09:17 AM EDT, 04/01/2024 (MT Newswires) -- The number of potential Tesla (TSLA) buyers in the US is declining, partly because of Chief Executive Elon Musk's polarizing image, Reuters reported Monday, citing a survey by the market intelligence firm Caliber.

Caliber's "consideration score" for Tesla fell to 31% in February, less than half its high of 70% in November 2021 when the firm started tracking consumer interest in the brand, the report said.

While Caliber's scores for Mercedes, BMW and Audi increased to 44% to 47%, Tesla's score fell 8 percentage points in February alone, Reuters said.

Caliber reportedly found that 83% of Americans connect Musk with Tesla, and cited strong associations with the reputations of Tesla and its CEO for the "consideration score."

Separately, Tesla on Monday raised prices for all Model Y cars in the US by $1,000, according to media reports.

Tesla did not immediately respond to a request for comment.

(Market Chatter news is derived from conversations with market professionals globally. This information is believed to be from reliable sources but may include rumor and speculation. Accuracy is not guaranteed.)

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