Tesla vehicles are parked outside of a dealership on July 24, 2025 in Austin, Texas.
Brandon Bell | Getty Images
Tesla‘s new car sales plummeted in both Britain and Germany in July, according to industry data published Tuesday, extending a protracted European downturn for the U.S. electric automaker.
Data published by the U.K.’s Society of Motor Manufacturers and Traders (SMMT) showed Tesla’s new car sales dropped by nearly 60% to 987 units last month, down from 2,462 a year ago.
In Germany, Tesla car sales fell to 1,110 units in July, down 55.1% from the same month in 2024. The number of Tesla’s sold in Europe’s largest economy over January-July, meanwhile, plunged by 57.8% to 10,000 units, data from road traffic agency KBA showed.
In sharp contrast, China’s EV giant BYD posted astronomical growth in two of Europe’s largest car markets last month.
BYD sold 3,184 units in the U.K. in July, more than quadrupling its sales from a year ago. The company enjoyed similar success in Germany, notching a year-on-year sales uptick of nearly 390%.
A potential customer inspects electric cars of Chinese manufacturer BYD at a dealership on May 23, 2025 in Berlin, Germany.
Sean Gallup | Getty Images News | Getty Images
The latest figures reaffirm a downward regional trend for sales from Elon Musk’s company, which continues to face stiff competition, particularly from Chinese EV manufacturers, and reputational damage from Musk’s incendiary rhetoric and relationship with the Trump administration.
Data published late last month by the European Automobile Manufacturers Association found that Tesla lost market share in Europe for the sixth straight month in June.
Musk has warned that the company could face “a few rough quarters” as it faces higher tariff costs and the expiration of federal EV tax credits in the U.S.