Tesla’s troubles in Europe have taken a dramatic turn for the worse. The electric vehicle giant, once the symbol of futuristic mobility, has been overtaken by two little-known Chinese brands in the UK, a market once considered friendly ground for EV expansion.
According to the Society of Motor Manufacturers and Traders (SMMT), Tesla sold just 512 vehicles in Britain in April, down from more than 1,300 the previous month. This represents not only a dramatic month-on-month slump but a symbolic collapse of the brand’s dominance in one of its most important overseas markets.
By contrast, Chinese auto powerhouse BYD surged past Tesla with 2,511 cars sold, a staggering 650% increase, while Chery-owned upstarts Jaecoo and Omoda, which only entered the UK market last year, sold 1,053 and 910 units, respectively.
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The fact that Jaecoo and Omoda, barely recognized names in the UK, have now overtaken Tesla underscores the scale of the automaker’s reputational and competitive crisis across Europe. These brands offer a combination of electric, hybrid, and gas-powered vehicles, allowing them to cater to a broader segment of the market, unlike Tesla, which remains EV-only.
But the dismal sales figures are more than a reflection of shifting product preferences. Tesla is being punished by European consumers not just for what it builds, but increasingly for who leads it.
Musk’s Politics Continues to Fuel a Consumer Backlash
Tesla’s shrinking footprint across Europe comes amid a growing backlash against Elon Musk’s public alignment with far-right political causes. His endorsement of the Alternative für Deutschland (AfD) party in Germany, as well as his advisory role under President Donald Trump, has sparked protests in some cities and, in some cases, acts of vandalism and suspected arson targeting Tesla showrooms and vehicles.
While Tesla’s American fan base has largely weathered Musk’s political evolution, European buyers — particularly in liberal-leaning countries like Germany, France, and the UK — appear less tolerant of his entanglements. The result is a brand hemorrhaging not just sales but public goodwill.
European car registration data for April show that Tesla suffered double-digit sales declines across several key markets, with the updated Model Y, its most important product in the region, failing to reverse the downward trend. In a bid to slow the slide, Tesla has begun offering up to two years of free supercharging in the UK, a generous perk that underlines the urgency of the crisis.
Chinese Brands Capitalize on Tesla’s Fall
Meanwhile, Chinese automakers — once dismissed as minor players — are now capitalizing on the vacuum Tesla is leaving behind. BYD, which is already the world’s largest EV maker by volume, has expanded its UK footprint with aggressive pricing, government-aligned incentives, and rapid dealership growth.
But it’s the rise of Jaecoo and Omoda, both part of Chinese conglomerate Chery, that has startled the industry. Their quick entry and strong early performance suggest British consumers are open to exploring Chinese alternatives, especially when packaged with features that Tesla still resists, such as petrol-hybrid options and tactile interior controls.
Chery has also smartly sidestepped Tesla’s recent customer service controversies by emphasizing local partnerships and support networks, a strategy that seems to be paying off in markets where Tesla has struggled to maintain after-sales satisfaction.
Europe’s EV Market Shifts Without Tesla
Tesla’s predicament is also part of a broader shift in the European EV market, where local legacy automakers are clawing back territory after early disruption by Musk’s firm. Volkswagen, Mercedes, and BMW have stepped up EV offerings with locally tailored models and dealer incentives, while startups like Nio and XPeng, both Chinese, are plotting expansions into Western Europe despite tariff barriers.
The European Union last year imposed tariffs on Chinese EV imports in a bid to protect the domestic industry, but the policy has yet to slow China’s march. Instead, companies like BYD have begun exploring manufacturing in Europe to avoid duties — a move that could further intensify competition.
Tesla, which once had first-mover advantage and a cult-like following, now finds itself squeezed on all sides: undercut by cheaper Chinese models, outclassed by European legacy marques in customer care and localization, and bruised by a PR crisis of Musk’s own making.
An Eroding Global Image
Tesla’s European brand crisis fits within a broader global pattern where Musk’s politics and business decisions are increasingly alienating partners. His feud with regulators, advocacy for far-right speech policies on X, and coziness with Donald Trump have led to regulatory scrutiny in Brazil, uproar in Germany, and declining brand favorability ratings worldwide.
All of this marks a shift from Tesla’s earlier status as a disruptor with mass appeal. Today, it’s increasingly a lightning rod, both for praise and protest.
In Britain, the drop from over 1,300 units in March to just over 500 in April is not a blip; it’s a warning. Despite new perks like free supercharging and updates to the Model Y, UK consumers appear to be voting with their wallets, and the verdict so far is clear: Tesla’s aura is fading.
