Tesla’s market share in Europe
shrank again last month, but pockets of strength in countries like Norway suggest demand is bottoming out.
New aggregated industry data published on Wednesday showed Tesla vehicle sales across the continent sank by 28% in May, compared with the prior year.
While still an exceptionally steep drop, the struggling brand has seen far worse, and the result marks its best monthly performance in 2025.
Tesla’s fledgling robotaxi service in the city of Austin may currently be grabbing all the headlines, but attention is set to swing back to the company’s core business when it publishes global vehicle production and delivery numbers for the second quarter next week.
Tesla does not break down its volumes by region, but it is no secret that Europe is by far its most challenging market—a fact not even CEO Musk tries to dispute.
So far volumes on the continent are down 37% during the combined months of April and May. The brand’s problems in Europe represent a significant lost opportunity for Musk, since it is the second largest EV market in the world after China.
On Wednesday, the European auto manufacturers association ACEA published its monthly report for new car registrations showing the overall EV market expanded at a rate of 27% to reach 193,500 vehicles.
Nevertheless, the lobby group was disappointed given the amount of investment its members poured into the EV sector.
One in every six new vehicles registered during the period is powered solely by electricity, a penetration rate it argued was “still far from where it needs to be.”
—Christiaan Hetzner