4 Apr 2025
Rising competition in the EV market, an ageing lineup, and a backlash against Musk’s deepening political engagements are touted as the reasons.
Tesla seems to be losing the race to fierce competition from established brands and emerging electric vehicle (EV) makers like BYD. BYD surpassed Tesla’s sales in Europe in 2024 by introducing ultra-fast charging and more affordable EV models. BYD sold 4.3 million compared to Tesla’s 1.79 million vehicles in 2024.
Tesla also faced a dent in its reputation in Europe after Musk’s open support for controversial political figures, including Germany’s Alternative for Germany (AfD). A lack of any significant upgrades in its Model 3 and Model Y gave consumers another reason not to buy Tesla.
As per the European Automobile Manufacturers Association (ACEA), Tesla’s new registrations declined by 49% to just over 19,000 units, and deliveries worldwide fell to 336,681 units between January and February 2025, compared to 387,000 in the same period in 2024.
Even steep discounts and zero-interest financing had little effect in luring customers.
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