Tesla sales collapse in France: -60 % in April! Competition, brand image, production … What are the causes? Does the solution arrive? Click to find out.
Imagine a brand which, a few years ago, redefined the future of the automobile with futuristic electric cars, becoming the symbol of innovation. Today, this same brand sees its sales collapse in France, with a dizzying fall from nearly 60 % In April 2025. How did a pioneer company like Tesla get there? Between increased competition, internal and controversial challenges around its manager, the French market seems to turn its back on the American giant. Let’s dive into the reasons for this tumble and explore what the future has in Tesla.
A brutal fall on the French market
The French automotive market is going through a difficult period. In April 2025, new car registrations fell 5,64 % Compared to the previous year, with a total of 138,694 registered vehicles. Over the first four months of the year, the decrease increases to 7,4 %with 548,779 vehicles sold. In this gloomy context, Tesla is unfortunately distinguished by an even more alarming performance.
In April, only 863 Tesla found takers in France, a drop in 60 % compared to April 2024. Since the beginning of the year, registrations of the American manufacturer have dropped 44 %with barely 7,556 vehicles sold. These figures, well below expectations, contrast with the former untouchable brand of Tesla. But what are the causes of this rout?
Chinese competition: a major challenge
If Tesla has long dominated the market electric carsChinese manufacturers like Byd or Nio are now changing the situation. These brands offer innovative vehicles, often at much more competitive prices. In France, where purchasing power remains a major concern, this competition hurts.
Chinese models are distinguished by modern designs, advanced technologies and attractive rates. For example, some Chinese electric SUVs are sold at less than 30,000 euros, where Tesla, such as Model 3, often exceed 40,000 euros. This price difference, coupled with a clear progression quality, is attracting more and more French consumers.
“Chinese manufacturers have learned pioneers like Tesla and today offer credible alternatives at unbeatable prices. »»
A car market analyst
To illustrate this rise in power, here are some key figures:
- Sales of Chinese electric cars in Europe have jumped 30 % In 2024.
- Byd has sold more than 20,000 vehicles in France since January 2025.
- Chinese manufacturers’ market shares now reach 12 % A Europe.
An aging range and production delays
Another key factor in the fall of Tesla is the lack of renewal of its range. While competitors unveil new models each year, Tesla is still largely based on its Model 3 and Model Y, launched several years ago. Although these vehicles remain efficient, they struggle to surprise in a constantly evolving market.
Added to this are production problems. In the first quarter of 2025, the world production of Tesla fell from 16 %passing to 362,615 units. Complex software updates have delayed the exit from factories vehicles, reducing the availability of models on the French market. These logistics setbacks have weakened Tesla’s position in the face of more agile competitors.
Elon Musk’s shadow: a controversial image
Difficult to talk about Tesla without mentioning its emblematic leader, Elon Musk. If her entrepreneurial genius has propelled Tesla at the top, her recent positions arouse controversy. In Europe, and particularly in France, its support for controversial political movements has tarnished the image of the brand.
Demonstrations hostile to Musk and Tesla broke out in several European cities, sometimes accompanied by acts of vandalism targeting the brand’s cars. These incidents, although marginal, have a psychological impact on consumers. Some are hesitant to buy a Tesla, for fear of being associated with a divisive public figure.
-“The image of a brand is crucial. Elon Musk’s positions, perceived as extreme by some, have a rejecting effect on part of the buyers. »»
Un Expert en Marketing Automobile
However, Musk remains supported by the Tesla board of directors. Faced with rumors of a possible replacement, the president of the council, Robyn Denholm, said on social networks her confidence in musk to straighten the bar. The latter also denied any intention to leave his post, qualifying the speculation of “false”.
The second -hand market: another alarm signal
The Tesla crisis is not limited to sales of new vehicles. The second -hand market also reveals flaws. The used Tesla accumulates on resale platforms, often at braded prices. For what ? An excess offer, coupled with demand at half mast, makes the value of the models fall.
In France, it is not uncommon to find a model 3 of 2022 unless 25 000 eurosa discount of almost 40 % in three years. This situation worries the current owners, who see the value of their vehicle melt, and dissuades the new buyers, little reassured by the low resale.
| Model | New price (2022) | Used price (2025) | Discount |
|---|---|---|---|
| Tesla Model 3 | 42 000 € | 25 000 € | 40 % |
| Tesla Model Y | 50 000 € | 32 000 € | 36 % |
A glimmer of hope: the affordable tesla
Faced with these challenges, Tesla puts on an ambitious project: an electric car affordablewhose price would be less than 25 000 euros. This model, expected for the first half of 2025, could revive the attractiveness of the brand in France and Europe. The objective is clear: democratize access to electric cars and counter Chinese competition.
However, the manufacturer’s silence on this project arouses questions. No prototype has been revealed, and the deadlines seem uncertain. Tesla plans to produce 250,000 units From this model in the United States in 2026, with a progressive extension to China and Europe. But in such a competitive market, any delay could be fatal.
To better understand the challenges, here are the strengths of this project:
- Points forts : Attractive price, Tesla expertise in electric technology, well -established charging network.
- Weak points: Potential delays, competition already well installed, brand image to be rebuilt.
Perspectives for Tesla in France
Tesla’s situation in France is worrying, but not desperate. To bounce back, the manufacturer will have to take up several major challenges:
- Innovate quickly: Launch new models to compete with Chinese brands.
- Improve production: Solving logistics problems to guarantee the availability of vehicles.
- Treat the brand image: Dissociate Tesla from the controversies linked to its manager.
- Offer competitive prices: The affordable Tesla should be a reality, and quickly.
In parallel, the electric cars market in France remains promising. With a stable market share to 18 %consumers are ready to adopt ecological vehicles, provided that prices and offer follow. Tesla, with her expertise and notoriety, still has a card to play.
A decisive turning point for Tesla
The fall in Tesla sales in France is an alarm signal for the electric car giant. Between aggressive Chinese competition, production problems and a weakened brand image, the American manufacturer crosses a storm. However, with projects like the affordable Tesla and a basic customer base, the future is not completely dark.
The challenge for Tesla will be to find the momentum that has made the brand a symbol of innovation. In the meantime, French consumers are spoiled for choice in an in full change automotive market. The question remains: Will Tesla be able to reinvent herself to win back France? Only the future will tell us.
And you, what do you think of Tesla’s situation in France? Can the brand bounce? Share your opinion in the comments!
