Figures confirm Europeans no longer want Tesla

We could call it a debacle. Once a sales star, Tesla has lost pace in the European market. Registration figures from January and February confirm a strong downward trend. The blame lies with the range and Musk himself.

We had sensed it with the registration figures country by country. It's now confirmed: sales of electric cars are rising. But those of Tesla are collapsing. Elon Musk's brand sales have dropped by 49% since the beginning of the year, according to figures from ACEA (European Automobile Manufacturers Association). These take into account registrations in EU countries. If we include the EFTA countries (a free trade area with Switzerland and Norway in particular) and the UK, the decrease is 42.6%. Consumers criticise an ageing range and Elon Musk's antics alongside Donald Trump. The new Tesla Model Y Juniper (photo) could perhaps somewhat stem the bleeding. If not, and if Musk doesn't want to hand over the European market to the competition, he will seriously have to reconsider.

Jump in Italy

The drop in Tesla sales is all the more symptomatic because the electric car market is doing better and better. It has risen by 31.4% across the continent. Within the EU, it now accounts for 15.2% of market share. Note the 70.9% increase in electric car registrations in Italy. However, in most markets, consumer preference for new cars still leans towards non-rechargeable hybrids and petrol. The main driver of choice is taxation. Thus, Austria, Belgium, the Netherlands, and - predictably - Norway stand out with a highly electrified new market, thanks to tax incentives for individuals and/or businesses.

(MH with Olivier Duquesne – Source: ACEA – Picture: © Tesla)