Tesla Registrations in Europe Continue Sharp Decline into 2026

Tesla registrations in Europe experienced a significant decline in January 2026, marking over two years of continuous decreases. Across five major European markets that have reported data, Tesla registrations were down a notable 44% year-over-year.

Tesla registrations in Europe continued to decline in January 2026, marking over two years of continuous decreases.

The total registrations across these five countries fell from 3,605 in January 2025 to just 2,021 in January 2026.

Key Market Performance: January 2026

Here's a breakdown of Tesla's performance in specific European markets:

• France: Down 42.0% (1,140 in Jan 2025 to 661 in Jan 2026)
• Sweden: Up 26.4% (405 to 512)
• Denmark: Up 3.2% (444 to 458)
• Netherlands: Down 66.9% (927 to 307)
• Norway: Down 88.0% (689 to 83)

While Norway's sharp decline was partly anticipated due to the end of most EV incentives on January 1, 2026, significant drops were also observed in France and the Netherlands. The gains recorded in Sweden and Denmark occurred from previously low January 2025 figures; notably, Sweden's January 2026 registrations remain 29% below January 2024 levels.

Accelerating Downward Trend

This latest data continues a longer-term trend of declining sales for Tesla in Europe. The company's full European registrations dropped 27.8% in 2025 to 235,000 units. This followed a roughly 10% decrease in 2024 from 2023 levels. The year-over-year decline rates have been accelerating: approximately 10% from 2023 to 2024, 27.8% from 2024 to 2025, and a pronounced 43.9% for January 2026 compared to January 2025.

Contributing Factors to the Decline

Multiple factors are contributing to this sustained and accelerating decline in Tesla's European market performance:

• Product Age: The Model Y, a key product, has been available in its current form for over four years. This places it at a disadvantage as competitors consistently offer newer alternatives.
• Brand Perception: Elon Musk's public activities and commentary have impacted the brand's appeal, particularly among environmentally conscious buyers in Europe.
• Competition: Chinese automakers, such as BYD, have significantly increased their market share in Europe. In the Netherlands, Tesla moved from being the top EV brand to fifth place in January.
• Incentive Changes: Reductions or restructurings of EV incentives in several European countries have had a greater impact on Tesla's higher-priced vehicles compared to more budget-focused competitors.

Further registration data from other major European markets, including the UK, Germany, Italy, and Spain, is still awaited. Germany was Tesla's largest European market until 2025, when its registrations decreased by a substantial 48%.