Tesla’s European sales continued to slide in May, marking a fifth straight month of declines in key markets like Sweden (-42% YoY) and Portugal (-37% YoY), according to industry data. Analysts attribute the downturn to consumer backlash against CEO Elon Musk’s political engagements and aging vehicle designs. However, Norway—Europe’s most mature EV market—bucked the trend with a 28% monthly sales increase, driven by the newly refreshed Model Y, which accounted for nearly 60% of Tesla’s 1,843 registrations there.
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The updated Model Y, featuring revised styling and enhanced battery range, has been gradually rolling out across Europe since Q1 2025. While Norway’s strong performance suggests demand remains healthy where the new model is available, Tesla’s overall European market share has slipped to 11.7% (down from 18.2% in May 2024). Germany, its largest EU market, saw deliveries drop 19%, with local rivals like Volkswagen and BMW gaining ground with newer electric SUV offerings.
Tesla’s Berlin Gigafactory, which began producing the Model Y refresh in April, is expected to stabilize regional supply in coming months. Yet, challenges persist: Dutch registrations fell 31%, and Spain reported a 24% decline. Industry analysts note that Musk’s recent return to political commentary—including renewed endorsements of U.S. presidential candidates—has reignited brand perception concerns among European buyers, particularly in Scandinavia.
Source: autonews
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