Tesla’s market performance in Scandinavia has experienced a notable downturn, with registration data from February showing a significant decline compared to the previous year.
In Sweden, new Tesla registrations dropped by 42% year-on-year, while both Norway and Denmark saw decreases of 48%, despite an overall increase in auto and electric vehicle demand in these countries.
In Norway—where nearly all new vehicles are electric—Tesla’s share of total car sales has fallen to 8.8% year-to-date, down from 18.9% recorded in 2024 and 20% in 2023. Industry observers note that this decline coincides with increasing competition from rivals such as Volkswagen and Toyota, which have introduced newer model lineups that appear to be capturing consumer interest.
Analysts suggest that Tesla’s challenges may be compounded by broader concerns over brand perception. CEO Elon Musk’s political activities, including his involvement in U.S. political affairs, federal workforce cuts, and comments perceived as aligning with far-right views in Europe, have sparked demonstrations and calls for boycotts. Some prospective buyers, according to the Danish Federation of Motorists, have indicated a willingness to consider alternatives to Tesla amid what they describe as a growing trend in “political consumerism.”
The company is also facing scrutiny over its vehicle lineup. Observers point to an ageing range of models as a potential factor in the current sales decline. Tesla is preparing to introduce an upgraded version of its Model Y mid-size SUV in Europe—the best-selling car in the region over the past two years—but it remains to be seen whether this new iteration will help the company regain market share. Initial assessments of the impact are expected between March and June, with possible adjustments in pricing strategy also under consideration.
A Tesla spokesperson did not immediately respond to requests for comment regarding the recent sales figures and market trends.
As competition intensifies and brand loyalty is tested, the coming months will be critical in determining whether Tesla can reverse its declining momentum in the Scandinavian market.
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At least 11 people have died after a landslide triggered by heavy rain struck parts of northwestern Colombia, local authorities confirmed Wednesday.
At least 16 people were killed during anti-government protests across Kenya on Wednesday, with rights groups accusing police of using lethal force against demonstrators marking the anniversary of last year's deadly unrest.
Florida has started constructing a new migrant detention centre deep in the Everglades, a remote wetland known for its treacherous wildlife, as part of the Trump administration’s efforts to expand detention capacity.
The European Commission has announced looser state aid rules to accelerate green industrial projects and offer energy price relief for heavy industries, aiming to keep Europe competitive amid U.S. and Chinese pressure.
Turkish President Recep Tayyip Erdogan met his Romanian counterpart Nicusor Dan on the sidelines of the NATO summit in The Hague, reaffirming a commitment to deepen bilateral ties and enhance Black Sea security.
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