Ukranian-born Steve Riabov once idolised the Tesla CEO but now feels the Musk name is damaging his thriving remodelling company in the US
April 29, 2025 at 13:51
- A man who named his company after Elon Musk is rebranding after the Tesla CEO became toxic.
- Steve Riabov will have to spend more than $15k to change Musk Construction name and permits.
- Ukranian-born Riabov says Elon Musk’s values no longer align with his own views or his clients’.
Some brands age like fine wine. Others, like anything tied too closely to Elon Musk, seem to curdle in the sun. In today’s unpredictable business climate, even a name can become a liability faster than you can say “rebrand.”
Many industry watchers speculate that Elon Musk’s personal views, actions and relationship with President Donald Trump may have permanently damaged Tesla‘s business. But the automaker isn’t the only company experiencing ill effects from an association with the South African billionaire.
Related: New York Moves To Shutdown Tesla As Political Fury Erupts
One American business owner who loved Musk so much he named his own company after him is now ashamed of the connection and is rebranding. Steve Riabov came to the US from Ukraine in the 2010s and used his handyman skills, strong work ethic and dependability to set up a remodelling company in the Bay Area, calling it Musk Construction Inc.
“The name of MUSK Construction comes from MU standing for Multiple and SK meaning Skills Construction,” Riabov wrote in a 2022 Facebook post. “The name was inspired by Elon Musk, whose goals and ideas are similar to mine.”
But times, like remodelling trends, change, and now Riabov is desperate to rid himself of the Musk name and connection. He told USA Today that he’s experiencing a sales slowdown and clients backing out of deals due to fears of being affiliated with Elon Musk. One client who had signed up to have their bathroom remodelled reneged when they came across a YouTube video made years ago in which Riabov praises the Tesla chief.
It’s not only fears over his business health that have pushed the 35-year old to act though, but a personal sense of disappointment over many of Musk’s moves, including his support for President Trump and VP Vance’s public attack on Ukranian leader Volodymyr Zelenskyy in the White House in February.
“I can’t stand it,” Riabov told USA Today. “I no longer align with all of his values. I have to change the name.”
The report suggests changing the name to Rise Construction with new trademarks and permits could cost $15-20,000. Riabov has already got rid of the old branding on his red Tesla and ditched the “MUSK INC” and “MUSK UP” license plates.
Images: Musk/Rise Construction
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