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Tesla’s (NASDAQ: TSLA) European sales saw a sharp decline in 2025, highlighting growing challenges for the U.S. electric vehicle giant as competition intensifies across the region. According to industry data, Tesla’s sales across the European Union, the European Free Trade Association, and the UK fell nearly 27% year-on-year to 238,656 units, down from 326,525 units previously. As a result, Tesla’s European market share slipped to 1.8% from 2.5%, marking another setback after a 10.8% sales decline in 2024.
In contrast, China’s BYD (HK:1211) delivered exceptional performance in Europe, recording a staggering 268.7% surge in sales to 187,657 units in 2025. BYD’s market share climbed to 1.4%, up from just 0.4% a year earlier, putting it within striking distance of Tesla. This rapid growth underscores BYD’s rising influence in the European EV market, despite facing relatively high import tariffs on Chinese electric vehicles.
A key factor behind BYD’s success has been its strong lineup of affordable electric and hybrid vehicles, which resonated with cost-conscious European consumers. Hybrid models, in particular, gave BYD a competitive advantage over Tesla, which focuses exclusively on battery electric vehicles. Data from the European Automobile Manufacturers’ Association (ACEA) showed that hybrid vehicles accounted for 34.5% of Europe’s auto market in 2025, compared with 17.4% for battery electric vehicles.
Tesla did show modest signs of recovery in December, with sales declining 20% year-on-year but rebounding significantly from November levels. However, overall sentiment remained pressured by intensifying competition, consumer skepticism toward autonomous driving technology, and declining brand perception in Europe. Negative sentiment surrounding CEO Elon Musk also weighed on Tesla’s regional performance.
Looking ahead, BYD could gain further momentum as the European Union is reportedly considering easing import tariffs on Chinese EVs. Such a move could accelerate BYD’s expansion and further reshape the competitive landscape of the European electric vehicle market, posing continued challenges for Tesla and other EV makers.
