Tesla’s electric vehicle (EV) sales in Europe slumped in February, falling behind legacy automakers Volkswagen and BMW, as well as Chinese rivals, according to data from research firm JATO Dynamics.
The sharp drop comes amid intensifying competition in the European EV market and potential consumer backlash over CEO Elon Musk’s political endorsements.
JATO Dynamics reported that Tesla’s battery-electric vehicle (BEV) registrations in 25 European Union markets, the UK, Norway, and Switzerland fell by 44% year-over-year to under 16,000 cars.
Tesla’s market share in the region dropped to 9.6%, its lowest February reading in five years.
In contrast, Volkswagen’s BEV sales surged 180% to nearly 20,000 cars, while BMW and its Mini brand combined sold almost 19,000 EVs.
Chinese manufacturers also made inroads, with BYD and Polestar registering year-over-year increases of 94% and 84%, respectively.
Political backlash and market shifts weigh on Tesla
Tesla’s declining performance in Europe coincides with growing scrutiny over Elon Musk’s political activity.
The billionaire has been vocal in his support for former US President Donald Trump and has also endorsed far-right parties in Europe, including Germany’s Alternative für Deutschland (AfD).
Musk has posted at least two dozen messages on his X platform in support of AfD, a move that has drawn criticism from European leaders and customers alike.
Musk’s role in politics, rising competition in the EV market and the phasing out of the existing version of its best-selling vehicle, the Model Y, have all impacted sales, Felipe Munoz, Global Analyst at JATO Dynamics, said in a report.
Polestar CEO Michael Lohscheller recently acknowledged the shifting sentiment, stating that his company was actively targeting Tesla owners who were disillusioned by Musk’s political involvement.
“We get a lot of people writing that they don’t like all this,” Lohscheller told Bloomberg.
A lot of people have very, very negative sentiment.
Matthias Schmidt, a Germany-based automotive analyst, told Business Insider last month that he expected Musk’s political involvements to eventually have an impact on Tesla’s European sales, and said rivals like Polestar would likely reap the benefit of disgruntled Tesla owners ditching their vehicles.
Model Y phase-out and growing competition
Beyond political factors, Tesla is also facing headwinds due to the phasing out of the current version of its best-selling Model Y.
Munoz noted that brands with a limited model lineup, like Tesla, are particularly vulnerable to registration declines when undergoing a model transition.
Meanwhile, traditional automakers and Chinese EV brands are seizing the opportunity to expand their presence in the European market.
BYD, Polestar, Xpeng, and Leapmotor all recorded rising sales, highlighting a growing shift in consumer preference.
Figures follow January’s dismal show
These latest figures follow Tesla’s dismal show in Europe in January, with sales dropping by almost half, marking one of the worst months for the automaker in recent years.
Germany, Europe’s largest car market, recorded the most significant drop in Tesla sales.
Registrations fell 60% year-over-year to just 1,277 vehicles in January, marking the weakest performance since July 2021, according to Bloomberg.
The latest figures raise concerns about Tesla’s ability to maintain its foothold in Europe as consumer sentiment shifts and competition accelerates.
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