Asger Risom
Scandinavian markets hit hardest as reputational concerns mount and refreshed Model Y rollout lags
As electric vehicles gain broader acceptance across Europe, one of the industry’s pioneers is now facing its steepest regional downturn. Tesla’s April 2025 sales figures paint a bleak picture for the American automaker.
Scandinavian Drop-offs Lead the Slump
According to Automotive News Europe, Tesla posted significant year-over-year declines across major European markets in April, as reported by Autokult. In Sweden, sales plummeted by a staggering 81%, while Denmark recorded a 67% decrease. The pattern continued across the continent with drops in the Netherlands (–73%), France (–59%), and Portugal (–33%).
Although the company hopes its updated Model Y will reverse the trend, deliveries are still ramping up slowly. While European customers can place orders, significant rollouts aren’t expected for several more months.
Musk’s Politics May Be Driving Customers Away
Tesla’s poor performance can’t be explained by product cycles alone. Industry analysts point to a growing image crisis linked to CEO Elon Musk’s outspoken political behavior. A recent survey by Automotive News Europe found that 59% of respondents are deterred from purchasing a Tesla due to Musk’s public conduct.
“Tesla is suffering a loss of brand reputation in Europe,” said Ginny Buckley, CEO of Electrifying.com. These perceptions appear to be influencing buyer decisions more than expected, compounding Tesla’s market woes.
Waiting for a Turnaround
The company remains optimistic that the updated Model Y will re-ignite demand, but competition from European and Asian EV makers continues to intensify. Whether Tesla can regain its footing on the continent may depend as much on public relations as on product quality.
With deliveries lagging and trust eroding, Tesla’s road to recovery in Europe is looking increasingly steep.