Tesla sales rebound in Europe as registrations surge in key markets

Tesla’s June registrations jumped sharply in France, Sweden and Denmark, while Norway moved in the opposite direction, giving the company a mixed European picture as it tries to recover from a difficult 2025.

New registrations more than doubled in France, rose 56% in Sweden and increased 39% in Denmark from a year earlier, based on national data from PFA, bilstatistik.dk and Mobility Sweden. In Norway, by contrast, Tesla registrations fell 43% year on year. Britain and Germany, two of Europe’s biggest car markets, had not yet released June figures, leaving the regional picture incomplete.

The split matters because registrations are a proxy for sales, and Europe has been one of Tesla’s most troubled regions. The company lost almost half its European market share in 2025 as Chinese brands pressed harder, fresh models were in short supply and Elon Musk’s political stance stirred backlash. Tesla has been trying to rebuild demand by rolling out lower-priced versions of its Model 3 and Model Y in Europe, a sign that pricing and product updates remain central to its recovery effort.

The broader electric-vehicle market has also been improving. The European Automobile Manufacturers’ Association said battery-electric cars accounted for 20% of the EU market in January through May 2026, up from 15.3% a year earlier. It said 950,521 new battery-electric cars were registered in that five-month span, while hybrid-electric cars took 37.8% of the market and petrol and diesel combined fell to 30.1%. The EU market as a whole grew 4% over the same period.

Higher fuel prices and fresh incentive schemes have helped sustain demand for battery-powered cars, but Tesla’s June numbers show that the company is not rising evenly with the market. The gains in France, Sweden and Denmark suggest its cheaper models and brand recognition are still carrying weight in some countries. Norway’s decline points to a more competitive landscape there, where local demand patterns and rival offerings can quickly blunt a rebound.

Investors will get a clearer read when Tesla reports second-quarter deliveries. Tesla Investor Relations, in a June 26 update, showed a company-compiled consensus of 406,024 vehicle deliveries for the quarter, based on 22 analyst estimates, versus 358,023 deliveries in the first quarter. A modest increase would fit the European data, but June’s uneven performance suggests the region is stabilizing by country rather than snapping back as a whole.