Musk's next task? Reviving Tesla in Europe where sales have plunged by
more than half in a year
[May 03, 2025] By
BERNARD CONDON
NEW YORK (AP) Tesla sales plunged by more than half last month in
several European countries in a sign that Elon Musk could struggle to
revive the company after he shifts from his Washington work to running
the automaker again.
Tesla sales collapsed in April by more than two-thirds from a year
earlier in Sweden, the Netherlands and Denmark, according to auto groups
and government agencies Friday. Sales at the Austin, Texas, company
dropped by 59% in France and 38% in Norway.
The countries are not major drivers of sales overall, but they are the
first to report April results and thus a foretaste of possible trouble
elsewhere as Tesla reels from protests and boycotts over Musk wading
into politics.
In Germany, where he told voters their country was lost if they didn't
vote for a candidate widely derided for her extreme views, sales plunged
62% in the first three months this year. German sales for April are not
out yet.
Financial analysts covering Tesla are worried about the Musk backlash
but caution it's not clear exactly how much to blame politics for the
hit. Other factors suppressing sales include Tesla's aging model lineup
and new offerings from rival electric vehicles makers, such as China BYD.
Tesla also had to shut down factories for several weeks this year while
upgrading its best selling Model Y sport utility vehicle, pinching
supply. And the company is still waiting for European regulators to
approve its partial self-driving features in its cars, a big selling
point in the U.S. and China.
We could see sales come back once they get it, said Morningstar
analyst Seth Goldstein, though he added about the April figures, It's
never a good thing when you have large sales declines like this.
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Tesla vehicles line a parking lot at the company's Fremont, Calif.,
factory on Sept. 18, 2023. (AP Photo/Noah Berger, file)
 The disappointing numbers come a
little over a week since Musk told investors on a first-quarter
conference call that he would be stepping back from his work in
Washington as President Donald Trump's chain-saw wielding
cost-cutting czar. Musk has shut down whole government departments
as head of the so-called Department of Government Efficiency, or
DOGE, and thrown tens of thousands of public workers out of their
jobs.
On the call, Musk said he would be spending only one or two days a
week on DOGE work starting in May, acceding to demands that he
refocus on his job as Tesla's chief executive officer.
The stock has been rising since that announcement despite crumbling
financial figures. Profits in the first quarter fell 71%.
The sales hit in April was the worst in Sweden, where Mobility
Sweden said they fell 81%. That was followed by a 74% plunge in the
Netherlands and a 67% drop in Denmark, according to the Dutch trade
association BOVAG and Mobility Denmark respectively.
The Norwegian Road Traffic Information Council reported a 38% drop
in that country.
One bright spot: Tesla was able to sell more cars in Italy,
according to an Italian Ministry of Infrastructure and
Transportation report, registering a 3% gain for the month.
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