- Over the past year, Tesla’s share of the European EV market has fallen to 7.2 percent.
- Anti-Elon Musk sentiment and a growing number of competitors from EVs are hurting Tesla.
- Tesla sales have jumped considerably in Norway and Spain thanks to the new Model Y.
For much of the past year, Tesla sales have been consistently dropping across major European markets. Unsurprisingly, this downward trend is continuing, although there has been some welcome reprieve for Tesla in a handful of markets thanks to the arrival of the heavily updated ‘Juniper’ Model Y.
The good news for Tesla starts in Norway. In June, Tesla sales jumped 54 percent in the country. The arrival of the new Model Y was a major boost, with registrations increasing 115.3 percent to 5,004 units. Similarly, Tesla sales rose by a considerable 60.7 percent in Spain to 2,632 units. This was also largely down to the new Model Y, with its sales rising 127.2 percent to 1,179 units. Sales in Portugal also rose 7.3 percent.
Read: Europe Keeps Buying More EVs Just Not From Tesla
Despite these strong-performing markets, there was a bloodbath in many other countries. In Sweden, things were particularly bad, with Tesla scoring a 64.4 percent decline last month compared to June 2024. As noted by Reuters, sales in Denmark have also collapsed by 61.6 percent. Despite the new Model Y now being available in Denmark, sales of Tesla’s best-selling model still dropped 31.2 percent to 1,155 units.
Other countries followed the same trend. In France, Tesla sales are down 10 percent, while in Italy, they fell by 66 percent.
Schmidt Automotive reports that Tesla has endured six year-on-year losses in quarterly new registration volumes across Western Europe, and is now staring down a seventh. Tesla’s share of the EV market shrank across the region to 7.2 percent in May, down from the 12.6 percent share it had in May 2024.
While Tesla CEO Elon Musk is no longer a special government employee under the Trump administration, it seems his involvement in politics is still having a major impact on European car shoppers. In addition, an ever-growing number of EVs from China are making their way to local shores, stealing market share from Tesla.
