Tesla’s electric vehicle sales across the European Union cratered by 38.8% year-to-date through November 2025, totaling just 129,024 units compared to 210,869 in 2024, even as overall battery electric vehicle (BEV) registrations soared 44.1% to 188,730 in November alone. Chinese competitor BYD capitalized dramatically, with EU sales exploding 235.2% to 16,158 units that month, claiming a 1.8% market share—up from 0.6%—while Tesla’s share shrank to 1.4%. Analysts blame Elon Musk’s political controversies, delayed model refreshes, and aggressive Chinese pricing for the ongoing “annus horribilis,” marking Tesla’s seventh straight month of declines in key markets.
Dramatic Sales Declines Across Europe
Tesla’s woes intensified throughout 2025, with monthly plunges defying a booming EV sector. November EU registrations dropped 34.2% to 12,130 vehicles, while broader Europe (EU + UK + EFTA) saw an 11.8% fall to 22,801 units. Earlier, May sales in major markets like Germany (-36.2% to 1,210 units) and the UK (-45%) lagged a 44.9% and 28% BEV surge, respectively, relegating Tesla to fifth in UK EV rankings behind Volkswagen, BMW, Audi, and Skoda.
The slump began sharply: January sales across EU, UK, and Norway fell 45% to 9,900 units against a 37% BEV rise, equating to a real 60% demand drop when adjusted. By July, EU sales hit 6,600—a 42.4% decline—with year-to-date figures at 77,000 versus 137,000 in 2024. Q1 registrations plummeted 37% to 54,000 across expanded Europe, contrasting a 28% market uptick. Market share eroded from 18.2% in 2023 to 9.4% in May 2025 and 1.2% later.
| Period/Market | Tesla Sales | YoY Change | Market Share | BEV Market Growth | Source |
|---|---|---|---|---|---|
| Nov 2025 EU | 12,130 | -34.2% | 1.4% | +44.1% | |
| Jan-Nov 2025 EU | 129,024 | -38.8% | N/A | +27.6% YTD | |
| May 2025 Germany | 1,210 | -36.2% | N/A | +44.9% | |
| July 2025 EU | 6,600 | -42.4% | N/A | +7.4% overall | |
| BYD Nov 2025 EU | 16,158 | +235.2% | 1.8% | N/A | |
Country-by-Country Breakdown
Declines ravaged core markets. France saw -58% in November, Denmark -49% (Model Y -74%), Sweden/Netherlands/Portugal/Italy Model Y drops of 67%/62%/55%/44%. April brought an 81% plunge in Sweden to 2.5-year lows, with Q1 battery EV share falling to 8.8%. July persisted: Sweden -86% to 163 units, Denmark -52% to 336, Netherlands -62% to 443, Belgium -58% to 460, Italy -5% to 457, Portugal -49% to 284—all seventh-month streaks.
Norway offered rare relief via Model Y refresh, but elsewhere, Tesla bled ground. Hybrids claimed 35% EU share, signaling preference shifts as BEVs hit 17%.
Rise of Chinese Competitors
BYD dominated the counter-narrative, surging 222-240% continent-wide to 21,133 units in November (EU: 16,158) despite tariffs. May Chinese sales doubled market share to near 6%, with 65 units noted in snippets. Euronews reported BYD tripling July sales as Tesla faltered. JATO Dynamics confirmed Chinese growth amid EU BEV expansion.
Expert Reactions and Statements
Industry observers labeled 2025 Tesla’s “very bad year,” with CleanTechnica noting a 34% November tumble in an “annus horribilis”. Reuters highlighted Musk’s “right-wing endorsements sparking protests/boycotts” and Chinese pricing. A Tesla rep admitted: “Customers have favoured Chinese EVs… in protest against Musk’s political activities”.
Reddit users amplified: one calculated a 60% effective drop post-37% BEV growth, tying to Musk’s “Sieg Heils” and politics. CNBC cited “brand/reputational damage from Musk’s incendiary rhetoric” as sales nosedived fifth month running. Anadolu Agency blamed “Chinese competition, political backlash” for 34% November fall. 24/7 Wall St. warned of “three-year low,” linking to AI pivot over cars.
YouTube analyst Ben Alexxander decried market share collapse from 18.2% (2023) to 9.4%, questioning long-term decline. Statista charts showed Q1 37% drop vs. 28% BEV surge, rejecting market excuses. Mobility Portal flagged 78% share loss. No direct Tesla exec quotes beyond rep; focus stayed on data.
Underlying Causes
Musk’s far-right endorsements like Germany’s AfD and EU criticisms fueled boycotts since late 2024. Aging lineup delayed Model Y updates until mid-year, missing rivals’ launches. Chinese affordability eroded pricing power. Tesla stock fell over 15% YTD. Despite revamps, July declines persisted.
Broader Market Context and Outlook
EU new cars rose 7.4% July, EVs gained amid hybrids’ 35% dominance. Tesla’s Europe problem “got even worse,” per CNN, as BYD migrated buyers. Analysts eye model updates for rebound, but politics and competition loom. This slump underscores shifting EV dynamics, with Tesla’s pioneer status tested.
