Tesla sees mixed sales across Europe
Gains in France and Spain offset declines in Germany and Italy
Tesla posted modest gains in a handful of European markets in September, but the overall picture remains uneven as competition sharpens and the company’s model range stays static. Registrations rose year‑on‑year in France and Denmark for the first time in 2025, and Spain saw a 3.4 % increase with nearly 3,000 units sold, driven largely by continued demand for the Model 3 and the refreshed Model Y launched in June. Norway also maintained its upward trend, keeping the brand’s presence solid in the Nordic region.
Conversely, sales slipped in several key markets. Sweden and the Netherlands recorded their ninth consecutive month of decline, while Italy’s September registrations fell 25.6 %. In Germany and the United Kingdom—two of Europe’s largest EV markets—Tesla faces mounting pressure from established manufacturers such as Volkswagen, BMW and Mercedes, as well as rapidly expanding Chinese entrants like BYD and Nio, which offer broader, lower‑priced line‑ups that appeal to cost‑conscious buyers.
The broader context underscores Tesla’s challenges. For the January‑August period, the automaker’s EU sales were down almost 43 % year‑on‑year, even as total EV registrations across the bloc rose 24.8 %. Analysts point to the aging, limited portfolio—no new mass‑market model since the Model Y in 2020—as a structural disadvantage against rivals fielding compact, affordable EVs that attract mass‑market buyers. The lack of a fresh entry‑level vehicle leaves Tesla reliant on the Model 3 and Model Y, while competitors roll out sub‑$30,000 models that erode Tesla’s price advantage.
Reputational factors linked to CEO Elon Musk have also weighed on the brand. Musk’s financial support for Donald Trump’s 2024 U.S. election and his public endorsement of European far‑right parties have sparked consumer backlash in some markets, prompting calls for boycotts and adding a non‑price hurdle to sales. Additionally, questions over Tesla’s pricing strategy—frequent adjustments and perceived opacity—have unsettled potential buyers.
Despite these headwinds, Tesla remains one of the continent’s top‑selling EV brands overall. The September uptick in select countries demonstrates that the brand can still capture growth pockets, largely thanks to the Model 3’s established popularity and the refreshed Model Y’s appeal. The company’s strong service network and brand cachet continue to the point of offsetting some competitive losses.
