Tesla car sales continue to decline in Europe

Tesla’s sales continued their decline last month in Scandinavian countries, eroding its market share in Europe, as the electric vehicle (EV) maker faces a test of customer loyalty to the brand, in the context of CEO Elon Musk’s duties in President Donald Trump’s administration.

In 2023 and 2024, Tesla deliveries increased significantly in Norway, Sweden and Denmark, but this year they were below those of rivals such as Volkswagen and Toyota, according to data released on Monday.

Last month, 613 new Teslas were registered on the Swedish market, a 42% year-on-year decline, while registrations fell 48% in both Norway and Denmark, to 917 units and 509 units, respectively, despite increasing demand for cars in the three countries.

The company did not respond to requests for comment. Musk’s entry into U.S. politics and support for far-right movements in Europe have led to demonstrations outside Tesla stores in the United States and calls for boycotts in other areas.

Tesla car sales continue to decline in Europe as a result of Musk’s role in the Trump administration

In Norway, where almost all new cars are fully electric, the total share of Tesla car sales fell to 8.8% in the first two months of this year, after being the market leader in 2024, by 18.9%, and in 2023 by 20%.

Tesla’s evolution is also affected by the aging range of vehicles, with the company facing a test in the coming months, as it prepares in Europe to launch a modernized version of the Model Y SUV, the best-selling car in the Scandinavian region in the last two years.

But analysts are skeptical that Tesla will regain its leadership position. In a press release from the Norwegian Road Traffic Council (OFV) it is stated that: „Tesla has had a unique position in the Norwegian market in recent years. It is uncertain whether the trend will continue because there is a lot of fuss and noise around Tesla and Elon Musk.”

In Denmark, the number of potential buyers seeking the advice of the Motor Vehicle Federation (FDM) to find alternatives to Tesla is increasing.Long admired as a successful entrepreneur, Musk seems to be becoming Tesla’s biggest enemy, says Atle Falch Tuverud, editor-in-chief of the Norwegian car publication BilNytt. In Europe, Tesla’s shipments declined 45% in January, a significant contrast to the 37% advance in total EV registrations.