Major declines in sales were reported in France, Sweden, Denmark, and Holland.
However, Tesla sales have rebounded in countries like Norway, Spain, Portugal, and Italy.
The EV leader is facing increased competition from Chinese brands in Europe.
Tesla will release its first-quarter sales figures later today, but before that happens, we already have some key sales data from several countries across Europe. It does not paint a pretty picture for the electric automaker that’s been struggling since Elon Musk became President Donald Trump’s right-hand man in the Oval Office.
According to the latest data, Tesla sold 3,157 new vehicles in France this March, a sharp 36.83% drop compared to the same time last year. It’s even worse in Sweden, where sales plummeted by 63.9% to just 911 units. Denmark saw a 65.5% decline (down to 595 cars), while the Netherlands reported a 61% drop, with 1,536 Teslas sold.
These figures are important because the all-new Model Y has been available in most European markets since February 21, but it doesn’t appear to have reversed Tesla’s fortunes, at least not yet. Sales may start to climb once the public becomes more familiar with the new Model Y and get the opportunity to see it in the flesh.
Tesla is doing a little better in Norway. While the 2,211 models sold locally in March was down 1% from March last year, it was up significantly from January and February, when 1,606 Teslas found new homes. The Model Y was easily Norway’s best-selling new car in March, shifting 1,822 units, compared to the Nissan Ariya in second with 569 units sold.
Similarly, Tesla’s fortunes are also changing for the better in Spain, Portugal, and Italy, with sales climbing by 34.3%, 2.1%, and 51.3%, respectively, as reported by Reuters. Despite these gains, weak figures from January and February still mean quarterly sales are down in all three markets from Q1 2024.
Of course, it’s not just Musk’s involvement in US and European politics that has diminished the sentiment in the brand among some shoppers. In Europe, a growing number of Chinese car manufacturers are entering the market with competitively priced vehicles, despite tariffs placed against them.
Tesla sales marked a significant decline in Norway since the beginning of the year.
The company sold 1,606 cars in January and February, down from 2,887 in 2024.
Meanwhile, Norway’s passenger car sales grew by 46.3%, and EV sales by 53.4%.
For years, Tesla has dominated Norway’s EV market, but early 2025 sales figures suggest that grip is weaking. In the first two months of the year, Tesla’s sales in Norway plummeted by 44.4% compared to the same period in 2024. Meanwhile, the overall EV market surged by 53.4%, now accounting for a staggering 96% of all new passenger cars sold in the country.
With 1,606 units sold in January and February, down from 2,887 last year, Tesla has dropped to third place among Norway’s best-selling brands, trailing behind Volkswagen and even Toyota which only sells one EV, the bZ4X. That’s a sharp contrast from its full-year 2024 performance, when Tesla moved 24,259 cars and claimed an 18.9% market share.
Norway’s EV Market Grows, But Tesla Shrinks
According to data from the Norwegian Road Traffic Information Council, overall passenger car sales including EVs and ICE models jumped 46.3% (18,292 units) in the first two months of 2025. Zero-emission vehicles saw an even bigger boost, climbing 53.4% (17,443 units). This reinforces Norway’s status as a global leader in EV adoption, yet Tesla isn’t reaping the benefits.
The Top-Selling Brands and Models
Volkswagen currently holds the top spot in Norway’s EV market, delivering 3,222 vehicles in January and February, an astonishing 224.1% increase over the same period in 2024. Toyota follows with 2,102 units sold (+97.6%), while Tesla, now in third place, saw its sales drop to 1,606 (-44.4%). Rounding out the top five are Nissan with 1,186 units (+31.3%) and BMW with 1,134 units (+113.6%).
When it comes to individual models, Toyota’s bZ4X is the best-seller so far this year, with 1,762 units sold (+236.3%). The VW ID.4 follows with 1,342 units (+207.8%), just ahead of the Nissan Ariya at 1,171 units (+201%). Tesla’s Model Y, once the country’s favorite EV, has fallen to fourth place with just 965 units sold, a staggering 64.4% decline. The VW ID.7 rounds out the top five, surging 729.2% to 879 units sold.
More Than Just Musk Fatigue?
As reported by local media TV 2, while it is still too early to draw conclusions about Tesla’s market appeal in 2025, Norwegian attitudes toward the brand appear to have shifted. A recent survey by Opinion found that two out of three Norwegians have developed a more negative view of Tesla, while only 2% reported an improved perception of the EV maker. Much of this backlash appears tied to the controversial politics of Tesla CEO Elon Musk, particularly his association with U.S. President Donald Trump.
Some experts argue that Tesla’s struggles in Norway go beyond its CEO’s public persona. Robert Næss, Chief Investment Officer at Nordea Asset Management, suggests that Tesla’s once-unmatched appeal has faded in Norway: “I think it’s a combination of some people having a negative impression of Musk and the fact that a Tesla is no longer a much better buy than all other electric cars.”
Meanwhile, Thor Øivind Jenssen, Associate Professor at the University of Bergen believes that negative experiences among Tesla owners have significantly contributed to the decline in sales: “Tesla is at the top of the hate list of NAF and the Consumer Council. There have been several faults with the cars, and when customers complain, they are arrogant and slow in the service process”.
Tesla’s biggest test in Norway will come in March 2025. Historically, March has been a strong month for the brand, and it also marks the arrival of the updated Model Y Juniper.
A sales rebound would be much needed. The Model Y, once Tesla’s best-seller in Norway, has seen its numbers collapse with just 965 units were delivered in January and February, a 64.4% drop from the 2,711 sales recorded in the same period last year.
Whether the updated Model Y can reverse Tesla’s downward trend remains to be seen, but for now, the automaker’s standing in Norway is looking shakier than ever.
Sales Plunge in Other European Markets
Unfortunately for Tesla, Norway isn’t the only place where the EV brand is struggling. While full European sales figures for February are still coming in, early data paints a grim picture. Tesla’s sales dropped 48% in Denmark last month, while over the first two months of 2025, they fell 45% in France and 42% in Sweden compared to the same period last year.
If this trend continues, Tesla may have more to worry about than just Norway’s cooling enthusiasm.
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