Elon Musk chainsaw Elon Musk, head of the Department of Government Efficiency (DOGE), holds a chainsaw as he speaks at the annual Conservative Political Action Conference (CPAC).
Image: Saul Loeb / AFP
The tide is turning against Tesla and SpaceX founder Elon Musk. Many who bought Tesla cars are now beginning to sell their beloved electric vehicle cars. Many are reacting due to their disagreement with the entrepreneur’s involvement and actions in the US government.
The reaction is not just in America, but internationally. The Tesla boycott has also spread to Europe, where many people who once held a positive attitude towards Musk - the man behind the innovative companies that include Neuralink, SpaceX, X, and Tesla - now want nothing to do with his products.
This negative reaction in some countries is even greater with Trump policies in the mix, such as Canada. US President Donald Trump has repeatedly suggested that Canada should become the 51st state of the United States. While Canada initially viewed these comments as a joke, they are now viewed as a threat to its sovereignty and identity. Due to the tense relationship between the countries, many Canadians have been boycotting American goods.
South Africa has also been the victim of the changing nature of US policies towards the country. The situation with South Africa, however, is different. It seems the country is being punished. Could such punishment come in the form of a technology product ban? As these developments unfold, one has to wonder, would it be possible to survive without US technology products? Consider that this tech has become a core part of business and daily living. This column was written on an American-designed machine, the Apple MacBook.
Research about it has been conducted using Google, another American technology product. Discussions about its contents have been discussed widely on Slack and WhatsApp, both American technology products. After publishing it online, it will be distributed on X, Facebook, and LinkedIn, a group of social media products from the US.
A significant number of professionals in South Africa turn to US tech products to carry out their work. The idea of operating without US technology products sounds crazy and possibly suicidal for any serious business and professional. However, America doesn't seem shy of implementing policies that can hurt its own econony at the moment, such as a tariff war that raises inflation on US shores. So as painful as it may be, it may be necessary to start preparing for a world without access to these products. Most South Africans enjoy and love using American goods, and some love Elon Musk as an innovator. Unfortunately, it seems the current US leadership does not feel the same about South Africa anymore.
US-South Africa relations have deteriorated significantly since Donald Trump’s second term began in January 2025. Tensions escalated due to Trump’s criticism of South Africa’s land reform policies, which he and ally Elon Musk claim discriminate against white farmers, a charge South Africa denies. The US cut financial aid in February 2025, citing these policies and South Africa’s genocide case against Israel at the International Court of Justice.
Things escalted this weekend after Secretary of State Marco Rubio expelled South Africa’s ambassador, Ebrahim Rasool, declaring him “persona non grata.” Rubio accused Rasool of being a “race-baiting politician” who hates America and Trump, referencing Rasool’s webinar remarks about Trump mobilising a “supremacist instinct.”
So the question to ask is, "What's next?" as the relationship lurches to new lows.
In the interest of punishing South Africa, there’s nothing that may stop the US from selling its products to the South African consumer. In the same way that the South African ambassador to the US was booted out with a tweet, US tech products may disappear just like that in South Africa.
Such a possibility is not far-fetched when one considers the fact that the current attitude is such that South Africa is committing crimes against humanity. Whether this is true or not is not really the issue. Some have really convinced themselves that South Africa is a terrible place, and that is enough to trigger some form of isolation. Such an isolation may come in the form of denying South Africa productivity tools such as technology products. In such a case, what will be the alternatives?
For now, it seems Chinese tech products may be the alternative. Already South Africans have embraced Chinese technology. Consider cars such as Haval as well as digital devices from Huawei. All of these tech products are now entrenched in the South African market. For businesses, the challenge may arise if there’s too much dependency on US tech products. A sudden switch-off may destroy a business within a short space of time.
It may therefore be ideal for shrewd South African businesses to diversify their technology infrastructure investments away from America due to the unpredecented policy uncertainty the current Trump administration has ushered in. It may be necessary to ensure that business technology infrastructure is spread across various regions of the world.
This approach could enable ease of transition in the event of a technology ban. Through the BRICS partnership, South Africa is aligned with Russia and China, both regions of the world that have alternative technology. China and Russia can survive without US technology. Can South African businesses survive without US technology? Isn't this a new risk we need to add into the mix?
Wesley Diphoko is a Technology Analyst and Editor-in-Chief of Fast Company (South Africa) magazine.
Image: Supplied
Wesley Diphoko is a Technology Analyst and Editor-In-Chief of FastCompany (SA) magazine.
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