- Tesla’s sales in Europe have dropped by nearly 40 percent since the start of the year.
- The downward trend has acutally accelerated, with sales falling over 46 percent in April.
- The issue extends to its new Model Y, which was, itself, down 51 percent during the month.
Elon Musk might plan on being with Tesla for the foreseeable future, but the board could have a different opinion if sales keep sinking like they have been. The CEO admitted recently that sales in Europe were problematic, and now we have more evidence of that. Tesla’s sales are down across the continent, and the issue appears to be getting worse.
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It’s no secret that Musk’s divisive actions have led to boycotts and protests. What’s perhaps more surprising, though, is just how dramatically European buyers seem willing to stay away from Tesla. According to preliminary data from market research firm Dataforce, shared with Autonews Europe, the brand’s sales have dropped by over 38% through April, going from 101,677 units last year to just 62,313 this year.
The sales slump looks even worse when you break down the numbers for April alone. Sales year over year for the month fell from 14,696 to just 7,908. That’s a drop off of 46.2 percent. Low-volume cars like the Model S and Model X saw a combined decrease in sales of 69.1 percent, falling from 224 sales in April last year to just 69 this year. It’s not as if the high-volume cars are faring much better either.
Even the Model Y Isn’t Safe
Despite just launching a new and improved Model Y, the brand’s most popular car globally, it’s struggling too. Sales plummeted from 9,704 units in April last year to just 4,743 this April, a staggering 51.1% drop.That’s a devastating number. Tesla mentioned earlier in the year that a sales slowdown would happen for Model Y as production changed from the previous generation to this one. It also confirmed that it’s since finished that switch so this drop isn’t a result of that. Since the beginning of the year, Model Y sales across the EU, U.K., and EFTA countries have dropped by 48.4%. Ouch.
Tesla’s other key player, the Model 3, also saw a huge decline. Sales dropped from 4,768 units in April 2024 to 3,094 last month, a 35.1% decrease.
This would all be a lot easier to swallow for Tesla if sales were down for everyone, but that’s not the case. As Auto News points out, overall sales for all brands were essentially flat in April, with a minor dip of just 0.3% in the EU, U.K., and EFTA countries, down to 1,085,092, or about 4,000 fewer units than in April 2024.
In fact, the European market is actually embracing electrification more than ever this year. Battery-electric vehicle (EV) sales are up 28%, full-hybrid sales are up 16%, and plug-in hybrid electric vehicle (PHEV) deliveries have risen by 12%. Meanwhile, sales of non-hybrid gasoline cars fell by 7.2%, and diesel vehicles saw a 19% decline.
It’ll be interesting to see what moves Tesla makes next. As of now, it seems like the company is sticking with its “keep calm and carry on” strategy. But given these numbers, it’s safe to say that strategy might need some serious rethinking.
