In France, Tesla’s units sold fell from 13,448 in 2024 to 2,964 in 2025, representing a decrease of 77.98%, according to data analysed by Mobility Portal Europe.
This setback coincides with the rise of domestic brands such as Renault and Citroën, which currently dominate the electric mobility market in the country.
Among the factors explaining this shift in leadership, French government incentive policies stand out, offering up to 6,000 euros in subsidies for electric models priced below 47,000 euros.
The Renault R5 E-Tech and Citroën ë-C3, both locally manufactured, benefit from these subsidies, giving them an advantage over the Tesla Model Y, whose base price exceeds this threshold.
Additionally, the local factor is becoming more prominent. The increasing preference for “Made in France” models is reflected in cities like Lyon and Toulouse, where demand for domestically assembled vehicles grew by over 30% in the past year.
In Portugal, the reduction reached 38.16%, while Spain showed a more contained drop of 16.09%. In the latter case, Tesla went from 4,431 to 3,718 units sold.
The Model 3 and Model Y account for the majority of registrations, although their relative market share is affected by the lack of technological updates and the growth of European and Asian competitors.
In this context, the Spanish electric mobility market registered 76,688 electric vehicle (pure EV + plug-in hybrid) registrations between January and May, with a market share of 14.98%.
Although the global figures show expansion, inequalities by brand origin are evident: while some European manufacturers achieve tactical progress, Asian brands are rapidly gaining share due to their market responsiveness and product renewal.
Companies like Citroën, BYD, and Kia registered growths of 603%, 409%, and 179%, respectively, driven by the introduction of new electric models and greater commercial availability.
In Germany, Tesla reports a 60.42% decline in the first quarter, dropping from 14,705 to 5,820 units.
This setback comes in a particularly challenging year for the brand in that country: in 2024, its sales fell by 41% year-on-year, the largest reduction among all brands, according to the Federal Motor Transport Authority (KBA).
The downturn coincides with the abrupt end of state subsidies for electric vehicles in December 2023.
Moreover, the strong association of the brand with Elon Musk, questioned in Europe due to his political stances, and the public’s wait for the update of the Model Y, contribute to the contraction.
In the Netherlands, the decrease was 53.91%, from 8,299 to 3,825 units.
Although the country closed its incentive scheme in 2024 after meeting its adoption goals, the market continues to expand, driven by the corporate sector.
However, Tesla’s sales are suffering: the Model Y, which led in May 2024, dropped 42.4% year-on-year, and the Model 3 fell 23.3%.
Post-2026 fiscal uncertainty and the declining residual value of used electric vehicles are creating doubts among private consumers.
Italy is the exception, with a slight drop of 1.39%, standing at 3,907 units compared to 3,962 in 2024.
Tesla, against the growth trend
While the electric vehicle market continues to expand, with an annual projected growth of 20%, Tesla’s downturns in Europe contrast with a widespread growth trend.
According to ChargeUp Europe’s State of the Industry report, in 2024, 1 in 5 new cars sold in Europe was electric, reflecting the accelerated adoption of electric mobility.
The EV market has grown by 52% since 2016, with a total of 10.6 million electric vehicles sold in 2024.
Despite this expansion, Tesla has seen its market share shrink in key markets, especially as emerging competitors gain ground in a market increasingly tilted towards BEVs.
Long-term projections estimate that 100% electric cars will represent 30% of the European fleet by 2035, highlighting the consolidation of the market in the face of Tesla’s struggles to maintain its leadership.
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