Tesla sales collapse across Europe while BYD gains ground: Down 89% in Sweden, 86% in Denmark, 50% in Norway

Tesla’s grip on Europe’s electric vehicle market is slipping fast. After a brief rebound in September, the automaker saw sales nosedive across several key markets in October — an alarming sign that its once-dominant position in the region is losing ground to aggressive competition and shifting consumer sentiment.

In Sweden, Tesla’s new car registrations — a key proxy for sales — dropped a staggering 89%. The fall was almost as steep in Denmark, where sales tumbled 86%, and Norway wasn’t far behind with a 50% decline. These countries, once reliable strongholds for Tesla, now reflect a broader cooling trend that’s been unfolding across the continent throughout the year.

“The automaker’s new car registrations – a proxy for sales – dropped 89% in Sweden, 86% in Denmark, and 50% in Norway. Tesla had seen sales rise in a number of European markets in September after falling for most of this year,” Reuters reported.

France was the only bright spot. Tesla managed a small 2.4% gain there, its second consecutive monthly increase, though that still trailed behind the country’s overall auto market, which grew by 2.9%.

The setback in Norway is particularly striking. Nearly all new cars sold there are electric, and Tesla has long been the country’s top automaker. But the latest numbers suggest a real shift in consumer preference as new EV entrants flood the market.

Across Europe, Tesla’s sales have dropped 28.5% through September compared with the same period last year. The company’s limited lineup and ageing models are starting to show their age just as legacy automakers and Chinese brands release fresh electric options at record speed.

Adding to its troubles, some European consumers have begun distancing themselves from Tesla and CEO Elon Musk, whose open political support for Donald Trump’s campaign and far-right parties in Europe has sparked backlash in several countries.

Competition isn’t helping either. In Denmark, Tesla was outsold by Chinese brands like BYD, Xpeng, and Geely’s Zeekr — companies that have moved aggressively into Europe with stylish, affordable EVs that appeal to a wider range of buyers.

“Car buyers have more choice than ever, with an influx of new EVs from established manufacturers and ambitious newcomers from China,” said Ginny Buckley, CEO of electric-car buying and advice site Electrifying.com. “Tesla no longer has the market to itself, and that seems to be showing in its sales figures in Europe.”

The slump in Sweden adds another bruise. Tesla sold just 133 vehicles there in October — fewer than Porsche, which moved 172. Year to date, Tesla’s Swedish sales are down 67% compared with last year.

The news comes as Tesla eyes backup CEO candidates as Musk threatens to quit if a $1 trillion pay deal fails. The pay was tied to the company’s performance and eightfold valuation growth.

For years, Tesla enjoyed an almost mythic status among European EV buyers, riding on early innovation and brand excitement. That era is fading. With BYD and other Chinese automakers gaining traction and traditional carmakers catching up, Tesla now faces a tougher fight than ever to hold its ground on the continent.