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How?
Reduces their desirability. People buy shit cars like that for status symbol. If people can turn buying and owning Tesla cars into something that reduces your social status people will be deterred from buying it, reducing sales, therefore tanking Tesla shares.
Op used the word directly, what you describe sounds more indirect to me. I may be a bit pedantic, but musk isn't going to pay to repair vandalized Tesla's.
They didn't spray paint the truck they drew in snow it appears from the picture. It's like someone not washing their car and you writing Wash me on the back. No harm done at the end of the day.
The Tesla share is so much on a bubble, that the 60% drop in sales didn't impact the share value at all. Between people not wanting to give their money to Musk, BYD attacking the EU/US market, and every brand offering some electric car this tendency will stay, I don't see how Tesla is worth 20 times more than Toyota.