Musk's Name Was Meant to Enhance His Business, But Now Clients Are Sabotaging It Instead | Carscoops

Musk's Name Was Meant to Enhance His Business, But Now Clients Are Sabotaging It Instead | Carscoops

      Ukrainian-born Steve Riabov, who once admired Elon Musk, now believes the Musk name is harming his successful remodeling business in the United States.

      A person who named his company after Elon Musk is undergoing a rebranding process after the Tesla CEO became controversial.

      Steve Riabov will need to invest over $15,000 to update the name and permits for Musk Construction.

      Riabov, originally from Ukraine, states that Elon Musk’s values no longer reflect his beliefs or those of his clients.

      Some brands improve with age, much like fine wine. In contrast, brands closely linked to Elon Musk seem to sour over time. In the current volatile business environment, a name can quickly turn into a liability, prompting a need for rebranding.

      Many industry experts speculate that Elon Musk’s personal actions, views, and his association with former President Trump may have permanently harmed Tesla’s business. However, Tesla is not the only company feeling the adverse effects of being associated with the South African billionaire.

      Related: New York Moves To Shutdown Tesla As Political Fury Erupts

      One American entrepreneur who admired Musk so much he named his business after him is now embarrassed by that link and is rebranding. Steve Riabov immigrated to the U.S. from Ukraine in the 2010s, using his handyman skills, strong work ethic, and reliability to establish a remodeling company in the Bay Area, naming it Musk Construction Inc.

      “The name of MUSK Construction comes from MU meaning Multiple and SK representing Skills Construction,” Riabov explained in a Facebook post in 2022. “The name was inspired by Elon Musk, whose objectives and ideas align with mine.”

      However, as trends shift, Riabov now wishes to eliminate the Musk name and connection. He informed USA Today of a decline in sales and clients withdrawing from agreements due to concerns about being associated with Elon Musk. One client who had signed on for a bathroom remodeling project canceled after discovering an old YouTube video where Riabov praises the Tesla CEO.

      Beyond the financial implications, the 35-year-old is motivated by personal disappointment in Musk’s actions, notably his support for President Trump and the public criticism of Ukrainian President Volodymyr Zelenskyy during a February White House event.

      “I can’t stand it,” Riabov remarked to USA Today. “I don’t agree with all of his values anymore. I need to change the name.”

      The report indicates that changing the name to Rise Construction, along with new trademarks and permits, could cost between $15,000 to $20,000. Riabov has already removed the old branding from his red Tesla and discarded the “MUSK INC” and “MUSK UP” license plates.

Musk's Name Was Meant to Enhance His Business, But Now Clients Are Sabotaging It Instead | Carscoops Musk's Name Was Meant to Enhance His Business, But Now Clients Are Sabotaging It Instead | Carscoops Musk's Name Was Meant to Enhance His Business, But Now Clients Are Sabotaging It Instead | Carscoops

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Musk's Name Was Meant to Enhance His Business, But Now Clients Are Sabotaging It Instead | Carscoops

Steve Riabov, who was born in Ukraine, once looked up to the Tesla CEO, but now believes that the Musk name is harming his successful remodeling business in the United States.