for the Kentucky site.
Rampal said Prosperity One represents a welcome break from how large-scale reactors have been planned in recent years. While most of the industry remains focused on small modular reactors, research I covered last month indicates the technologies could face worse cost problems than large-scale units, and the emerging consensus on building AP1000s focuses on expanding existing nuclear plants.
Indeed, The Nuclear Company’s first major deal was to help Brookfield Asset Management, which owns 51% of Westinghouse, complete a thwarted AP1000 project at the V.C. Summer plant in South Carolina. But other potential sites considered for new AP1000s included expansions of Florida Power & Light’s Turkey Point nuclear plant in Florida, the Tennessee Valley Authority’s Bellefonte nuclear station in Alabama, or even adding another two units to Plant Vogtle.
“A lot of the thoughts around AP1000s and large reactors have always been around existing or already-licensed sites,” Rampal said. “It’s very interesting to see TNC’s first project buck the trend of what folks have been talking about around the large reactor story in this country."
At least one thing is certain about The Nuclear Company’s approach: It will settle on one design. The company is animated by the need to avoid one of the U.S. nuclear industry’s biggest financial mistakes, known simply and derisively as “Whoops.” In 1983, the Washington Public Power Supply System — WPPSS — triggered what was then the largest municipal bond default in U.S. history after its buildout of several different reactor designs at once fell apart in a major boondoggle.
Building different reactors at Prosperity One “really goes against our mission, our vision, and our thesis as a company,” Klecha confirmed.
The key is repeating the same design over and over again so the project managers sort out the fastest, most efficient ways to build and workers hone skills in actually constructing the design. “Six AP1000 units on one site creates the scale and repetition needed to drive down costs and sends a strong signal to the supply chain,” Lin Yuan, the senior advisor at the Nuclear Scaling Initiative, a non-profit collaboration working to create the enabling commercial and policy conditions for safe and secure nuclear energy scaling, told me in an email. “Manufacturers and craft labor need to see a sustained order pipeline to invest in capacity, factory expansion, and training.”
Vogtle Unit 4 came online in 2024 roughly 30% cheaper and faster than Vogtle Unit 3, completed a year earlier. Klecha said that’s the minimum cost reduction The Nuclear Company expects for the first two reactors built at Prosperity One.
“The 30%, I would say, is the floor on the savings from the first unit to the second unit,” he said. “How do we capture those lessons? Obviously, our team’s experience. We have a pretty rigorous ‘lessons learned’ document.”
Soon, he hopes, there will be even more lessons learned — in concrete, rather than on paper.