Elon Musk appears be to turning off potential Tesla buyers with his embrace of far-right politicians around the world, analysts say, and the hit couldn't come at a worse time.

Tesla sales plunged 45% in Europe in January, according to research firm Jato Dynamics, even as overall electric vehicle sales rose. That comes after a report of falling sales in California, its biggest U.S. market, and the first annual drop globally for the company last year.

“I don’t even want to drive it,” said Model 3 owner John Parnell, a Democrat from Ross, California, adding that he also is cancelling his order for the company’s Cybertruck, losing a $100 deposit. “He’s destroying the brand with his politics.”

The sales numbers were particularly bad in Germany and France in January, down roughly 60% each, more than the average decline for the more than two-dozen European countries surveyed. Sales in France fell another 26% in February.

More worrisome was the breakdown for Tesla’s individual models. Sales of Tesla’s Model 3 dropped 33% across all European countries even though that car is not being updated and there is no reason for buyers to wait