• Tesla's June registrations plummet 64.4% in Sweden and 61.6% in Denmark, marking six consecutive months of declines.
  • Norway bucks the trend with 53.8% y/y growth, driven by strong Model Y performance (+115.3%).
  • The diverging performance highlights Tesla's uneven footing in key European markets amid intensifying competition.

Scandinavia's Split Decision

Tesla's European rollercoaster continued in June as the EV maker posted dramatically different results across Scandinavian markets. While Norway delivered a rare bright spot with registrations jumping 53.8% year-over-year - including a 115.3% surge for the Model Y - neighboring markets told a different story.

Sweden saw Tesla registrations collapse 64.4% compared to June 2024, while Denmark recorded a 61.6% decline. The Model Y, recently refreshed in an attempt to boost demand, still fell 31.2% in Denmark with just 1,155 units registered.

"A new model update is the classic extension strategy for a product that's used to inflate its lifecycle, giving a short-term bounce," said Matthias Schmidt, an independent automotive analyst. "The latest data suggests such a bounce has not materialized meaningfully in Sweden or Denmark."

Mounting Pressure

The sixth straight month of declines in these markets comes as Tesla prepares to report Q2 delivery figures that analysts expect to disappoint. The company has faced near-zero new sales in some regions like Canada, while European competitors continue gaining ground with more affordable and varied EV offerings.

One Tesla executive, Omead Afshar - a key lieutenant to CEO Elon Musk - recently departed the company, though it's unclear if the move was directly related to sales performance. Tesla did not respond to requests for comment on the Scandinavian sales figures or executive changes.

In Norway, where EV adoption remains among the highest globally, Tesla's strong showing may reflect pent-up demand for the updated Model Y. However, analysts caution that Norway's smaller market size makes it unlikely to offset broader European weakness.

Correction: An earlier version misstated the Model Y registration decline in Denmark. The correct figure is 31.2%.