TESLA SALES CONTINUE TO PLUMMET IN EU AMID RISING COMPETITION

Thu 26 June 2025:

Tesla’s sales in Europe dropped 40.5% in May on a yearly basis, data showed that was released Wednesday by the European Automobile Manufacturers’ Association (ACEA).

Billionaire Elon Musk’s US-based electric vehicle company sold 8,729 units in May in the EU, ACEA’s report showed, while the figure was at 14,682 in May 2024.

In Europe, including the EU, the European Free Trade Association, and the UK, Tesla’s sales also fell 27.9% to 13,863 units in May, versus the same month last year.

Meanwhile, battery electric car sales soared 27.2% in May to 193,493 units in Europe.

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On the other hand, the Chinese automakers increased sales 111% year-on-year in May to 65,808 units, according to data from JATO Dynamics.

Their market share also doubled to 5.9%.

“Despite the EU’s imposition of tariffs on Chinese electric vehicles, its car brands continue to post strong growth across Europe,” said Felipe Munoz, global analyst at JATO Dynamics.

“Their momentum is partly due to their decision to push alternative powertrains, such as plug-in hybrids and full hybrids, to the region,” he added.

Tesla’s sales have been rapidly declining in Europe in recent months due to Musk’s controversial political stances, his intervention in European politics and the rapid competition from Chinese brands.

Tesla’s sales in Europe plummeted in 2025, with declines like 49% in April and 45% in January, driven by multiple factors tied to Elon Musk and market dynamics.

Musk’s vocal support for far-right groups, like Germany’s AfD, and his role in Trump’s administration, particularly with the Department of Government Efficiency, sparked widespread backlash. Protests, vandalism, and boycotts targeted Tesla showrooms, with many consumers turned off by Musk’s polarizing political actions. Meanwhile, Tesla faced fierce competition from Chinese EV makers like BYD, which surpassed Tesla in global revenue, and European brands offering cheaper, newer models.

An aging Tesla lineup and the Model Y refresh failing to gain traction also hurt sales. Despite a growing EV market in Europe, up 34% in January, Tesla’s brand damage and market challenges led to significant losses.

SOURCE: INDEPENDENT PRESS AND NEWS AGENCIES

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