Tesla sales plunge free fall in Europe: -80.7 % in Sweden or -59 % in France. A deep crisis in particular in the face of the rise of Chinese manufacturers. Or by an Écorned Brand Image… Tesla CAUTION DANGER.
Alarming figures for Tesla in Europe
Tesla crosses a difficult pass on the European market. In April, the sales of the American manufacturer recorded spectacular drops in several key countries. In Sweden, the brand has seen its deliveries fall from 80,7 %selling only 208 vehicles against 1052 Last year at the same period. Sweden was already at the forefront in Tesla’s disenchantment. This therefore continues with the almost erasure of the manufacturer.
In France, the decrease reached 59,4 %with only 863 vehicles sold. A figure that brings back several years back. Denmark is not to be outdone, with a decrease in 67,2 %for a monthly total of only 180 units sold. In Portugal, the decline amounts to 33 % when it reaches 73.8 % in the Netherlands for a low volume since 2022 (382 units). Gadin also in Switzerland by 50 % to 227 copies.
Always and again folds
These figures do not represent a simple passenger slowdown. This is the Fourth consecutive month Tesla sales decrease in Europe. Already in March, a drop in 28,2 % had been noted, and the April data promises to be even more disturbing once all the statistics have been compiled.
In Norway, for example, homeland of the electric vehicle if there is one, Tesla’s market share has gone from 18 % to 11 % In one year, according to the local organization ofv.
We will also wait to take the pulse of final results in Germany as across the Channel … According to the first known elements, in April 2025, Tesla experienced a significant drop in sales in Germany, with a decrease of 32 % compared to April 2024.
On the contrary, in the first quarter of 2025, Tesla recorded growth of 6 % of its deliveries to the United Kingdom compared to the same period in 2024, from 11,768 to 12,474 vehicles. But not enough to compensate for the general output marked, and noticed, on the old continent …
The restyled model does not invert the trend
Elon Musk’s firm had a lot on the Y model restyling y To boost sales. Unfortunately, this strategy seems to have failed, at least in Europe where the update version was launched at the start of the year.
Unlike the explanations provided by Tesla in the United States, which evokes a production transition, this factor does not justify the decline in Europe, where the restyled version was already available.
-This indicates that the fall cannot be attributed solely to a simple production adjustment, but is rather deeper structural and competitive problems. There are nevertheless certain versions of the Y which are not yet fully available and which play a little on registrations.
Increasingly aggressive Chinese competition
In parallel with the fall of Tesla, the Chinese electric vehicle manufacturers progress quickly on the European continent. In Norway, for example, they now hold 12 % market sharesnacking directly on Tesla’s customers.
Offering models often cheaper Well equipped, Chinese brands become a credible alternative For many consumers. That the Norwegians, who have a long experience of battery electric vehicles, go to the 5th Chinese is a hell of a marker of the level they now reach. Indeed, in Norway, we have a premium that rolls. They therefore do not see it as a decline to move to the manufacturers of the Empire in the middle.
The competitive pressure is therefore intense, and Tesla can no longer rest on its image as a pioneer in the electric. European buyers, more sensitive to prices and technological innovation, are increasingly turning to other options.
The image of Elon Musk, a brake in Europe?
Another aggravating factor may well be the public image of its CEO, Elon Musk. Its political positions and controversial declarations have been able to Main part of European customershistorically more sensitive to social and environmental issues.
In a market where the notoriety of the brand plays an essential role, Musk’s personality now seems to act as a obstacle Rather than an asset. This further complicates Tesla’s task to straighten the bar in Europe even though a departure has been mentioned … then denied … Everyone will judge the relevance of mixing the manufacturer and its boss. The fact remains that many seem to turn away from Tesla for that.
Our opinion by leblogauto.com
Faced with this storm Tesla is at the crossroads. Between fierce competition, sales in free fall, a declining image and questionable strategic choices, the brand must imperatively Review your European strategy.
Without rapid and effective measures, Tesla could lose its dominant position on one of the most dynamic markets for electric mobility.
Credit Illustrations: IIHS and TESLA.
