Tesla Europe Sales Down 17% for 13th Month in a Row

Tesla's new car registrations in Europe fell 17% in January 2026 to 8,075 vehicles, marking the 13th straight month of sales declines. Its market share across major European regions dropped to 0.8% from 1% year-over-year. Expert Rico Luman of ING attributes this to a deteriorating brand image, competition from budget EV makers like BYD, and Tesla's lack of new models. The company's focus on autonomous driving over expanding its vehicle range is also a factor. Additionally, an oversupply of used Teslas is压低 prices, further straining new sales. This trend underscores Tesla's struggles in the competitive European electric vehicle market.

Tesla's European sales declined for the 13th consecutive month in January 2026, with new registrations falling 17% year-on-year to 8,075 vehicles. The company's market share across the EU, UK, Switzerland, Norway, and Iceland dropped to 0.8% from 1% a year earlier, reflecting ongoing challenges in the region.

January Sales Data

New car registrations: 8,075 in January 2026.
Year-on-year decrease: 17%.
Consecutive months of decline: 13.

Market Share Overview

Market share in key European markets (EU, UK, Switzerland, Norway, Iceland): 0.8% in January 2026, down from 1% in January 2025.

Expert Insights

Rico Luman, senior sector economist for transport and logistics at ING, highlighted several factors:

Deteriorating brand image in Europe over the past year.
Increased competition from affordable electric vehicles, including models from BYD, MG, and ZEEKR.
Lack of new model introductions by Tesla.
Tesla's strategic focus on autonomous driving technology over expanding its mass-market vehicle lineup.

Used Car Market Pressure

A surge in remarketed first-generation Teslas (after 4-6 year leases) has increased used vehicle supply.
This influx has driven down second-hand Tesla prices, intensifying competition for new sales.