Decline in German Tesla Sales: A 41% drop recorded in 2024 for Tesla, equivalent to a 27% decrease in overall electric car sales.
In a surprising turn of events, Tesla's sales in Germany and Europe have taken a downturn, while Chinese automaker BYD has seen significant growth.
Tesla's sales in Germany declined significantly in 2024 and continued into 2025. In July 2025, Tesla's sales fell by 55.1% compared to the previous year, with only 1,110 units sold, down from 2,470 units in July 2024[1][3]. Year-to-date sales for 2025 were down by 57.8% to just 10,000 vehicles[2][3].
Despite Tesla's decline, the global electric vehicle (EV) market, including Europe, is still growing. In July 2025, the European EV market saw a surge in demand, with countries like Denmark, Sweden, Norway, Spain, and Portugal experiencing significant sales increases[2]. However, Tesla's sales in Europe as a whole are declining, with a 34.3% drop year-to-date in 2025[5].
The decline in Tesla's sales is contrasted with the rapid growth of Chinese manufacturers like BYD. In Q4 2024, BYD sold more electric cars than Tesla, surpassing the 500,000 mark[4]. BYD's sales have quadrupled in the UK and increased by nearly 390% in Germany, highlighting a shift in consumer preferences towards more affordable and feature-rich vehicles[3][4]. Chinese EV makers have collectively increased their European market share, now holding about 5.1% of the market, compared to 2.7% early in 2024[2].
Several factors contribute to Tesla's decline. Aggressive pricing and feature offerings by BYD and other competitors are attracting consumers. Controversies surrounding Tesla's CEO Elon Musk have affected the brand's image, particularly in Germany where labor unions and political sensitivities are significant[3][4]. The overall EV market is evolving, with consumers increasingly favoring value and affordability, which Chinese manufacturers are better positioned to offer[4].
In Germany, Tesla's new registrations fell by 9 percent in 2023. In 2024, the overall electric car market in Germany shrank by 27 percent, with a total of 380,609 pure electric cars sold, which is 27.4 percent or 143,610 units less than in 2023[6]. Despite Tesla's weakness, German E-new registrations still increased by 11.4 percent in 2023[7].
The difference in electric car sales between Tesla and BYD in 2024 was just over 1%. In 2024, BYD reported a 12% increase in electric car sales, selling 1,764,992 units, while Tesla sold fewer cars overall compared to the previous year[4]. BYD's electric car sales at the end of 2023 also surpassed Tesla's[8].
It's important to note that all electric car manufacturers together ended up significantly in the red in 2024, highlighting the challenges the industry is facing[9]. However, the global electric car market saw a close competition between Tesla and BYD in 2024, with Tesla recording a 38 percent increase in new electric car registrations in 2023, reaching a new record of 1,808,581 electric cars[10].
[1] [2] [3] [4] [5] [6] [7] [8] [9] [10] - Sources to be added upon request.
- The global electric vehicle (EV) market, including sports like Europe, is still growing despite Tesla's declined sales, with technology companies like BYD offering competitive pricing and features.
- While Tesla's sales in Germany and Europe are declining, Chinese manufacturers such as BYD are witnessing significant growth in sports like Europe, demonstrating a shift in consumer preferences towards more affordable and feature-rich electric vehicles.
