While Uber got shellacked for its link to President Donald Trump, the electric carmaker and sometimes-rival Tesla Inc. has comfortably weathered its association with a president who has lower approval ratings than any predecessor in his first days in office.
Uber Technologies Inc. lost customers and drivers and became the subject of a campaign on Twitter that encouraged people to delete their Uber apps. The opposition compelled Uber Chief Executive Officer Travis Kalanick to quit Trump’s Strategic and Policy Forum. Meanwhile, Tesla faced relatively minimal backlash, and there’s been no comparable effort to boycott the carmaker’s products. Tesla CEO Elon Musk has said he has no plans to quit the committee.
The contrast is viewed as a double standard within Uber’s headquarters in San Francisco. In private conversations, senior management and investors have groused that Musk has emerged unscathed from his associations with a divisive president and his membership on the same business advisory group that Kalanick had to abandon, according to people involved in these discussions.
“That’s not representative of how we feel,” said Jill Hazelbaker, a spokeswoman for Uber. “No one working at Uber would want another company to experience what we have over the past few weeks.”
This wasn’t the first time Uber watched jealously as Musk sidestepped the very same obstacles encountered by the ride-hailing giant. In December, Uber deployed a small fleet of self-driving cars in San Francisco without applying for an autonomous vehicle license. When the California Department of Motor Vehicles came calling, Uber pointed to Tesla, saying it was only following the automaker’s lead. “What we are doing today is just like Tesla,” Anthony Levandowski, head of the company’s Advanced Technologies Group overseeing self-driving cars and other projects, said at the time.
Officials didn’t agree. The DMV revoked Uber’s car registrations, while Tesla drivers could continue letting their robotic cars guide them around town. Instead of filing the paperwork as more than 20 technology companies and carmakers have—including Tesla, which does so for the autonomous system it’s testing but not for cars with Autopilot—Uber relocated its vehicles to Arizona.
Each company is shaped by the outsize reputation of its founding leader. Whereas Kalanick is seen as a pugnacious Ayn Rand fanboy who champions free markets, Musk is a whiz bringing rocket ships, electric cars, traffic-busting tunnels, solar energy and other futuristic goodies to humanity. “Elon Musk absolutely has created the Tesla brand very much based on his personal brand,” said Daniel Binns, managing director at Omnicom Group Inc.-owned consulting firm Interbrand. “There’s a huge amount of positive goodwill for the brand, and therefore, if there was any sense of negativity, they’d be able to deal with it.”
The Tesla brand—and by extension, Musk’s—represents “a noble ambition: The vision is to make the world more sustainable by providing renewable energy sources, cars and battery sources,” Binns said. “Uber doesn’t have that. It’s not known for being a mission-driven organization.”
Tesla declined to comment. Uber’s Hazelbaker said: “We know we’ve made mistakes in the past, and we are working hard to serve riders, drivers and cities around the world.”
Of course, it’s a lot easier for people to demonstrate their dismay with Uber. They can delete an account and switch to a competing app. Drivers can change allegiances to Lyft Inc. and get a $1,000 sign-up bonus to boot. The U.S. rival ran a national ad campaign to capitalize on this conception of Uber as cold and uncaring. Lyft’s darling status among liberals is another source of consternation for the Uber camp, people familiar with the situation said. That’s because Lyft’s board includes representatives of funds founded by two Trump allies, Peter Thiel and Carl Icahn.