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Tesla’s European Sales Decline for Fifth Straight Month on Chinese Competition

Chinese rivals’ expanding market share coupled with consumer backlash over Elon Musk’s politics drove Tesla’s European share below 1.3% in May despite EV registrations rising 27.2%.

Model Y cars are pictured during the opening ceremony of the new Tesla Gigafactory for electric cars in Gruenheide, Germany, March 22, 2022. Patrick Pleul/Pool via REUTERS/File Photo
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Tesla electric vehicles are viewed outside of a dealership, Saturday, May 24, 2025, in Clermont, Florida.
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Overview

  • Tesla’s new-car registrations in Europe fell 27.9% year-on-year in May to 13,863 vehicles, marking a fifth consecutive month of declines.
  • The company’s market share in Europe slipped to 1.2% in May from 1.8% a year earlier even as battery-electric vehicle registrations jumped 27.2%.
  • Chinese automakers more than doubled their EU market share to 5.9% in May, with BYD’s sales nearly matching Tesla’s monthly volumes.
  • Tesla’s updated Model Y, introduced in Europe this month, has failed to reverse the sales slump, underscoring pressure from an aging vehicle lineup.
  • Tesla’s share price has fallen about 16% year-to-date as investors weigh the regional downturn alongside Elon Musk’s polarizing political ties.