Despite a surge in electric vehicle (EV) sales in Germany, Tesla has experienced a notable decline in its market presence. The downturn in Tesla's sales has been attributed to several factors, including the anticipation of a revised Model Y and image concerns linked to Elon Musk's political activities. In January, Tesla's new registrations in Germany plummeted by nearly 60%, and throughout 2024, no other brand saw such a significant drop in sales.
While overall passenger car registrations have decreased, battery-powered vehicles have seen growth. This increase is partially due to manufacturers delaying registrations from 2024 to meet CO2 fleet limits. The expiration of subsidies may have also contributed to this uptick. Data from the Federal Motor Transport Authority supports these observations.
The broader automotive market in Germany is showing signs of strain, with significant declines in diesel and petrol vehicle sales. However, EVs continue to gain traction, despite the discontinuation of purchase incentives. Tesla's market share in Europe has decreased, compounded by similar challenges in China, where sales fell by 49% in February compared to the previous year.
Despite these setbacks, Tesla's UK sales have remained resilient, growing over 20% in February. The Model 3 and Model Y remain popular, although Tesla's market value has dipped to levels seen before the Trump election. Additionally, a new UK tax on luxury cars is anticipated to impact many EVs, starting in April.
Overall, Tesla's struggles highlight the complexities of navigating a rapidly evolving automotive market, where competitive pressures and political influences play significant roles.
