Tesla's new vehicle registrations in Italy fell 7% year-over-year in Q1 2025, with 2,314 units sold, according to Italy's Transport Ministry data released April 1. The decline occurred despite a dramatic 51% monthly surge in March registrations to 1,176 vehicles, offsetting February's 87% collapse to just 180 units. Analysts note this volatility reflects shifting EV subsidy policies and consumer hesitancy tied to CEO Elon Musk's polarizing public statements.
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March's rebound coincided with Italy's revised EV incentive program requiring immediate vehicle delivery for subsidies. However, Tesla's quarterly performance lagged behind Italy's overall 3.6% EV market growth. Chinese rivals like BYD and SAIC's MG capitalized on aggressive pricing, capturing 6.2% of Italy's EV segment – nearly double their 2024 share – while Tesla's market share slid to 3.7% from 5.1% a year earlier.
Industry observers attribute Tesla's challenges to dual pressures: price wars with Chinese manufacturers offering sub-€30,000 models and reputational risks from Musk's political activism. The government reported a 22% quarterly drop in Tesla Model Y registrations – previously Italy's top-selling EV – as buyers shifted to budget-friendly options like BYD's Dolphin (€25,000) and MG's MG4 (€28,500). Italy's EV adoption rate now stands at 4.1%, up from 3.8% in Q1 2024.
Source: reuters
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