Tesla Sales Slide in Europe as EV Market Booms
Tesla’s vehicle sales faced a downturn in February across several European markets, including Scandinavia and France, even as the electric vehicle (EV) market continued to expand significantly. New car sales figures released on Monday for Norway, Denmark, Sweden, and France revealed a consistent trend: Tesla’s market share is eroding.
In Norway, where EVs accounted for 94.7% of new car sales in February, data from the Opplysningsrådet for veitrafikken (OFV), Norway’s Road Traffic Information Council, indicated that Tesla registrations had halved compared to February 2024. Sales for the year’s first two months are down by 44.4%.
A total of 917 Tesla cars were sold in Norway in February, trailing Volkswagen’s 1,323. This is a significant drop from the 1,778 Teslas sold in February 2024, a month when Volkswagen sold only 594 vehicles.
In Sweden, battery EVs held a 31.9% market share of February’s new car sales, totaling 6,872. This surpasses plug-in hybrid EVs, which accounted for 24.4%, and electric hybrids, with 12.8%. Sales of new petrol vehicles were only 21.2%, signifying that electrified vehicles accounted for nearly 70% of new car sales.
Despite the strong performance of EVs overall, Tesla sales in Sweden fell by 42% compared to February 2024, with only 613 vehicles sold. The popular Tesla Model Y saw a 52.1% decrease in sales.
Denmark saw 7,734 EV sales in February, according to Mobility Denmark, representing 65% of total car sales for the month. This is a 72% increase compared to the same month last year. While specific model sales are challenging to obtain, Reuters reported that new Tesla registrations in Denmark dropped by 48% to 509 vehicles.
The EV market in France wasn’t as robust as in its Scandinavian counterparts. Electrified vehicles accounted for just 22% of all new car sales in February, according to the French vehicle association PFA. This is a slight decrease from the 26% market share recorded in February 2024.
Tesla sales in France took a significant hit last month, with only 2,395 new Teslas sold compared to 3,244 in February 2024, marking a 26% drop. This follows a decline in January, with year-to-date sales of 3,536, a 44% decrease compared to the previous year.
Further highlighting the company’s challenges, the Model Y was the top-selling EV in France and the 10th overall best-selling car in 2024. However, within the first two months this year, it has dropped to the 27th most popular car, with sales of 2,378. This is behind EVs like the Peugeot 208 (12,832), Renault 5 (5,847), and Citroen e-C3 (4,606).
These figures demonstrate the continuing success and expansion of EVs in Europe. For some nations, EVs dominate the new car market. For others, they still show consistent growth. At the same time, the recent trend of Tesla’s declining influence is very apparent, which many attribute to CEO Elon Musk’s involvement in U.S. politics.
Some suggest that Tesla’s sales slump is a temporary setback linked to inventory levels and anticipation for the refreshed Model Y. These explanations are, however, starting to lose credibility.
Figures published toward the end of February by the European Automobile Manufacturers’ Association (ACEA) also revealed that Tesla sold only 9,945 units in January. That represents a 45% decrease when compared to 18,161 sold during the same month the previous year. This occurred despite a 37% growth in overall EV sales.
New data from respected EV market analyst Schmidt Automotive Research further highlighted Tesla’s difficulties, noting that the company’s sales decline is not simply a one-off event unrelated to Elon Musk’s political views. Musk has generated controversy in Europe for his support of AfD and other far-right parties.
The growing negative sentiment towards Tesla was further displayed over the weekend, as dozens of demonstrations were staged at Tesla showrooms and dealerships throughout the U.S. and internationally.
