Tesla sales decline across Scandinavia as Musk faces test of brand

Key Points

  • Tesla's Scandinavian sales fell sharply in February, with a 42% drop in Sweden, and 48% in both Norway and Denmark.
  • Elon Musk's political involvement has led to "Tesla Takedown" demonstrations and calls for boycotts, affecting brand loyalty.
  • Despite overall EV demand growth, Tesla's market share in Norway has decreased from 20% in 2023 to 8.8% year-to-date.
  • Tesla faces a loyalty test with the upcoming introduction of an upgraded Model Y in Europe.

Summary

Tesla Inc. experienced a significant decline in sales across Scandinavia in February, with registration data showing a sharp decrease in Norway, Sweden, and Denmark. This downturn comes amidst CEO Elon Musk's controversial political engagements, which have sparked "Tesla Takedown" protests in the U.S. and calls for boycotts in other regions. Despite the growing demand for electric vehicles in these countries, Tesla's market share has notably slipped, particularly in Norway where its share of car sales has dropped from 20% in 2023 to 8.8% year-to-date. The company's challenges are compounded by an aging product lineup, although it plans to introduce an upgraded Model Y in Europe. This new model could be pivotal in regaining market share, but there's uncertainty about whether Tesla can recapture its former dominance due to the current unrest surrounding the brand and its CEO. The impact of these developments on Tesla's sales and brand loyalty will likely become clearer in the coming months as new models are introduced and market reactions are observed.

yahoo
March 3, 2025
Stocks
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