Tesla April Sales Crash in Europe and China Marks Worst Regional Drop in Years

Tesla’s tough beginning to the year continued in April, as new data from key markets showed demand is still falling. The electric carmaker, which reported its weakest quarter since mid-2022 with Q1 deliveries of 336,681 vehicles, is now grappling with further slowdowns, especially in Europe and China.

Although Tesla releases global delivery numbers quarterly, regional monthly figures are typically tracked through vehicle registration data. The latest numbers paint a concerning picture.

In the United Kingdom, Tesla registered just 512 new vehicles in April, marking a staggering 62% year-over-year decline, according to data from the Society of Motor Manufacturers and Traders. The UK drop adds to a series of underwhelming results across Europe.

Germany — home to Tesla’s Giga Berlin, its only European factory — saw registrations fall 46%, totaling just 885 vehicles, per data from the country’s KBA automotive authority. Similarly sharp declines hit other major EU markets:

• France: down 59%

• Denmark: down 67%

• Sweden: down 81%

These figures continue a downward trend observed in March and underline weakening European demand despite growing EV adoption on the continent.

Beyond market conditions, Tesla's brand image in Europe has taken a hit. Recent protests at Tesla showrooms in the U.S. and Europe reflect growing dissatisfaction among some long-time customers, who cite CEO Elon Musk’s political alignment and public support for Donald Trump as a reason for walking away from the brand. That sentiment has reportedly carried over to Tesla's image in certain European consumer circles.

China Sales Slide Despite EV Boom

Tesla's slowdown is not confined to Europe. In China, one of its largest and most strategically important markets, the company posted a 6% drop in April sales year-over-year, with 58,459 vehicles sold, according to the China Passenger Car Association (CPCA). More concerning is the 25.8% decline compared to March, suggesting deeper issues beyond seasonal fluctuations.

Year-to-date, Tesla’s combined sales and exports from China are down 18.3%, as local automakers like BYD, Nio, and XPeng continue to pressure the American brand. These rivals are increasingly offering competitive EVs at lower price points, often with advanced infotainment systems and features tailored for Chinese consumers.

While Chinese appetite for electric vehicles remains strong, Tesla’s position is being eroded by domestic innovation and pricing flexibility that Tesla has yet to match in full.

U.S. Market Update Awaited, Model Y Refresh in Focus

The U.S. remains Tesla’s largest market, but April-specific data won’t be available until early June, when S&P Global Mobility releases its monthly registration analysis.

Some investors are holding out hope for a rebound driven by full-month sales of the refreshed Model Y, which saw limited deliveries in March. Tesla also introduced a more affordable Long Range RWD Model Y variant in the U.S. at $44,990, undercutting the AWD version by $4,000 — a sign the company is actively addressing price sensitivity amid lukewarm demand.

Despite these efforts, the ongoing global sales decline raises concerns about Tesla’s pricing strategy, competitive position, and overall demand health as the EV market matures and diversifies.

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