Alessandro Parohi
(Reuters) - TESLA sales were sold throughout Europe in April, including Sweden’s lowest level in 2-1/2 years, as Europeans bought more Chinese electric vehicles and protests against CEO Elon Musk’s political views.
In most parts of Europe, automaker sales have fallen for four consecutive months. In the first quarter, sales of all-electric vehicles in Europe increased by 28%, while sales of Tesla fell by 37.2%.
In Sweden, Tesla's new car sales in April fell to its lowest since October 2022. Sales in the Netherlands have fallen by 73.8% since 2022, with the weakest sales so far down 73.8% and Portugal has fallen by 33%, down 33%, larger than last month.
Data showed on Thursday that Denmark saw sales fell 67.2%, while France reported a 59.4% decline.
These figures will increase doubts about whether the revamped model Y in certain countries can revive Tesla's fate in Europe.
Car buyers can already order new models in most parts of Europe, but Tesla's websites in Germany, the UK, France and Italy say estimated delivery will begin in June. If an updated version of sales data wins consumers, it will take several months to display.
As downtime ends, its sales may resume growth along with other electric vehicle manufacturers, but poor performance each month threatens the group's full-year forecast.
Meanwhile, the group is offering auto loan discounts and other economic incentives for new purchases for its existing models in Norway, Sweden, Germany, the United Kingdom and France to boost demand.
Tesla is intensifying competition with traditional automaker competitors, while new Chinese entrants are launching new and often cheaper electric cars.
"Tesla's technology leaders have been largely eroded by the current model lineup," said Andy Leyland, co-founder of supply chain expert SC Insights. "The competition between traditional cars and Chinese competitors will make sales weight."
Musk, a close ally of U.S. President Donald Trump, has been involved in the administration's efficiency ministry and has led efforts to cut federal efforts. But he said he would reduce his time specifically for the Trump administration last week and spend more time running Tesla.
The company's first-quarter auto revenue fell by one-fifth and net profit fell by 71%, both lacking Wall Street's estimates.
On Thursday, its chairman Robyn Denholm denied a Wall Street Journal where board members are looking for a new CEO.
Tesla did not immediately respond to Reuters' request for comment.
"Reputation in the Destiny"
Musk's embrace of far-right politics in Europe has led to protests from billionaire CEOs and companies, as well as vandals in showrooms and charging stations in the United States and Europe.
"The brand has gained a reputation in Europe," said Ginny Buckley, CEO of Electifying.com, adding that between March 24 and April 11, 59% of respondents said Musk made it unlikely that they would buy Tesla.
Data from Sweden Travel shows that the brand sold 203 cars in Sweden in April.
In the Netherlands, it sold 382 cars in April, according to data released by the automotive industry Bovag, Rai Vereniging and RDC.
Industry association ACAP said Tesla's sales in Portugal fell to 302 cars in April.
Based on data from Norway Road Federation and Italian Ministry of Transport, its registration rose 11.8% and 29.3% to 976 and 446 vehicles respectively.
Tesla's European sales price fell 28.2% in March, with its battery power market share in the EU falling from 19.7% in the first quarter to 8.8%.
In the quarter, its Chinese competitors BYD and XPENG increased their battery power market share in the EU to 2.9% and 1.2% respectively.
Byd also holds a 3.1% share of the plug-in hybrid market, where Saic and Chery also expand their share to 3.9% and 0.6%.
(Reported by Stine Jacobsen, Alessandro Parody, Terje Solsvik, Andrei Khalip and Nick Carey. Editors of AnnaRingstrom, Jane Merriman, Mark Potter and Louise Heavens)