How Tesla Takedown got its start
On a sunny April afternoon in Seattle, around 40 activists gathered at the Pine Box, a beer and pizza bar in the sometimes scruffy Capitol Hill neighborhood. The group had reserved a side room attached to the outside patio; before remarks began, attendees flowed in and out, enjoying the warm day. Someone set up a sound system. Then the activists settled in, straining their ears as the streamed call crackled through less-than-perfect speakers.
In more than a decade of climate organizing, it was the first time Emily Johnston, one of the group’s leaders, had attended a happy hour to listen to a company’s quarterly earnings call. Also the first time a local TV station showed up to cover such a happy hour. “This whole campaign has been just a magnet for attention,” she says.
The group, officially called the Troublemakers, was rewarded right away. TeslaCEO Elon Musk started the investors’ call for the first quarter of 2025 with a sideways acknowledgement of exactly the work the group had been doing for the past two months. He called out the nationwide backlash to the so-called Department of Government Efficiency, or DOGE, an effort to cut government spending staffed by young tech enthusiasts and Musk company alumni, named—with typical Muskian Internet-brained flourish—for an early 2010s meme.