Tesla’s sales downturn in Europe continued in July, with steep declines in two of the region’s largest markets underscoring intensifying competition from Chinese electric vehicle makers and mounting reputational challenges for the US automaker.
According to industry data released Tuesday, Tesla’s new car registrations fell sharply year-on-year in both the UK and Germany, extending a protracted slide in its European market share.
Steep drops in key European markets
Figures from the UK’s Society of Motor Manufacturers and Traders (SMMT) show Tesla’s sales in Britain plummeted nearly 60% last month, with just 987 new units sold compared to 2,462 in July 2024.
In Germany, Europe’s largest auto market, Tesla’s performance was similarly weak.
Data from the country’s road traffic agency KBA, revealed that July sales dropped 55.1% to 1,110 units from the same month a year earlier.
The year-to-date picture is even starker. From January through July, Tesla sold 10,000 vehicles in Germany—down 57.8% from the same period in 2024.
The latest declines reinforce a pattern of underperformance in the region.
Late last month, data from the European Automobile Manufacturers Association showed Tesla losing market share for the sixth consecutive month in June.
BYD gains momentum
While Tesla’s European sales falter, Chinese EV manufacturer BYD is enjoying rapid growth.
In July, BYD sold 3,184 units in the UK, more than quadrupling its sales from a year earlier.
In Germany, BYD recorded an almost 390% year-on-year sales increase over the same period.
BYD’s rise has been reflected in broader European rankings.
In April, the company overtook Tesla in electric car sales across the continent, climbing to 10th place, while Tesla slipped to 11th, according to prior industry data. Skoda and Volkswagen held the top two spots.
The surge highlights how Chinese automakers are increasingly challenging established brands in Europe’s competitive EV market, aided by aggressive pricing strategies, expanding dealer networks, and strong demand for affordable models.
Headwinds for Tesla
Tesla’s challenges in Europe come as the company navigates broader headwinds.
CEO Elon Musk has warned that the automaker could face “a few rough quarters,” citing higher tariff costs and the expiration of US federal EV tax credits as near-term risks.
In addition to economic pressures, Tesla has faced reputational strain in the region, with industry analysts pointing to backlash over Musk’s public rhetoric and his alignment with the Trump administration as factors potentially affecting consumer sentiment.
Tesla shares have fallen 18% in the year so far.
Competition in Europe’s EV sector is intensifying, with legacy automakers, regional startups, and Chinese entrants all vying for market share.
The latest sales data suggests Tesla’s dominance in the premium EV segment is under sustained pressure.
As BYD accelerates and other rivals roll out new models tailored to European consumers, Tesla may need to adjust its pricing, product mix, or marketing approach to regain momentum in the region.
For now, the company’s declining sales in Britain and Germany underscore a significant challenge: holding its position in an increasingly crowded and politically complex market.
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