Asger Risom
Protests, politics, and product issues collide as the electric car giant struggles to maintain momentum
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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 Straight Months of Decline
In March, Tesla saw its third consecutive month of falling sales in countries like France, Sweden, and the Netherlands, reaching their lowest quarterly numbers since 2021.
According to HotNews.ro, March sales dropped by 36.8% in France, 63.9% in Sweden, and 61% in the Netherlands. The entire first quarter painted an even bleaker picture, with declines exceeding 40% in several countries.
Tesla’s market share in France fell to just 1.63%, while Chinese brands like BYD rose to 3.19%. Even markets that showed growth in March, such as Spain and Portugal, reported net quarterly losses.
A Political and PR Crisis
Industry experts suggest the downturn stems from more than just competitive pressure. Musk’s open support for far-right parties in Europe — including Germany’s AfD — has alienated swathes of European consumers.
“No other car brand has experienced such a rapid global decline in image,” said Quentin Willson of FairCharge.
Acts of vandalism, including showroom fires and graffiti attacks in cities like Rome, Berlin, and Stockholm, have underscored rising public discontent.
Tesla Club Italy’s president Luca Del Bo added: “Musk is a genius, but we would like him to return to just the CEO role. We are all embarrassed.”
Outdated Models, Soaring Prices
In addition to political controversies, Tesla is also being outpaced on product and price. Analysts point to an aging lineup, high costs, and a failure to adapt to European preferences as contributing factors.
Traditional automakers and Chinese startups are flooding the market with newer, more affordable electric models.
Ben Nelmes of the New AutoMotive organization summed it up: “Tesla has not launched competitively priced models, and the CEO’s involvement in American politics is alienating European consumers.”
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.
