Electric Vehicle
Tesla Sales Crash in Europe as Elon Musk’s Controversies Drive Away Buyers
Tesla’s grip on the European electric vehicle (EV) market is slipping — and fast. According to data released Tuesday by the European Automobile Manufacturers’ Association (ACEA), Tesla’s sales across 32 European countries plunged by a staggering 49% in April 2025, dropping to just 7,261 vehicles compared to 14,228 sold during the same month last year. It’s clear to many that it’s Elon Musk’s politics to blame.
This collapse comes at a time when the broader electric vehicle market in Europe is surging. While Tesla sales tumbled, total battery-electric vehicle (BEV) sales across all manufacturers grew by 28%, signalling that the problem isn’t the product — it’s the brand.
Experts point to several factors, but one looms largest: Elon Musk.
Tesla’s outspoken CEO, Elon Musk, has increasingly become a lightning rod for political controversy, drawing criticism for far-right commentary, erratic behaviour, and controversial social media posts. What was once a visionary tech brand now finds itself tangled in a global identity crisis, and European consumers are pushing back.
But the backlash isn’t just about Musk’s political stances. Tesla’s European sales are now facing mounting competition from Chinese electric vehicle (EV) manufacturers, particularly SAIC, whose sales increased by 54% in April. The Chinese auto giant owns brands like MG, known for affordable EVs that are quickly gaining traction across Europe.
Tesla has also struggled with supply issues. Its Model Y SUV, the best-selling EV in many markets, was temporarily halted for factory upgrades earlier this year, further limiting available inventory during a critical sales window.
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From ageing vehicle designs to delayed rollouts of new models, Tesla’s rivals are capitalising on its weaknesses. And as U.S.-EU trade tensions escalate, with former President Donald Trump threatening steep tariffs on EU goods, European sentiment toward American brands is cooling.
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For the first four months of 2025, Tesla’s European sales have dropped 39%, totalling 61,320 units. Meanwhile, the continent’s overall auto market has remained mostly stable, with EU car sales rising slightly by 1.3% in April, suggesting that consumers are simply buying other vehicles, just not Teslas.
The warning signs are everywhere: boycotts, factory protests, and a noticeable shift in sentiment among climate-conscious consumers who no longer see Tesla as the leader of the green revolution.
Unless Elon Musk and Tesla can swiftly course-correct through strategic marketing, brand distancing, or even leadership changes, the brand’s dominance in Europe could soon be a thing of the past.
