Overview

• Tesla’s U.S. loyalty rate rose from a March low of 49.9% to 57.4% in May, leaving it behind Chevrolet and Ford and level with Toyota.
• Deliveries fell 8% in the United States during the first five months of 2025 and plunged 33% in Europe over the first half of the year.
• Since February, Tesla has gained fewer than two new households for each one it lost, marking its weakest net customer migration on record.
• An aging model lineup and the underperforming Cybertruck have opened the door for legacy automakers and Chinese EV makers to attract former Tesla buyers.
• Analysts say Musk’s political activism alienated eco-conscious customers and urge Tesla to rebuild its brand even as it tests robotaxi services.