top of page
Search

Tesla's share of the W-European new BEV passenger car market below 10% for first time

  • Writer: Matthias Schmidt
    Matthias Schmidt
  • 3 hours ago
  • 2 min read

Tesla store entrance with large windows and signage in an urban setting. The Tesla logo is prominent. Monochrome color scheme.
Tesla showroom Berlin, Germany

Tesla's share of the Western European new BEV passenger car market has now fallen below 10% for the first time on record, according to Schmidt Automotive Research data.


Key points to the collapse from its dominating position:


◾ Cut in EU CO2 average fleet emissions targets results in incumbent OEMs introducing more BEVs and limiting Tesla's share of the market


◾ Incurssion from Chinese OEMs


◾ The introduction of the lower-priced "standard" model versions from Q1 2026 is only expected to have a weak market extension positive impact, reflecting the disappointing facelift effects from both the Model Y and Model 3 at the end of 2023 and start of 2025, respectively. 


◾ Tesla's share of the region across all fuels is expected to fall below 2% on the same 12-month rolling basis during 2026 as Chinese OEMs' and incumbent domestic OEMs' continue to introduce more competitive BEV products both from a price-point (volume brands) and also tech-point (premium brands) as they strive to remain CO2 compliant. 

ree

In volume terms, 12-month rolling new regional registrations are down by a third from peak 2023 levels, hovering at just above 230,000 units, down from levels approaching 400,000 on an annualised basis.


That raises questions about the underutilisation of its German facility, given that the only model manufactured there, the Model Y, is struggling to remain above 150,000 units annually across the region.


Tesla reported the facility's capacity to be above 375,000 and previously said models produced there are now being exported outside Europe to markets such as the Middle-East and Taiwan.


Full details, data, forecasts, trends and background information can be found in our industry-leading studies, providing key context and trusted by stakeholders breaching industry divides. 


Source: Schmidt Automotive Research 




*Western Europe 18 Markets: EU Member States prior to the 2004 enlargement plus EFTA markets Norway, Switzerland, Iceland, plus UK

Comments

bottom of page