The end of a golden era for Tesla

Currently, on the French market, Tesla remains the auto manufacturer offering electric cars with the best quality-price ratio. The French public is still sensitive to this, the Tesla Model Y was the best-selling electric car in France in 2024, it even slipped into the TOP 10 in all categories combined.

Despite this, the year 2024 is marked by the first historic drop in sales. The American group said it delivered 1,789,226 vehicles worldwide during the year, a slight decrease from 1,808,581 in 2023.

A dropout for Tesla in 2024

How can we explain this dropout? The reasons are multiple and complex. First, there is the intensification of competition, particularly in China where BYD has established itself as a formidable rival with 1.76 million electric vehicles sold in 2024, to which are added 2.49 million hybrids. rechargeable.

Then, the controversies surrounding Elon Musk, who is strongly politically involved, notably by supporting Donald Trump with a donation of more than 250 million dollars. He is fully committed to the new American president, and his declarations are now daily on this subject.

The boss of Tesla and SpaceX attacked Keir Starmer's government in the United Kingdom on X. He also called for the release of a far-right activist.

Elon Musk's influence in far-right parties extends across Europe, beyond the United Kingdom. In an article published in Die Welt am Sonntag on December 29, he showed his support for the German far-right party, the AfD, which according to him represents the country's “last glimmer of hope”. A position taken just a few weeks before the German federal elections.

Finally, the absence of major new products in the Tesla range, while traditional manufacturers are increasing their launches.

Faced with these challenges, Tesla is approaching 2025 in a unique position: that of a contested leader who must prove its ability to reinvent itself. Investors, for their part, seem to be betting on the distant future more than on the present, as evidenced by the spectacular rise in shares on the stock market at the end of 2024, driven by the promises of autonomous driving, with the Cybercab, and humanoid robots.

Juniper will not work miracles

The restyling of the Model Y, scheduled for early 2025, raises more questions than enthusiasm. If we rely on Tesla's previous updates, notably that of the Model 3, the developments could even be accompanied by equipment removals.

To go further
The new restyled Tesla Model Y is already rolling in Europe

The disappearance of commodos leads to excessive simplification. Will a simple facelift be enough to boost sales? Not so sure.

The Musk effect intensifies

Impossible to escape: Elon Musk has become a liability for Tesla. With his $250 million in donations to Trump and his increasingly radical political positions, he is driving away a large portion of potential customers.

And this is not insignificant: buyers of electric cars are mainly progressive and eco-friendly – ​​the complete opposite of Elon Musk's current positioning. We see customers swearing that they will never buy a Tesla again, solely because of the escapades of their CEO. Unheard of for an automobile brand.

To go further
Elon Musk appointed by Trump: the boss of X and Tesla in charge of American government efficiency

Tesla's customer satisfaction rate remains the highest in the industry, but will that be enough to maintain its dominant position?

The affordable Tesla? A mirage

Let's talk directly: the $25,000 Tesla, we no longer believe in it. Elon Musk has been talking about it for years, but we still haven't seen anything.

To go further
Tesla Model 2: everything we know about the $25,000 electric car

Not a single leaked prototype, not a single photo stolen from a test circuit, nothing. And in the automobile industry, it's a fact: when a new model is due to come out during the year, we know it months in advance.

Rumors are circulating, spy photos are multiplying. There, total nothingness.

To go further
Tesla Model 2: why the affordable $25,000 electric car would actually be a mini Model Y

The Chinese are flooding the market

Meanwhile, Chinese manufacturers are flooding the market with electric cars at all prices. BYD, MG, Xpeng, Leap Motor, Xiaomi, Nio, Zeekr… and so on. Gone are the days when Tesla was alone on his playground. The reality is brutal. Even European manufacturers are doing better and better, like Renault, Volkswagen, Audi, Mercedes… but also Koreans like Hyundai and Kia.

To go further
Chinese electric cars: is the invasion really taking place in France? Here is the reality of the numbers

2025 is a momentous year for Tesla. The American brand must manage three time bombs: a range that is aging, a boss who scares away customers, and competitors who have a lot of ambition. The electric king is naked, and everyone sees him.

Certainly, Tesla retains its strengths – notably the highest customer satisfaction in the sector. But between Elon Musk who goes on a political crusade and the Chinese who innovate faster, 2025 could well be the year where everything changes.