12:25 17-09-2025

Why Tesla is losing ground in Germany as rivals expand across Europe

Tesla has run into serious trouble in Europe, most visibly in Germany, which long served as its stronghold. In 2022, the company sold nearly 70,000 cars there and held the top spot. By January–August 2025, registrations added up to just 11,441, dropping Tesla to 11th place—below Opel, which managed 13,000 electric vehicles.

Meanwhile, the market keeps growing. Volkswagen has tightened its lead with more than 68,000 sales, BMW has climbed to nearly 31,000, and Skoda has reached 30,000. Tesla, by contrast, is surrendering share despite a refreshed Model Y. With no truly new models in the pipeline, it’s up against rivals expanding their ranges and bringing more accessible options to showrooms.

Elon Musk’s public profile adds another headwind. His active political stance and support for the AfD have put off some German buyers, eroding trust in the brand. When a cooling product lineup meets a reputational drag, the sales slide usually accelerates.

The question now is whether Tesla can rebuild confidence among European customers. Experience suggests that recovering from a fall this sharp is anything but straightforward—especially as competitors not only cement their lead but keep broadening their electric portfolios.