Tesla’s sales in key European markets fell again in March, indicating drivers are shunning Elon Musk’s electric car brand as competition from China stiffens and protests against his political views become more widespread.
Tesla sales in France and Sweden dropped for a third consecutive month, contributing to its lowest first-quarter sales figures in the two countries since 2021, the news agency Reuters reported.
“Never has a car brand suffered such a global fall from grace,” said Quentin Willson, founder of British EV campaign group FairCharge and a Tesla owner.
Billionaire CEO Musk, a close ally of U.S. President Donald Trump, has stirred controversy by courting far-right parties in Europe, adding to Tesla’s sales slump ahead of the much-anticipated launch of its new Model Y mid-size SUV.
In response to Musk’s right-wing activism, people have protested outside hundreds of Tesla dealerships and showrooms in the U.S. and Europe.
“We’re all embarrassed,” said Luca Del Bo, president and co-founder of Italy’s Tesla owners club, who bought his first Tesla 10 years ago and currently owns a 2022 Model 3.
While describing Musk as a genius, he said: “We’d all be happy, of course, if Musk just went back to just being a CEO.”
Meanwhile, Tesla cars and dealerships have become targets for vandalism. Dozens of cars were burnt and showrooms spray-painted in several European cities, including Rome, Berlin and Stockholm, in recent days.
“Never has a car brand suffered such a global fall from grace,” said Quentin Willson, founder of British EV campaign group FairCharge and a Tesla owner.
Billionaire CEO Musk, a close ally of U.S. President Donald Trump, has stirred controversy by courting far-right parties in Europe, adding to Tesla’s sales slump ahead of the much-anticipated launch of its new Model Y mid-size SUV.
In response to Musk’s right-wing activism, people have protested outside hundreds of Tesla dealerships and showrooms in the U.S. and Europe.
“We’re all embarrassed,” said Luca Del Bo, president and co-founder of Italy’s Tesla owners club, who bought his first Tesla 10 years ago and currently owns a 2022 Model 3.
While describing Musk as a genius, he said: “We’d all be happy, of course, if Musk just went back to just being a CEO.”
Meanwhile, Tesla cars and dealerships have become targets for vandalism. Dozens of cars were burnt and showrooms spray-painted in several European cities, including Rome, Berlin and Stockholm, in recent days.
Analysts expect data from Italy and other European markets on Tuesday and Wednesday to provide more clues on the group’s global first-quarter delivery figures, to be released on Wednesday, and consumer sentiment towards the brand.
Tesla registered 3,157 car sales in France, 911 in Sweden, and 2,211 in Norway in March, dropping 36.83%, 63.9%, and 1% from last year, according to official data.
In Denmark, registrations totaled 593, down 65.6%, falling by 61% to 1,536 in the Netherlands.
Quarterly sales were down 41.1% in France, 55.3% in Sweden, 12.5% in Norway, 55.3% in Denmark, and 49.7% in the Netherlands.
Spain and Portugal bucked the trend, with Tesla registrations for March up 34.3% and 2.1% respectively. However, they dropped 11.8% and 25.7% in the quarter despite an accelerating electrification trend in the two markets, leading to market share gains for some Chinese competitors.
Tesla shares, which have plunged this year, were up 2% in early New York trade on Tuesday.
In Denmark, registrations totaled 593, down 65.6%, falling by 61% to 1,536 in the Netherlands.
Quarterly sales were down 41.1% in France, 55.3% in Sweden, 12.5% in Norway, 55.3% in Denmark, and 49.7% in the Netherlands.
Spain and Portugal bucked the trend, with Tesla registrations for March up 34.3% and 2.1% respectively. However, they dropped 11.8% and 25.7% in the quarter despite an accelerating electrification trend in the two markets, leading to market share gains for some Chinese competitors.
Tesla shares, which have plunged this year, were up 2% in early New York trade on Tuesday.
Tesla troubles
Tesla currently faces several challenges in Europe. It has a small, aging lineup while traditional automaker rivals and new Chinese entrants are launching new, often cheaper EVs.
“The company has failed to develop models that can compete on price. On top of this, the CEO’s involvement in U.S. politics is alienating many consumers,” Ben Nelmes, chief executive of research group New AutoMotive, said.
Musk’s support of far-right parties in Europe, including Germany’s AfD, that came second in February’s national elections, also appears to have hurt Tesla’s sales on the continent.
“It has to do with autocracy and totalitarianism,” she said.
“The company has failed to develop models that can compete on price. On top of this, the CEO’s involvement in U.S. politics is alienating many consumers,” Ben Nelmes, chief executive of research group New AutoMotive, said.
Musk’s support of far-right parties in Europe, including Germany’s AfD, that came second in February’s national elections, also appears to have hurt Tesla’s sales on the continent.
On the same day, environmental campaigners spray-painted some Tesla stores during an unrelated protest in several European countries, including Sweden and Germany, in what activists described as a “peacefully disruptive” strategy.🚗 At least 17 #Tesla #cars were destroyed as a #fire engulfed one of the company's dealerships near #Rome early on Monday. #Italian police are yet to rule out possible #arson.
— FRANCE 24 English (@France24_en) April 1, 2025
Meanwhile, the company, and its owner Elon #Musk, faces strong pushback in the #US.
📹 @LukeShrago pic.twitter.com/G6QHvtC4er
“This has to do with the company, Elon Musk, and the politics he’s standing for,” said Helen Wahlgren, a spokesperson from Restore Wetlands, part of the A22 Network across Europe.*** Tesla Terror Spreads in Europe ***‼️
— Lenka White (@white_lenka) April 1, 2025
In Berlin, the entrance to a Tesla showroom was doused with blue paint.👎🏻
In Rome, 17 Tesla cars were destroyed in a fire.
People are misled by Europe’s increased censorship and became violent💥
Source: NEXTA, Reuters pic.twitter.com/oJ8uMz8Zf1
“It has to do with autocracy and totalitarianism,” she said.
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