Tesla is in a bit of a tailspin, and it seems like the collective angst over Elon Musk’s antics is taking the wheel. Sales in the U.S. took a nosedive for February, dropping nearly 6% from last year, signaling that the shine is starting to wear off the electric titan.

In February, the company managed to move only 43,650 EVs, which, when compared to the slumping European market (where sales are down over 75%), seems moderate. But who are we kidding? A drop is still a drop, folks. The Cybertruck and Model 3 saw sales plummet by 32.5% and 17.5% respectively. What’s more, experts suggest that waiting for the oh-so-anticipated Model Y refresh and facing stiff competition could be part of the reason some folks are parking their Teslas for good.

Then there’s TeslaTakedown, a grassroots uproar against Musk’s increasingly erratic behavior, with heartwarming protests that feature everything from quirky Mariachi bands to giant cardboard Cybertrucks standing defiant in front of showrooms across 100 cities. It’s a colorful spectacle as they let passersby know just how displeased they are with Musk’s antics.

The man who kickstarted all this? Alex Winter, not just a stuffy documentary maker, but also a certain time-traveling Bill from Bill & Ted’s Excellent Adventure. He’s on a mission to debunk the glamour surrounding the Tesla brand. “We aim to devalue the brand. It’s a very simple and effective means for people to get onto the street and protest,” he says, because sometimes a cardboard Cybertruck is mightier than the actual one.

Ding dong, the brand is losing its luster. More people are abandoning their Teslas in droves, and with names like Sheryl Crow hopping on the anti-Tesla train, it’s clear the discontent is reaching a fever pitch. The avant-garde activists are even getting the backing of sociologists studying civil movements, suggesting that when enough people get frustrated, change is imminent.

It turns out the more people protest, the more momentum the movement gains. And while Tesla may still dominate the EV market with a commanding 48.7% share, there’s a nagging feeling in the air that change is brewing. It’s a classic case of, “Can the mystique survive the reality?”

As Tesla’s valuation dips below $1 trillion and Musk loses a staggering $100 billion in net worth, it’s safe to say his reckless brand of humor may not be the punchline he thinks it is. A world where Teslas are no longer seen as the ultimate status symbol? That sounds like a dream come true for many.

When a company’s CEO starts becoming more associated with controversy than innovation, you can bet the customers will start to rethink their allegiance. Tesla better watch its back because the protestors are revving up, and everyone loves an underdog story.