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Tesla Inc. (Nasdaq: TSLA) closed Thursday at $423.39, down 4.38%, before edging up slightly in pre-market trading.

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Tesla, Inc. (TSLA)

The slump came after fresh data from the European Automobile Manufacturers’ Association (ACEA) showed Tesla EV registrations dropped by 23% year-over-year in August. The company registered 14,831 vehicles, down from 19,136 a year earlier.

This marks the eighth consecutive month of falling Tesla sales in Europe, even as the wider EV market expanded. Overall, EV registrations across the region surged 26% in August, highlighting Tesla’s growing struggles against stronger competitors.

Regional Breakdown Highlights Pressure

The weakness extended across key territories. France posted a sharp 47% drop in Tesla registrations, while Sweden and Denmark reported declines of 84% and 42%, respectively. Norway offered the lone bright spot, with sales up nearly 22%. Data from Germany and the UK, Tesla’s largest European markets, is expected later this month.

In total, Tesla’s European registrations dropped 32.6% in the first eight months of 2025, falling to 133,857 units. Its market share slipped to 1.5% from 2.3% a year earlier.

Analysts Still Expect Q3 Deliveries to Impress

Despite the slump in Europe, RBC analysts projected that Tesla could still exceed expectations for third-quarter global deliveries. They estimate 456,000 units, compared with Wall Street forecasts of 448,000 (FactSet) and 440,000 (Visible Alpha). A rush by U.S. buyers to claim the expiring $7,500 federal tax credit is expected to boost short-term sales.

Tesla stock, despite recent volatility, has recovered somewhat after a poor start to 2025. Shares are now up 5% year-to-date following a steep 36% decline in the first quarter.

Musk’s Political Controversies Weigh on Brand

Tesla’s challenges are not limited to sales competition. CEO Elon Musk’s political activism has damaged Tesla’s reputation in Europe and beyond. His support for Germany’s far-right AfD party and a recent video appearance at a violent anti-immigrant rally in the UK sparked backlash.

British Prime Minister Keir Starmer condemned Musk’s remarks at the rally as “dangerous,” after clashes left 26 police officers injured. These controversies have added reputational headwinds for Tesla as rivals gain ground.

Competition Intensifies From Chinese EV Makers

Chinese automakers, led by BYD, are expanding their European footprint. Research from Escalent found 47% of European buyers would now consider a Chinese EV, compared with 44% for U.S. automakers, reversing 2024 trends. Tesla’s high reliance on EV-only models has left it vulnerable to growing hybrid demand and intensified competition.

Tesla has hinted at an affordable new EV model to reignite consumer interest and defend its position in a crowded market. However, Musk has already warned investors of “a few rough quarters” as Tesla delays its next phase of growth.

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