Tesla’s struggles in Europe deepened in August as the company recorded its eighth consecutive month of declining sales across several key markets. The slump highlights mounting pressure on the U.S. electric vehicle maker, which is facing intensifying competition from Chinese EV manufacturers and established European automakers pivoting aggressively toward electrification.
Industry analysts say Tesla’s decline is also being fueled by consumer backlash against CEO Elon Musk, whose public statements and controversies have dented the company’s brand perception in some regions. At the same time, rivals are offering more affordable EV models with improved range and localized features, giving European buyers broader options in an increasingly competitive market.
While Tesla remains a dominant force globally, the sustained downturn in Europe raises questions about its ability to maintain market share amid rapid industry shifts. The company is expected to ramp up marketing, incentives, and potential new model launches to regain momentum in the months ahead.