According to official data, the picture looks like this:

– Sweden: a drop of 86% (163 cars sold)
– Denmark: minus 52% (336 cars)
– France: a decrease of 27% (1,307 units)
– Netherlands: a decline of 62% (443 cars)
– Belgium: minus 58% (460 cars)
– Italy: a drop of 5% (457 units)
– Portugal: minus 49% (284 cars)

This is already the seventh consecutive month that these markets have seen a decline in sales. If we sum up the results of the first half of 2025, Tesla's total sales in Europe have fallen by more than a third.

There are several reasons for this situation, and they are interconnected. First, competition is becoming increasingly fierce, especially from Chinese manufacturers, notably BYD. Second, regulatory pressure is intensifying. And third, the behavior of the company's CEO, Elon Musk, is causing more and more negativity, which irritates not only journalists but also buyers themselves.

In France, the company faces daily fines due to advertising that presents electric cars as fully autonomous. American regulatory authorities also keep Tesla in their sights, and Musk's recent statements about plans to create a new political force in the US have added to investors' concerns. As a result, the manufacturer's shares fell by almost 8% in a single day.

However, not everywhere is the situation negative — some markets are seeing growth. In Norway, sales jumped by 83% (838 cars), and in Spain by 27% (702 units). Moreover, in Spain, the entire electrified vehicle segment grew by 155%. It is there that Tesla is feeling increasing pressure from BYD: the Chinese brand sold 2,158 cars, almost eight times more than in July last year.

The Ukrainian market, although Tesla is not a mass player here, also feels these global changes. Demand for electric vehicles in our country is growing, but buyers are increasingly choosing more budget-friendly options, particularly Chinese ones. If Tesla does not reconsider its pricing policy and adapt to local realities, it may lose ground.

This is not the first warning sign for the company — at the beginning of the year, information emerged that for the first time in more than ten years, the manufacturer ended the year with a decline in sales, despite a fairly successful final quarter of 2024.