Tesla’s European Sales Dip as EV Market Thrives
Across Scandinavia and France, Tesla’s sales continued to decline in February, eroding its market share within a booming electric vehicle (EV) market. Recent data from several European countries, including Norway, Denmark, Sweden, and France, paints a consistent picture of Tesla’s challenges.
Norway
In Norway, where EVs accounted for 94.7% of new car sales in February, registrations of Tesla vehicles halved compared to February 2024. Data from the Opplysningsrådet for veitrafikken (OFV), Norway’s Road Traffic Information Council, showed that the number of Tesla registrations decreased by 44.4% across the first two months of the year. Only 917 Tesla cars were sold in February. This figure trailed behind Volkswagen, which sold 1,323 vehicles, and was significantly lower than the 1,778 Teslas sold in February 2024 (when Volkswagen sold only 594 cars).
Sweden
Battery EVs constituted 31.9% of new car sales in Sweden for February, totaling 6,872 units. Plug-in hybrid EVs captured 24.4% of the market, and electric hybrids held 12.8%. Notably, sales of new petrol vehicles fell to 21.2%, indicating that electrified vehicles accounted for nearly 70% of the new car market. However, despite this strong showing for EVs overall, Tesla sales fell by 42% compared to February 2024, with only 613 vehicles sold. The popular Tesla Model Y saw a 52.1% drop in sales.
Denmark
In Denmark, Mobility Denmark reported EV sales of 7,734 for February, representing 65% of total car sales for the month – a 72% increase compared to the same period last year. While specific model sales are harder to come by, Reuters reported that new Tesla registrations in Denmark decreased by 48% to 509 vehicles.
France
The EV market in France wasn’t as robust as in its Scandinavian neighbors, with electrified vehicles only accounting for 22% of new car sales for February, according to the French vehicle association PFA. This was marginally down from the 26% market share recorded in February 2024. Tesla sales in France also dropped significantly, with 2,395 new Teslas sold in February, compared to 3,244 in February 2024, a 26% decrease. The year-to-date sales of 3,536 represent a 44% drop over the same period a year earlier.
Further illustrating Tesla’s challenges, the Model Y, which was the best-selling EV in France in 2024 and the 10th most sold car overall, has fallen to the 27th most popular car in the first two months of this year, with sales of 2,378. In contrast, EVs like the Peugeot 208 (12,832), Renault 5 (5,847), and Citroen e-C3 (4,606) have outsold it.
These figures reflect the continued evolution and popularity of the EV market in Europe. While some countries see EVs dominating new car sales, others, like France, are experiencing steady growth. The data also highlights a more recent downturn in Tesla’s influence, which many analysts attribute to controversies surrounding CEO Elon Musk.
While some claim these numbers represent a temporary dip due to inventory issues and anticipation for the updated Model Y, these explanations are being met with skepticism. Figures released by the European Automobile Manufacturers’ Association (ACEA) towards the end of February indicated that Tesla only sold 9,945 units in January, a 45% decline from 18,161 in the same month the previous year—despite an overall 37% growth in EV sales. In addition, market analyst Schmidt Automotive Research noted that Tesla’s declining sales are not just a one-off event and are related to Elon Musk’s public persona.
Musk has drawn controversy in Europe for expressing support for the AfD and other right-wing parties and individuals. Weekend demonstrations at Tesla showrooms and dealerships across the United States and internationally further emphasized consumer dissatisfaction with the brand.
