Published: Thursday, August 28, 2025 · 10:57 AM | Updated: Thursday, August 28, 2025 · 10:57 AM
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Sales of Tesla (TSLA) cars have continued to decline across Europe, falling 40% in July, as Chinese rival BYD (1211.HK) saw a surge in registrations in the region last month.
New registrations for Tesla vehicles fell to 8,837 units in July, across the European Union, the European Free Trade Association (EFTA) bloc and the UK, down from 14,769 for the same month last year. That’s according to the latest data from European Automobile Manufacturers Association (ACEA), published on Thursday, which showed Tesla’s market share had fallen to 0.8% in July from 1.4% last year.
From January to July, there were 119,013 new Tesla registrations across the region, which was down 33.6% compared to the same period last year.
Dan Coatsworth, investment analyst at AJ Bell (AJB.L), said: “July was a terrible month for Tesla for European vehicle registrations. Its brand has been tarnished by Elon Musk’s political involvement and outspokenness, as well as growing competition – put simply, driver appetite for a new Tesla is poor.”
By comparison, sales of BYD cars jumped 225% year-on-year in July to 13,503 units across Europe, with the carmaker gaining a 1.2% market share last month.
Over January to July, there were 84,416 new BYD registrations in the region, marking a surge of 290% compared to the same period last year.
“The fact BYD’s growth has motored at full speed shows where European drivers are looking,” said Coatsworth. “They are putting their faith in China’s electric vehicle challenger brand, with affordability a key factor behind the choice of manufacturer. BYD’s vehicles are winning plenty of awards, suggesting that drivers are happy behind the wheel and the message is spreading far and wide.”
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“Tesla has already said its future will include more affordable vehicles, and it needs to travel down that road as fast as it can,” he added.
More broadly, ACEA’s data showed that sales of battery electric cars rose 33.6% year-on-year across Europe last month, while plug-in hybrid registrations were up 52.3% and hybrid electric sales increased 11.1%.
Tesla sales have continued to fall this year amid backlash against Musk. That’s despite the billionaire’s exit from his advisory role to the Trump administration, heading up the Department of Government Efficiency (DOGE), at the end of May.
A public feud between Musk and president Donald Trump following his departure from Washington weighed further on Tesla shares, which are down more than 13% year-to-date.
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