73 percent chose Tesla again
While nearly half of those who bought a Chinese car this year previously owned a European brand vehicle.
10/06/2026 12:53 | Updated 13:42
Both figures came from a new analysis by the Road Traffic Information Council (OFV), presented at today’s Bilkvartalet seminar.
OFV examined which car brands private new car buyers chose—and what cars they had before.
High loyalty to Tesla
Among Tesla owners who bought a new car this year, 72.8 percent chose another Tesla, according to OFV.
The figures are for only this year, but they can still be seen as an indication of strong customer loyalty, since nearly three out of four Tesla owners picked Tesla again when purchasing a new car.
“OFV’s analysis shows that Tesla has a level of loyalty unmatched by any other major brand, and that Chinese brands acquire the most new customers from European brands,” says OFV director Geir Inge Stokke in a press release.
Looking at those who bought a new Tesla, they still represent the majority of new Tesla customers:
Only three out of ten (29.6 percent) had previously owned a Tesla, while four out of ten came from an European brand.
Shifting from European to Chinese Brands
Many of the new brands in the new car market come from Chinese electric vehicle manufacturers.
Chinese car brands account for nearly one in five private new car purchases this year, and almost half of these buyers previously drove an European brand, according to OFV’s figures.
In 2024, 10.4 percent of all new passenger cars in Norway were from a Chinese brand. In 2025, this share rose to 13.7 percent, corresponding to around 25,000 cars.
Growth continued in 2026. Among private individuals who bought a new car so far this year, 19.4 percent chose a Chinese brand.
48 percent of those who purchased a new Chinese car previously owned a European brand. 20.4 percent came from Japanese brands, 11.9 percent from American brands including Tesla, and 7.7 percent from Korean brands. Only 12.1 percent previously owned a Chinese car.
Among Tesla owners who bought a new car this year, 12.7 percent chose a Chinese brand. Throughout 2025, the percentage was 7.5 percent.
About the figures in this article: They refer to private-owned and used passenger cars, newly registered vehicles from September 1–27, 2026. The previous car can be either new or used. Source: OFV and the Norwegian Road Administration.
Check out this article as well, which discusses two seemingly contradictory trends – Chinese car brands continuing to capture market share in Norway, while Norwegian electric vehicle owners’ skepticism toward Chinese cars is growing:
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