Tesla's reputation has improved in all four Nordic countries this year, according to the 2026 edition of the Reputation & Trust survey by the Finnish research firm Reputation and Trust Analytics, published on 11 November 2026. It questioned 21,625 people aged 15 to 65 in Sweden, Finland, Norway and Denmark between 13 May and 24 June 2026, so it measures opinion in late spring rather than today.
Up in every country
| Country | Change in Tesla's score | Where Tesla stands |
|---|---|---|
| Denmark | +0.51 | 3.09, a "moderate" reputation |
| Sweden | +0.41 | Up from "very poor" to "poor" |
| Norway | +0.26 | Biggest improvement of any company, still among the weakest |
| Finland | +0.10 | Not published |
Scores run from 1 to 5, and each company's score is the average of eight areas: governance, finances, leadership, innovation, interaction, products and services, workplace and responsibility. In the firm's model, 2.50 to 2.99 is a poor reputation and 3.00 to 3.49 a moderate one. Respondents rated only companies they knew and felt able to judge.
In Sweden, Tesla was the company whose reputation improved most, and the firm's Swedish release calls the 0.41-point rise one of the largest it has measured since its surveys began in Finland in 2013. In Norway, Tesla had the biggest fall of any company in last year's survey; this year it had the biggest rise, the Norwegian news site inyheter.no reports, but its reputation is still among the weakest there.
Why it moved
Stefan Wallin, a senior adviser at the firm and a former Finnish minister, links the rebound to changed views of Tesla's leadership and greater faith in its financial performance across the region. "That trust in Tesla's management has returned can be explained by the fact that the company's founder Elon Musk has been less visible in political contexts during the measurement period," he says in the release.
In Sweden, the biggest gain came, "somewhat surprisingly", in interaction, which measures how a company listens to and understands the people it deals with. Wallin suggests that the result may reflect the conflict between Tesla and the union IF Metall showing signs of easing in early summer, when the survey was taken. IF Metall ended its strike against Tesla in August, after the fieldwork had closed.
What it does and does not show
The survey asks the general public, not Tesla owners, and it says nothing directly about sales. But it uses the same model and the same questions in all four countries, so the results can be compared across borders. It puts numbers on a turn in Tesla's image in four of its most important European markets, where its standing had been falling for several years, most steeply in Norway last year. Owners say the same: in the Norwegian EV Association's Elbilisten survey this spring, 24% said they would avoid a Tesla for political reasons, down from 43% a year earlier. Denmark is the only country for which the firm has published Tesla's actual score: 3.09, inside the moderate band.