Tesla’s European sales down a third...

Tesla’s European sales down a third in 2025

It is not just British carmakers who are struggling: Tesla’s European sales are down a third this year, as total new car sales across the EU fell by 7% in June.

Tesla’s European sales have slumped 33% during the year so far to 110,000 compared with 165,000 in the first half of 2024, according to new data from the European Automobile Manufacturers Association (ACEA), a lobby group.

The figures suggest that Tesla is still struggling to emerge from a sales rut in Europe, even after releasing its refreshed Model Y.

Elon Musk, whose shares in Tesla have made him the world’s richest man, has also contributed to the decline in sales by backing Europe’s far-right political parties, and briefly allying himself with Donald Trump, who is deeply unpopular across Europe.

The US carmaker’s sales across Europe – including the EU, UK, Norway and Switzerland – were down by more than a fifth year-on-year in June, to 35,000.

Tesla shares were down 4% in pre-market trading on Thursday, after Musk last night said that the electric car pioneer “probably could have a few rough quarters” because of falling earnings as Trump clamps down on the hugely profitable sale of emissions credits to other carmakers.

Media personnel look at the refreshed Tesla Model Y electric car at the newly opened Tesla showroom in Mumbai, India.
Media personnel look at the refreshed Tesla Model Y electric car at the newly opened Tesla showroom in Mumbai, India. Photograph: Rafiq Maqbool/AP

The UK has been a rare bright spot for Tesla in Europe, with sales only down by 1.3% year-on-year in the first half of the 2025, according to the Society of Motor Manufacturers and Traders, the British industry’s lobby group. Yet the picture in the EU has been bleak: ACEA’s data show Tesla sales down 40% in June in the EU, and 44% over the course of 2025.

Across all of the European markets, Tesla’s share of sales has dropped from 2.4% in 2024 to 1.6% in 2025 – although it may regain some ground as sales of the refreshed Model Y pick up across the continent.

Yet rather than physical products bought by consumers, Musk is pinning much of his hopes on future earnings from driverless taxis run by AI. The company has launched a pilot programme in Austin, Texas.

Matt Britzman, an equity analyst at Hargreaves Lansdown, an investment platform, said:

Elon and the Tesla team failed to ignite a fire on last night’s earnings call. The numbers were objectively poor, but that was already expected, and shares were broadly flat on the initial release. The typical playbook for the past few quarters has been declining fundamentals but enough AI hype to keep investors sleeping at night.

Tesla is in a very small cohort of companies with enough growth potential that investors are, for now at least, willing to look past weakening core financials.

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Key events

Jason Rodrigues

Jason Rodrigues

A Guardian report in 1953 about figures released by the Society of Motor Manufacturers and Traders (SMMT) Photograph: G/Gdn

The mood at the Society of Motor Manufacturers and Traders (SMMT) today, following their gloomy news that the UK’s car industry output has dropped in the first half of 2025 to levels not seen since 1953 (aside from the coronavirus pandemic lockdown period), is probably quite different from 72 years ago.

This upbeat piece by the Manchester Guardian’s motoring correspondent in October 1953 told readers that figures from the SMMT were so positive that the UK car industry had ‘become the mainstay of the national economy’.

The income from UK vehicle exports was highlighted in the article, noting that after the war, car manufacturers had got into their stride, with the value of car exports rising from £68 million to £200 million per year during the 1950s.

Whereas the uncertainty around the export of UK cars to the US, caused by the Trump administration’s tariffs, has reportedly had a negative impact on current output, back in 1953 the outlook for UK car makers hoping to break into the traditionally tough US market couldn’t have been rosier.

One car, the eye-catching UK-made Jaguar XK 120 convertible, had won many admirers in the US, filling the order books of British exporters. Readers here were told that ‘Americans who could afford more than one car demanded that their family vehicle should be American, but their sports car should be characteristically British.’

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