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Tesla sales plunge again in Europe as anger at Musk keeps buyers away for 7th month in a row

Published: 29 Aug. 2025, 10:09

Tesla logo is seen in this illustration taken July 23. [REUTERS/YONHAP]

Europeans angry at Elon Musk still aren't buying his cars months after the billionaire predicted a “major rebound” in Tesla sales, data released Thursday shows.

Tesla sales plunged 40 percent in July in 27 European Union countries compared to a year earlier even as sales overall of electric vehicles soared, according to the European Automobile Manufacturers’ Association. Meanwhile, sales of Chinese rival BYD continued to climb fast, grabbing 1.1 percent market share of all car sales in the month versus Tesla's 0.7 percent.

Tesla stock fell 1.5 percent in afternoon trading Thursday.

Musk angered many Europeans by wading into politics there, embracing far-right candidates, calling a British prime minister an “evil tyrant” who belongs in prison and telling Germans “things will get very, very much worse” in their country if they didn't vote for the anti-immigrant Alternative for Germany party. Protests broke out in several cities, including a hanging of the billionaire in effigy in Milan and posters in London likening him to a Nazi.

The company has several other problems that have hurt sales.

The company is still awaiting European regulatory approval to allow Tesla owners there to use its most advanced driver-assistance features available in the United States, a big appeal to buyers. Musk had predicted approval of its so-called Full-Self Driving software was going to happen by March of this year.

Another hit came from Tesla's decision to close down factories temporarily earlier this year to retool for a new version of its best-selling Model Y sport utility vehicle.

The company is hoping the introduction of cheaper Teslas in the last three months of this year will boost sales.

Overall, the company sold 6,600 cars in July in the EU versus 11,465 a year ago. The plunge came despite a 39 percent surge in battery electric vehicle sales overall.

For the first seven months of the year, Tesla sales have fallen 44 percent. For that entire period, as opposed to just July, Tesla was still the EV market leader. It accounted for 1.1 percent of European sales of all types — battery, hybrid and gas powered — versus 0.9 percent for BYD.

AP