Dozens of so-called “Tesla Takedown” protests took place around the country over the weekend. One such rally took place at Somerset Mall in Troy, where more than 100 demonstrators gathered on the sidewalk outside because of the Tesla store inside.

Organizer Hank Kennedy says the goal of the protest is to get Elon Musk to leave his advisory role in the White House. They hope to hit the world’s richest man in his wallet by discouraging others from doing business with his electric car company, Tesla.

Listen: Tesla Takedown protestors rally outside Somerset Mall

“I do not think he has any conscience in his body,” says Kennedy. “I think the only way he will respond is if he feels some sort of economic pain.”

The stock market price for a share of Tesla has dropped by about 25% in the last month. It’s down 46% since President Trump took office.

Despite that downward trend, the electric vehicle maker is only down about 9% since the November election. Tesla’s value had soared to record highs in December.

Chris from Sterling Heights, who didn’t share his last name, says for him the protests are also about calling out the Trump administration’s policies, on issues like immigration.

“I can’t sit idly by anymore,” he said. It’s become too big of a deal, it’s too important now. If I just sit by on the sideline and just let it happen, I’m part of the problem.”

Kennedy says the group did get some support from passing motorists, who would honk or wave a fist in support.

“We also get some people who flip you the bird,” said Kennedy. “I had some friends of mine…last week somebody threw a cup filled with ice at them. And that’s why I think these charges that we’re violent are so ridiculous.”

There have been incidents of Tesla vandalism nationwide. However, law enforcement groups say those acts have been carried out by individuals and are not largely coordinated.