New Tesla registrations in Denmark collapsed 67 % in April to 180 vehicles, industry data showed Thursday, underscoring a sharp demand drop for the EV maker in one of its once-strong European markets.
Registrations of new Tesla vehicles in Denmark tumbled 67.2 percent year on year in April, dropping to just 180 cars, according to data released Thursday by industry tracker Mobility Denmark.
The steep decline—down from roughly 550 units in the same month last year—comes as Tesla faces softer demand across Europe, stiffer competition from Chinese EV makers and lingering high borrowing costs that have dampened overall car sales.
Denmark had been one of Tesla’s fastest-growing European markets in 2023, buoyed by tax incentives for zero-emission cars. Those incentives have gradually tightened, while rivals have launched cheaper electric models, eroding Tesla’s market share.
Tesla has yet to comment on the Danish figures, but CEO Elon Musk said last week the company would “double down” on sales efforts in Europe as it shifts focus toward upcoming robotaxi and next-generation vehicle programs.
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