Tesla

Tesla Sales Plunge Across Europe Despite Growing Demand for EVs

Tesla is facing a sharp decline in sales across several European countries, signaling deeper challenges for the U.S. electric vehicle giant as competition stiffens and public sentiment shifts.

Despite the broader rise in electric vehicle (EV) adoption across Europe, new data shows Tesla’s performance dropped steeply in April. The company recorded year-over-year sales declines in key markets including the United Kingdom, Netherlands, Denmark, Portugal, Sweden, and France, according to figures from local automotive industry associations.

In the UK, Tesla’s April sales fell by 62%, according to the Society of Motor Manufacturers and Traders (SMMT), even though overall EV sales rose by 8%. The picture is similarly bleak elsewhere: sales dropped 67% in Denmark, 74% in the Netherlands, 33% in Portugal, 81% in Sweden, and 59% in France.

The downturn follows a broader European trend. Tesla’s regional sales declined 36% in the first quarter of 2025, even as total EV sales across Europe rose by 24%, according to the European Automobile Manufacturers’ Association.

While Tesla has not publicly addressed the latest monthly sales slump, analysts point to several possible reasons—including growing backlash against CEO Elon Musk. His political views and support for far-right candidates in Germany and the UK have sparked criticism and protests across the continent. In addition, Musk’s ties to former U.S. President Donald Trump and concerns about potential tariffs on European imports may be alienating European consumers.

However, Musk’s controversial image isn’t the only factor. Analysts also highlight intensifying competition from global automakers, particularly BYD, the Chinese EV manufacturer expected to surpass Tesla as the world’s top EV seller this year. Tesla’s relatively narrow model lineup and pricing strategy have also faced scrutiny in light of broader market shifts and evolving consumer expectations.

Tesla’s troubles come after the company reported its first annual sales drop in 2024, followed by a historic 71% fall in quarterly net income in Q1 2025. Analysts warn the second quarter could be equally grim.

“Q2 is shaping up to be another disaster of a quarter for Tesla,” said Gordon Johnson of GLJ Research, a long-time critic of the automaker.

As of now, Tesla has not issued a sales forecast for 2025. However, with April’s figures continuing a worrying trend and investor confidence shaken, the company may need to reassess both its leadership optics and competitive strategy to regain traction in one of the world’s fastest-growing EV markets.

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