Tesla's monthly sales in Europe plunge by half, signalling backlash against Musk runs deep
HighlightsTesla sales in Europe fell by 49 percent in April, dropping to 7,261 vehicles sold compared to 14,228 the previous year, amid a growing electric car market. The decline is attributed to backlash against CEO Elon Musk's political views, an aging model lineup, and increased competition from lower-cost electric vehicle brands, particularly from China. In contrast to Tesla's struggles, sales for battery-electric vehicles across all manufacturers in Europe rose by approximately 28 percent during the same period.
Tesla sales across Europe plunged by half last month even as growth in the electric car market picked up pace, according to data released Tuesday. The numbers are the latest indication of how much the Tesla brand is suffering because of the backlash against billionaire CEO Elon Musk over his far-right views.
Sales of Tesla vehicles in 32 European countries tumbled 49 per cent to 7,261 in April from 14,228 in the same month the previous year, according to the figures released by the European Automobile Manufacturers' Association, or ACEA.
At the same time, sales of battery-electric vehicles by all manufacturers rose about 28 per cent. Meanwhile, sales of gasoline and diesel powered cars slumped.
The figures, which cover the European Union's 27 member countries and five other nations outside the bloc, back up early data from Sweden, the Netherlands and Denmark released earlier this month that had pointed to a sales collapse.
Tesla has been reeling from protests and boycotts over Musk wading into politics, but it also faces other factors including an aging model lineup and intensifying competition from rival electric vehicle brands, particularly from China.
In one sign that Tesla appears to be losing ground to cut-price Chinese brands, sales at China's SAIC zoomed up 54 per cent in April, according to the ACEA figures. SAIC owns a slew of auto brands including UK-based MG, known for its low-cost EV models.
Tesla is also suffering because it had to shut down factories for several weeks this year while upgrading its best selling Model Y sport utility vehicle, pinching supply.
For the first four months of the year, Tesla's European sales fell roughly 39 per cent to 61,320 while the continent's auto market as a while showed little change during the same period, according to the data.
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