Tesla’s brand power once electrified Europe’s roads — now, it’s losing charge fast. Across key European markets, the automaker is facing a dramatic decline in sales, complicated by political controversies surrounding CEO Elon Musk and mounting competition from rivals, particularly Chinese manufacturers.
Three Consecutive Months of Decrease
In March, Tesla experienced its third successive month of declining sales in nations such as France, Sweden, and the Netherlands, resulting in their poorest quarterly figures since 2021.
According to HotNews.ro In March, sales decreased by 36.8% in France, 63.9% in Sweden, and 61% in the Netherlands. Overall, the first quarter presented an even more discouraging scenario, with drops surpassing 40% in multiple nations.
In France, Tesla's market share dropped to only 1.63%, whereas Chinese manufacturers like BYD saw an increase to 3.19%. Despite showing gains in March for countries such as Spain and Portugal, these markets ended up with overall quarterly declines.
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A Crisis Involving Politics and Public Relations
Industry analysts believe that the decline is due to factors beyond mere competition. Musk’s public backing of extreme right-wing groups in Europe, such as Germany’s AfD, has driven away numerous European customers.
“Nobody else has seen their international reputation plummet so quickly like this car brand,” stated Quentin Willson from FairCharge.
Instances of property damage, such as gallery blazes and spray-painted messages in urban centers like Rome, Berlin, and Stockholm, highlight growing public dissatisfaction.
The president of Tesla Club Italy, Luca Del Bo, stated: "Musk is undoubtedly a genius, however, we wish he would revert to focusing solely on his position as CEO. This change would save us from feeling embarrassed."
Outdated Models, Soaring Prices
Apart from facing political disputes, Tesla is struggling with competition regarding products and pricing. Experts highlight outdated models, premium prices, and neglecting the tastes of European consumers as key reasons for this lag.
Established automobile manufacturers along with Chinese newcomers are inundating the market with new, cheaper electric vehicle options.
Ben Nelmes from the New AutoMotive group put it succinctly: "Tesla hasn't introduced more affordably priced vehicles, and their CEO's engagement with American politics is distancing European customers."
As Tesla prepares to launch its new Model Y SUV, it faces not just a competitive landscape — but a continent increasingly unwilling to separate the brand from its polarizing founder.
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