Tesla sales fell sharply in October in a number of European countries, including Spain, the Netherlands and the Nordic countries, the latest sign that the US electric vehicle maker's troubles in the European market are continuing.
Tesla recorded sales growth in several European countries in September, after months of decline this year, which was caused by increasing competition from new electric vehicle models compared to its outdated offering, writes Reuters.
New car registrations, a gauge of sales, fell 89 percent in Sweden, 86 percent in Denmark, 50 percent in Norway and 48 percent in the Netherlands, according to local industry associations. In Spain, Tesla sales fell 31 percent in October, while overall sales of all-electric and plug-in hybrid models rose 119 percent.
In France, however, Tesla recorded a small sales increase for the second month in a row.
Still dominant in Norway
The sales decline in Norway followed several months of growth in a market where almost all new cars are electric, and Tesla remains the country's largest automaker.
Tesla's sales in Europe have been falling this year as the company has a limited and outdated model range at a time when traditional manufacturers and Chinese rivals are rapidly launching new electric vehicle models. By the end of September, Tesla's sales in Europe fell by 28,5 percent compared to the first nine months of 2024.
The company is also facing backlash from some European consumers over CEO Elon Musk, who financially supported Donald Trump's victory in the US presidential election last year and has publicly expressed sympathy for European far-right parties, according to Reuters.
"Car buyers today have more choice than ever, with a wave of new electric vehicles from established manufacturers and ambitious Chinese newcomers," said Jeannie Buckley, CEO of Electrifying.com, a portal specializing in electric car shopping and advice.
"Tesla no longer has a market all to itself, and this is now clearly visible in its European sales results."
Chinese electric cars surpass Tesla
In Denmark, Tesla was outsold by a number of Chinese electric car brands, including BYD, Xpeng and Geely's Zeekr brand. In Spain, Tesla sold just 393 cars in October, while China's MG sold 3.725, BYD 2.806, and Chery's Omoda and Jaecoo brands sold 1.433 and 974 vehicles, respectively.
In Sweden, Tesla sold only 133 vehicles, fewer even than luxury German manufacturer Porsche, which sold 172. Cumulatively, by the end of October, Tesla's sales in Sweden had fallen by 67 percent compared to the same period last year.
Siarah Cook, research manager at analytics firm New AutoMotive, said car registrations for established brands such as Fiat, Volvo, Suzuki and Mazda fell between 15 and 18 percent in the EU through September as these manufacturers "work to refresh their offerings to meet consumer demand."
However, Tesla's sales in the EU during the same period were down by almost 39 percent.
"The Musk factor seems to be contributing to this difference," Cook concluded.
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