OSLO/COPENHAGEN: Tesla is experiencing a sharp drop in sales across Scandinavia and France as shifting consumer sentiment and an aging vehicle lineup challenge its dominance in the electric vehicle market.

Once the top-selling car brand in Norway, Sweden, and Denmark, Tesla is now losing ground to rivals Volkswagen and Toyota, with sales figures reflecting a significant decline compared to last year.

In February, Tesla registered 613 new vehicles in Sweden, down 42 percent year over year. In Norway and Denmark, the numbers fell 48 percent, with only 917 and 509 vehicles registered, respectively. Meanwhile, the demand for electric vehicles is still rising in these regions.

In France, the downward trend continued. Tesla registrations fell 45 percent in the first two months of 2025 compared to the same period in 2024. Last year, the Model Y was France's best-selling EV, ranking 10th among all cars, but this year, it has dropped to 27th place, now trailing behind the Peugeot 208, Renault 5, and Citroen e-C3.

Tesla did not respond to requests for comment.

CEO Elon Musk's close involvement with U.S. President Donald Trump and his public endorsements of far-right politics in Europe have sparked boycotts and protests, further fueling consumer hesitation.

"The brand has had a unique market position in Norway for several years. Whether that will continue is uncertain because there is a lot of unrest and noise around Tesla and Elon Musk," the Norwegian Road Federation (OFV) stated.

In Denmark, a growing number of potential EV buyers are looking for alternatives to Tesla.

"A lot of people start by saying, ‘I want to buy an electric car, but I don't want it to be a Tesla,'" said Ilyas Dogru, chief adviser at the Danish Federation of Motorists. "The political consumer has always been there, but it's more pronounced with Tesla now."

Tesla is preparing to introduce an upgraded Model Y in Europe. The car has been Scandinavia's best-selling car for two years. However, experts are uncertain whether it will be enough to win back lost customers.

"Tesla has now lost some of its existing customers, and it is absolutely certain that they have lost some potential customers," said Atle Falch Tuverud, editor-in-chief of BilNytt, a Norwegian auto trade publication.

Some analysts believe Tesla could counteract the decline by cutting prices or releasing new models. With the redesigned Model Y arriving in March-June, the coming months will reveal whether Tesla can reverse its slipping market position.