Tesla’s sales have plunged across Europe for a third straight month, with March data confirming a historic first-quarter slump in key markets like France, Sweden, Denmark, and the Netherlands. The sell-off comes as the brand faces growing competition from Chinese EV makers, political backlash tied to Elon Musk’s activism, and rising vandalism targeting the company.
“Never has a car brand suffered such a global fall from grace,” said Quentin Willson, founder of EV campaign group FairCharge — and a longtime Tesla owner.
By the Numbers: A Continental Collapse
March YOY sales drops:
- France: -36.8%
- Sweden: -63.9%
- Denmark: -65.6%
- Netherlands: -61%
- Norway: -1%
Quarterly declines are even starker:
- France: -41.1%
- Sweden: -55.3%
- Netherlands: -49.7%
- Denmark: -55.3%
In contrast, BYD and other Chinese EV brands gained market share in France, with Tesla’s market share sliding to 1.63% from 2.55% a year ago. Meanwhile, “others” jumped to 3.19%.
Spain and Portugal offered brief relief — March sales were up 34.3% and 2.1%, respectively — but quarterly figures still declined.
Brand vs. Beliefs
Tesla’s fall isn’t just about product. It’s also political.
Musk’s vocal support for Trump and Europe’s far-right, including Germany’s AfD, has triggered a backlash. Dozens of Tesla cars were burned, and dealerships vandalized in Rome, Berlin, and Stockholm. Protesters in Washington and Berlin are planning more “Tesla Takedown” events.
“We’re all embarrassed,” said Luca Del Bo, president of Italy’s Tesla Owners Club.
“We’d all be happy of course if Musk just went back to just being a CEO.”
“It has to do with the company, Elon Musk and the politics he’s standing for,” said Helen Wahlgren, a spokesperson for environmental group Restore Wetlands.
Tesla says a recent fire at a dealership in Rome that destroyed 17 cars was an “act of terrorism”, echoing Trump’s earlier comments.
Market Impact & What’s Next
Tesla’s stock, down sharply YTD, ticked up 2% Tuesday as traders awaited global delivery data due Wednesday. But analysts are cautious.
“The company has failed to develop models that can compete on price,” said Ben Nelmes, CEO of New AutoMotive. “And the CEO’s involvement in politics is alienating many consumers.”
With the new Model Y delayed and Chinese rivals scaling up in Europe, Tesla’s playbook is under pressure.
Tesla is no longer just an EV brand. It’s a political lightning rod — and in Europe, that’s costing sales, loyalty, and market share.
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