Tesla’s sales in Northern Europe saw a steep decline in October, signalling ongoing challenges for the US electric vehicle manufacturer across key European markets. However, the company recorded modest growth in France for the second consecutive month.
According to industry data, Tesla’s new car registrations — considered a key indicator of sales — fell 89 per cent in Sweden, 86 per cent in Denmark, and 50 per cent in Norway. This comes after a brief recovery in September, when the automaker reported improved sales following months of decline.
In contrast, Tesla’s sales in France increased by 2.4 per cent, slightly below the country’s overall market growth of 2.9 per cent.
The drop in Norway follows several months of strong performance in a market where nearly all new vehicles sold are electric. Despite the recent decline, Tesla continues to hold its position as Norway’s largest automaker.
Industry analysts attribute Tesla’s European slump to an ageing product lineup and intensified competition. Many traditional automakers and Chinese electric vehicle companies are rapidly introducing new models, giving consumers a wider range of choices. Between January and September 2025, Tesla’s sales in Europe were down 28.5 per cent compared to the same period in 2024.
The company has also faced criticism from some European consumers following CEO Elon Musk’s public support for former US President Donald Trump and certain far-right political groups in Europe.
In Denmark, Tesla was overtaken by several Chinese brands, including BYD, Xpeng, and Geely-owned Zeekr, highlighting the growing dominance of Chinese manufacturers in the region.
“Car buyers have more choice than ever, with an influx of new EVs from established manufacturers and ambitious newcomers from China,” said Ginny Buckley, CEO of an electric car buying and advice platform. “Tesla no longer has the market to itself and that seems to be showing in its sales figures in Europe.”
In Sweden, Tesla registered only 133 vehicle sales in October, trailing even luxury brands like Porsche, which sold 172 units. Overall, Tesla’s sales in Sweden are down 67 per cent year-to-date compared with the same period last year.
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