The fall of Tesla did not expect. Sales of the brand of electric cars fell 36.8 % in France on a slightly decreased electric cars market, according to figures published Tuesday by the automotive platform (PFA), which represents manufacturers and equipment manufacturers.
In Sweden, Tesla fell 63.9 % in March, and 55.2 % over the first three months of the year, according to Mobility Sweden. Number one of sales in the first quarter of 2024, the Tesla Model SUV is now behind two Volvo, the luxurious Volkswagen ID.7 and a Subaru. In Denmark, the brand’s sales at T has decreased by more than half (-56 %) in the first quarter compared to the same period in 2024, according to Mobility Denmark.
Germany, the United Kingdom or Italy must still publish their registration figures in the coming days for the month of March, as well as Tesla its sales figures in the first quarter.
The figures for January and February were already without appeal: Tesla registrations were almost divided by two over one year in the European Union (EU), falling to 19,046 vehicles and 1.1 % market share, according to manufacturers’ figures.
Tesla burned in Rome
At the same time, calls for boycott and acts of vandalism have multiplied against vehicles, dealers and charging stations of the brand. Several events were organized on Saturday in front of places of sale in North America and Europe.
Monday morning in Rome, 17 cars left for smoke in front of a dealer, according to the local press. Elon Musk denounced an act of “terrorism” on his X network. Italian Deputy Prime Minister Matteo Salvini for his part condemned “violent demonstrations, insults, attacks and criminal fires” against the brand.
“Too much unjustified hatred towards Tesla. The season of hatred and conflicts must end as soon as possible, ”launched the far-right politician on X.
Violent protests, insults, assaults, and arson. Too much unjustified hatred against the Tesla car company.
The season of hate and conflict must come to an end as soon as possible.
My solidarity goes out to @elon musk and to all the workers who have been threatened and attacked. pic.twitter.com/zKAJvhtY31– Matteo Salvini (@matteosalvinimi) March 31, 2025
Elon Musk “sabotes climate action”
For Stephanie Valdez Stream, from CoX Automotive, “it is undeniable that Elon Musk is an influential factor whose actions affect the image and sales of the brand”.
The Environmental NGO Mighty Earth summarized the buyers’ dilemma in a statement on Tuesday: if Tesla electric cars are exemplary from the environmental point of view, the action of Elon Musk head of its commission for government efficiency “sabotage climate action, in dismissing environmental agents and reduces the ability of the American government to prevent oil companies, coal and meat and water ”.
For Øyvind Solberg Thorsen, director of the Norwegian Information on Road Traffic (OFV), “most new car buyers are little influenced by factors outside the car they want, but for some, the values of the brand are very important”. Tesla still dominated the Norwegian market in March but its market share was divided by two in a year.
More classically, the brand confronts with its aging range a burst of new electric models from its competitors, European and Asian. For Matthieu Noël of the Roland Berger cabinet, Tesla, who participated in creating the electric car market, “is no longer positioned with the best products”, underlines Mr. Noël.
In addition, Elon Musk does not give an obvious horizon to the brand: if he has announced the arrival of cheaper models, he assures that the future of Tesla will only be played via its taxi robots, whose production must start soon but whose commercial future is more than vague.
“Only time will say if Tesla can succeed in crossing this critical course and finding a new growth engine,” said Stephanie Valdez Streaty at the Business Insider site.