Overview
- Nordic & Dutch Bloodbath: Registrations plunge 89% in Sweden, 86% in Denmark, 50% in Norway, and 48% in the Netherlands; Spain -31%.
- France Only Bright Spot: Small YoY gain for second month.
- Chinese Onslaught: MG (3,725), BYD (2,806), Omoda/Jaecoo (2,407 combined) dwarf Tesla’s 393 in Spain.
- Norway Crown Slips: Tesla outsold by VW Group despite 90% EV market.
- YTD EU Collapse: Jan–Sep -28.5%; Oct deepens pain.
- Musk Backlash: Analysts cite CEO’s far-right support & Trump ties.
- Market Shift: Ageing lineup vs fresh Chinese & legacy rivals.
Tesla Europe Sales October 2025: 89% Sweden Plunge as Chinese EVs Steal the Show
Tesla’s European honeymoon is officially over. October registrations—a reliable proxy for sales—crashed across the continent, with Sweden down 89%, Denmark -86%, Norway -50%, the Netherlands -48%, and Spain -31%, per local industry data. The lone outlier: France, posting a modest YoY gain for the second straight month. After a fleeting September rebound, the U.S. EV giant is back in free-fall, hammered by an ageing lineup, fierce Chinese competition, and a growing consumer backlash against CEO Elon Musk’s political stances.
While Europe’s overall EV market leapt 119%, in Spain alone, Tesla bled share. In Denmark and Spain, Chinese brands—MG, BYD, Zeekr, and Omoda—routed Tesla in volume. Sweden saw Tesla (133 units) trail even Porsche (172). Through September, Tesla’s EU sales were already -28.5% YTD; October has widened the wound.
Country-by-Country Bloodbath
| Market | Oct 2025 Units | YoY Change | Notes |
|---|---|---|---|
| Sweden | 133 | -89% | Behind Porsche |
| Denmark | — | -86% | Multiple Chinese brands top |
| Norway | — | -50% | VW Group outsells Tesla |
| Netherlands | — | -48% | Market up, Tesla down |
| Spain | 393 | -31% | MG 3,725, BYD 2,806 |
| France | — | + small | Second gain |
Chinese Brands Humiliate Tesla
- Spain: MG (3,725), BYD (2,806), Omoda+Jaecoo (2,407 combined) vs Tesla’s 393.
- Denmark: BYD, Xpeng, and Zeekr all outsold Tesla.
- Sweden: Porsche (172) > Tesla (133).
Musk Factor: The Political Price Tag
Analysts point to a “Musk effect”:
- Trump ties: Heavy funding for 2024 victory alienated left-leaning EV buyers.
- Far-right support: Vocal backing of European populist parties.
- Brand fatigue: Ageing Model 3/Y vs fresh rivals.
“The Musk factor looks like it is contributing to the difference.”
— Ciara Cook, New AutoMotive
Ageing Lineup vs Flood of New EVs
Tesla’s core issue: no major refresh since 2022.
- Legacy giants (VW ID.7, BMW i5) and Chinese upstarts launch monthly.
- Tesla’s next big reveal: Robotaxi/Cybercab delayed to 2026+.
Europe YTD: -28.5% and Counting
| Period | Tesla Change | Market Change |
|---|---|---|
| Jan–Sep 2025 | -28.5% | +12% (BEV) |
| Oct 2025 | Steep drop | +119% (Spain) |
What’s Next?
- Pop-ups & marketing blitz in NCR malls.
- Model 3 “Highland” refresh rollout acceleration.
- Local production talks for tariff relief.
Conclusion: Tesla’s European Winter
October 2025 wasn’t a blip—it was a wake-up call. With 89% crashes, Chinese routes, and the Elon Musk backlash in full swing, Tesla’s European crown is slipping. While France offers faint hope, the continent’s message is clear: innovate or evaporate. As winter looms, Tesla needs more than FSD demos—it needs new metal, fast.
News Source: reuters.com
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