London — Recent sales data reveal a significant drop in Tesla vehicle sales across Europe, as many Europeans express discontent with Elon Musk's political activities. Musk's close relationship with President Trump and his influence on U.S. policy have seemingly led to a backlash, causing potential buyers to avoid Tesla vehicles. This sales decline coincides with anti-Musk advertisements in the U.K. and other countries, likening him to Adolf Hitler.
According to the European Automobile Manufacturers' Association (ACEA), new vehicle sales for Tesla fell by nearly half in January, dropping 45% year-on-year. In numerical terms, Tesla sold just under 9,950 vehicles in Europe for January, compared to over 18,100 vehicles in the same month of 2024. This decline has negatively impacted Tesla's share price, which had surged to a record high following Mr. Trump's election victory but has since fallen below the $1 trillion mark.
In Germany, Tesla's sales plummeted nearly 60% in January year-on-year. This decline might be attributed to Musk's alleged interference in the country's federal elections, where the far-right AfD party, supported by Musk, emerged as the second most popular. Likewise, in France, Tesla's sales dropped 63%. Musk's endorsement of far-right parties and criticism of left-leaning ones might have contributed to this decline, although increasing competition from other electric vehicle (EV) makers could also be a factor.
In the U.S., Tesla's sales declined by 1% in 2024 compared to the previous year, marking the automaker’s first annual sales decline in 12 years. Despite global EV sales rising by 7.3%, Wall Street analysts suggest that Musk's political activities might be alienating previously loyal consumers. Protests have also been reported at several Tesla dealerships in the U.S. Analysts from the U.S. financial services firm Wedbush noted in a company report that Musk's alliance with Trump and his actions related to DOGE could drive some consumers away from the Tesla brand. However, they consider these brand issues containable for now.
While Tesla's European sales plummeted in January, ACEA data indicates a 34% surge in overall electric vehicle sales, with consumers increasingly considering options from Chinese and European automakers. In the U.K., following Musk's attack on Prime Minister Keir Starmer and his call for the release of a jailed far-right activist, Tesla's sales fell by a gentler 12% year-on-year.
Public anger towards Musk is visible on British roadsides, where the activist group "Everybody Hates Elon" has plastered bus stop ads with posters depicting Musk in a hand gesture resembling a Nazi salute. Musk has neither confirmed nor denied the intent behind the gesture but mocked the criticism on his social media platform X, stating that the "everyone is Hitler" attack is tired. The protest group's posters feature the words "0 to 1939 in three seconds," referencing the start of World War II.
