Musk's involvement in politics triggers controversy! Dragging down Tesla, Inc. sales in the Scandinavian Peninsula.
03/03/2025
GMT Eight
After experiencing a significant drop in sales in Europe, Tesla, Inc. (TSLA.US) also saw a significant decrease in sales on the Scandinavian Peninsula. New car registration data released on Monday showed that Tesla, Inc. registered 613 new cars in Sweden in February, a 42% year-on-year decrease; 917 new cars in Norway, a 48% year-on-year decrease; and 509 new cars in Denmark, a 48% year-on-year decrease.
At the same time, the overall demand for cars in these three Scandinavian countries is increasing, including electric cars, which means that Tesla, Inc.'s market share in these countries is being eroded. Tesla, Inc. ranked first in sales in Sweden, Norway, and Denmark in 2023 and 2024, but this year's sales have fallen behind competitors with new vehicle lineups such as Volkswagen and Toyota.
Tesla, Inc. CEO Musk's frequent remarks in EU politics and public support for the far-right German party "Alternative for Germany" (AfD) have sparked widespread political controversy and calls for protests to "boycott Tesla, Inc."
In Norway, almost all registered new cars are electric vehicles. So far this year, Tesla, Inc.'s market share in Norway has fallen significantly from 18.9% in 2024 and 20% in 2023 to 8.8%. The Norwegian Public Roads Administration (OFV) stated on Monday that it is currently unclear whether Tesla, Inc. will regain its former position as people's preferred car. OFV said in a statement, "For many years, the Tesla, Inc. brand has had a unique market position in Norway. But it is uncertain whether this situation will continue, as there is a lot of turmoil and noise surrounding Tesla, Inc. and Musk."
In Denmark, more and more potential buyers are seeking advice from the Danish Motorist Association (FDM), saying they are looking for cars to replace Tesla, Inc. FDM Chief Adviser Ilyas Dogru said, "Many people say straight away, 'I want to buy an electric car, but I don't want to buy a Tesla, Inc.' Political consumers have always existed, but now the impact on Tesla, Inc. is more apparent."
Atle Falch Tuverud, editor-in-chief of the Norwegian automotive industry magazine "BilNytt", said that Musk has long been admired as a successful entrepreneur, but he himself seems to have become the biggest enemy of the Tesla, Inc. brand. He said, "There is no doubt that Tesla, Inc. has now lost some existing customers, and it is certain that Tesla, Inc. has also lost some potential customers." He added that it may take several months to fully assess the impact on Tesla, Inc. sales.
Ilyas Dogru said that a preliminary assessment may occur between March and June this year, when Tesla, Inc.'s redesigned Model Y will begin deliveries, and the company may choose to be more aggressive in pricing.
Tesla, Inc. sales decline in multiple locations
Data shows that in January, Tesla, Inc.'s car sales in Germany fell by nearly 60% year-on-year; European sales in January were only 9,900 units, a year-on-year decline of over 45%. Meanwhile, electric car sales on the European continent grew by over 37% in January, increasing the electric share of the European car market to 15%. This means that the decline in Tesla, Inc.'s European sales in January cannot be attributed to the European market environment.
Analysts believe that the reasons for the decline in Tesla, Inc.'s European sales in January are multifaceted. Musk's political intervention in Europe is believed to have a negative impact on the brand image. In addition to political factors, consumer hesitation is also a significant reason for the sales decline. Many consumers are choosing to wait for the upcoming new model of Model Y in the first half of 2025.
In addition to the significant decline in European sales in January, according to data from the California New Car Dealers Association, Tesla, Inc.'s sales in California in the fourth quarter of 2024 fell by 11.6% year-on-year. California has always been the largest consumption area for Tesla, Inc. in the US market, and this data has raised concerns about Tesla, Inc.'s sales in the US domestic market.
Moreover, concerns about Tesla, Inc.'s competitiveness in the Chinese market are also growing. Reports indicate that the highly anticipated partial self-driving system upgrade from Tesla, Inc. did not meet the expectations of car owners. Many users said that the "city road navigation" feature introduced by Tesla, Inc. in the Chinese market falls far short of Musk's promise of fully autonomous driving. Chinese electric car manufacturers like BYD Company Limited have already provided similar self-driving features at lower prices or even for free, exacerbating investors' concerns about Tesla, Inc.'s declining competitiveness in the Chinese market.
Investors are also worried about Musk's political moves. Musk is currently heavily involved in Washington, DC, leading the "Department of Government Efficiency (DOGE)" in the Trump administration. Under the leadership of this department, Musk and his team have unprecedented access to government computer systems and taxpayer data, and have been authorized by the Trump administration to mass dismiss government agency staff responsible for regulating companies like Tesla, Inc. These actions have further raised doubts about Tesla, Inc.'s future direction.
Musk stirs anger! Protests erupt in multiple US locations, calling for "boycott Tesla, Inc."
According to reports, many protesters gathered outside Tesla, Inc. stores in multiple US locations on March 1st, protesting against Musk.At the request of US President Trump, Musk took the lead in the government efficiency department to promote cuts in federal spending. These protests calling for "Tesla, Inc. to be taken off the shelves" are becoming increasingly intense reactions in North America and Europe to Musk's role in causing chaos in Washington. Critics of Trump and Musk hope to stigmatize the purchase of Tesla, Inc. by boycotting it, in order to strike a blow against the car manufacturer.It is reported that the "Tesla, Inc. Delisted" protest website has listed more than 50 events, with plans to hold more demonstrations later in March, involving various locations in the United States, as well as in the United Kingdom, Spain, and Portugal.