In May 2025, Tesla sales in Germany, Europe’s largest car market, dropped 36.2% year-on-year to 1,210 vehicles, marking the fifth consecutive month of decline, per the Federal Motor Transport Authority (KBA). Meanwhile, Germany’s battery-electric vehicle (BEV) sales soared 44.9%, highlighting Tesla’s struggles amid rising competition and backlash against CEO Elon Musk. Here’s the breakdown.
Tesla’s European Sales Slump
Across Europe, Tesla’s sales faltered:
- France: Down 67% to 614 units, despite a 40.8% EV market growth (Reuters).
- UK: Fell 45% to 512 units, slipping to fifth in EV sales behind Volkswagen, BMW, Audi, and Skoda (New AutoMotive).
- Spain: Dropped 19%, against a 72% EV surge (NYT).
- Sweden: Plunged 53%, with Volkswagen’s ID.7 outselling the Model Y (NYT).
- Norway: A rare bright spot, with sales tripling to 2,346 units, driven by the refreshed Model Y (CleanTechnica).
Europe’s BEV market grew 27.8% in April and 28.4% year-to-date, per the European Automobile Manufacturers’ Association (ACEA), yet Tesla’s sales fell 49% in April and 42.6% for January-February, per Reuters and ACEA.
Why the Decline?
- Competition: BYD, China’s top EV maker, saw German sales surge ninefold to 1,857 units in May, per KBA. BYD’s $107B revenue in 2024 and ultra-fast charging tech outpace Tesla’s aging lineup, per AP News. European brands like Volkswagen (up 194% in UK) and SAIC (up 24.5%) also gained ground.
- Musk’s Politics: Musk’s support for Trump and far-right parties like Germany’s AfD sparked protests and vandalism at Tesla dealerships, per CNBC. A JATO Dynamics survey showed 94% of 100,000 Germans unwilling to buy Tesla, with 60% of European buyers citing Musk’s reputation, per X posts (@LakotaMan1).
- Model Y Transition: Tesla’s revamped Model Y deliveries began late in May, delaying sales recovery, per Electrek. However, analysts argue this doesn’t fully explain the 60% year-to-date drop in Germany, per KBA.
Why It Matters
Tesla’s 7.7% European BEV market share in early 2025, down from 18.4% in 2024 (JATO Dynamics), signals a brand crisis. With EU emissions targets driving EV adoption, competitors like BYD and Volkswagen are capitalizing. X posts (@CNBC, @tagesschau) reflect consumer frustration, with 33% of UK buyers less likely to choose Tesla due to Musk, per a 2024 survey (@TSLAFanMtl). Tesla’s $780B valuation faces pressure as shares dropped 33% in 2025, per The Guardian.
