‘Sell it!’ See protest against Elon Musk at Tesla dealership near Sacramento

More than a hundred protesters gathered at a Tesla dealership on Arden Way on Saturday to protest tech billionaire Elon Musk’s role in the Trump administration with pun-filled signs.

The protest, which lined both sides of the major Arden Arcade thoroughfare just outside the city of Sacramento, seemed to find a largely receptive audience of drivers.

“We’re out here in front of the Tesla dealership today protesting specifically Elon Musk. We’re pretty cool with Tesla electric cars,” said Holly Calderone, who helped organize the event.

“We’re really concerned about the people that work for the federal government that are being fired: People who make sure that our old folks get their social security checks on time, people who run the National Park Service, people who run our intelligence agencies.”

“This man — who no one elected — is making sure that the American people are less safe, less financially secure and that we have less access to the things that we as Americans are entitled to,” Calderone said.

A Tesla staff member said that no one at the dealership could comment.

The protest was peaceful. Vandalism and violence against the brand has been reported in recent weeks, including damage to Tesla charging stations in El Dorado County. Protests at area Tesla dealerships date back to at least Feb. 15, when one was held at the company’s Rocklin location.

“Sell it” was the frequent refrain as Tesla vehicles passed the protest.

“As good as Tesla’s first mission was, it’s now become soiled,” said protester Jennifer Hogan, who wore a Tesla Cybertruck costume with the word “swasticar” emblazoned on the back. She was hopeful people would continue to purchase electric vehicles from other brands.

This story was originally published March 9, 2025 at 6:00 AM.

Nathaniel Levine

The Sacramento Bee

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Bee visuals editor Nathaniel Levine joined the staff in 2003. His work has received awards from the Society of News Design, the Best of the West journalism competition and the California News Publishers Association, among others. A native Californian, Levine grew up in Grass Valley and attended UC Davis.