Sales of Tesla cars slumped in five European countries in January, but the decline has been particularly sharp in France – with a drop of 63 percent.
The electric vehicle (EV) market declined by 6 percent overall in January compared to the previous year, but Tesla has been particularly hard hit.
Sales of the company's EVs dropped by 63 percent in France, 44 percent in Sweden, 38 percent in Norway, 42 percent in the Netherlands and 12 percent in the UK.
One explanation for the decline is Tesla's failure to launch a new mainstream model since the Model Y in 2021. Meanwhile, its European and Chinese rivals have brought out a range of more affordable products, better adapted to local preferences.
France has also decreased subsidies for EV purchases, making Tesla's premium models far less affordable.
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Polarising politics
The drop in Tesla sales has also coincided with its CEO Elon Musk's increasingly polarising political positions. His calls to support far-right parties in Europe have multiplied under new American president Donald Trump's administration.
The billionaire has used his social media platform X (formerly Twitter) to voice support for the far-right Alternative for Germany party (AfD) ahead of the country's February elections, and to amplify far-right commentators.
In a recent video address to an AfD campaign rally, two days before the 80th anniversary of the liberation of the Auschwitz concentration camp, that Germans should not feel guilt over the sins of their great-grandparents.
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At Trump's inauguration ceremony last month, Musk made a gesture that was widely interpreted as a Nazi salute. Musk responded to the accusations on X, posting: "Frankly, they need better dirty tricks. The 'everyone is Hitler' attack is sooo tired."
Last week, French Prime Minister François Bayrou said that Musk's vast fortune was enabling him to "threaten democracy", adding "money should not give the right to rule consciences".
European politicians have pushed back against Musk's recent comments, while several European media outlets have closed their X accounts, citing the spread of disinformation. Musk has dismissed criticism against him as an affront to democracy and free speech.
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Tesla owners' dilemma
Musk's comments have pushed Tesla owners in France and other European countries to distance themselves from the company's CEO, with some buying bumper stickers with slogans such as: "I bought this car before we knew Elon was crazy."
Several polls have shown consumers have mixed views of Musk. A January survey conducted by EV review website Electrifying.com showed that 59 percent of British owners of EVs, and those intending to buy such a vehicle, said Musk's influence would deter them from buying a Tesla.
In the Netherlands, Tesla's biggest market in the European Union, a third of Tesla owners said they were considering getting rid of their vehicle because of Musk's opinions, according to a poll by Dutch public broadcaster EenVandaag.
Despite the recent slump in sales, Tesla shares have more than doubled over the past year.
