Car registration data shows that the U.S. electric vehicle maker faces a test of popularity following billionaire CEO Elon Musk’s high-profile foray into politics. Tesla’s Market Share Tumbles in Sweden and Norway.
A total of 405 new Teslas were registered in Sweden in January of 2025, down 44% from January of 2024.
Registrations in Norway fell to 689, a decline of 38% over the same period, despite soaring overall demand for cars in the two countries.
This is notable amid a 14% overall rise in car registrations in Sweden and an impressive 82% in Norway, suggesting strong economic conditions and consumer activity. Tesla’s decline has been attributed to CEO Elon Musk’s political endorsements, particularly his support for US President Donald Trump, which resonated negatively in Europe. A Novus Group survey highlights a dip in positive views from 19% to 11% among Swedes, alongside increased negative perceptions.
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Related: Most Sold Electric Vehicle in Norway
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While Tesla’s Model Y crossover SUV was the most sold car in both of the two Nordic countries in 2024, the group’s image has taken a hit in recent weeks, a market sentiment survey by Sweden’s Novus Group found according to Swedish news agency TT.
In addition to his strong backing for US President Donald Trump, Musk has waded into European politics drawing criticism from Norwegian Prime Minister Jonas Gahr Stoere.
The drop in Tesla’s registrations raises implications for its market stance, with potential risks from consumer sentiment influencing demand shifts. While Musk’s controversies may deter European buyers, it’s vital to consider factors like production cycles and new model launches, which could also affect these numbers. Investors should be mindful of potential volatility from public perception and competitive product environments.
The registration volume of individual auto brands can, however, change significantly from month to month dependent on production cycles, product offerings and competition.
Tesla’s Market Share Tumbles in Sweden and Norway, reporting by Tor Kjolberg