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Tesla faces steep decline in European markets as buyers shift preferences
Tesla experienced significant sales downturns across major European markets in January 2025, with declines ranging from 12% to 63% in key countries, amid growing competition and public response to CEO Elon Musk's political activities. This shift marks a notable change for the electric vehicle manufacturer in crucial markets.
The steepest decline occurred in France, where sales plummeted 63%, while other significant markets showed substantial decreases: Sweden (44%), Norway (38%), and the Netherlands (42%). The United Kingdom saw a 12% reduction, particularly noteworthy given the country's record surge in overall electric vehicle registrations. Similar patterns emerged in California, Tesla's home market, with a 12% decrease in sales.
Market analysis suggests multiple factors contributing to this decline. A January survey by Electrifying.com found that 59% of British electric vehicle owners and potential buyers indicated hesitation about purchasing Tesla vehicles due to Musk's public positions. Ginny Buckley, Electrifying.com's CEO, noted the increasing impact of these factors on consumer decisions.
The European electric vehicle market has simultaneously become more competitive, with the UK alone offering over 130 electric vehicle models, compared to just 25 in 2020. This expansion has shifted Tesla's market position significantly - in the UK, the company dropped from second to seventh place among electric vehicle sellers, surpassed by established manufacturers including Volkswagen, Mercedes, and Peugeot.
This European downturn reflects broader challenges for Tesla, which reported its first annual decline in deliveries in 2024, despite maintaining its position as the leading electric vehicle manufacturer in the U.S. market. The company's announced plans for more affordable vehicles and enhanced autonomous driving technology in 2025 have yet to impact sales trajectories.
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