Current: German Tesla sales fell by two thirds in July – rest of Europe shows mixed results
Image: Tesla (symbolic photo)
Just as people got used to the regular increase in Tesla sales in Germany this year, the exact opposite happened: According to data from the German Federal Motor Transport Authority (KBA) released on Thursday, Tesla recorded only 367 new registrations in July, two-thirds less than a year earlier. This cannot be attributed to general fatigue toward electric cars, as a total of 78,609 battery-powered vehicles hit German roads in July 2026, representing a 61.7 percent increase.
BYD overtakes Tesla in July
The major winners in July were other electric vehicle manufacturers, mostly from China. BYD led the way, with its new registrations in Germany (including plug-in hybrids) rising by over 365 percent to 5,240 vehicles according to KBA data. Leapmotor saw a 329 percent increase, reaching 2,736 units in absolute terms, while Lynk & Co experienced a 547 percent rise, though it still lagged far behind Tesla with only 110 new registrations. Xpeng, also from China and offering plug-in hybrids, saw a 371 percent increase to 1,253 units.
The performance of German manufacturers in their home market with electric vehicles is not evident from the initial KBA data for July. However, a 61.7 percent increase in sales of this vehicle type suggests that Volkswagen and others also had a good month in this regard, despite rising sales from Chinese competitors. Additionally, the German auto market grew slightly overall in July 2026: the number of new car registrations was 268,068 units, 1.2 percent higher than in the same month the previous year.
After recording a 225 percent increase in Germany by June, the brand is still 192 percent above the first seven months of 2025 despite a weak July; overall, it has seen 29,224 new registrations in 2026 so far. Logistics issues may have contributed to the drop in July — Germany’s gigafactory supplies Model Y not only to Europe but also to distant markets like Canada. However, a 3,000 euro discount on certain Model Y models in Germany ended in April — Tesla introduced a new 2,000 euro discount in mid-July.
97% Drop in Norway, 86% Increase in France
In the rest of Europe, Tesla’s performance in July was mixed according to the data available so far. According to Automotive World, new vehicle registrations rose by 86 percent in France and 52 percent in Denmark. In Norway, a market that is now almost entirely electric vehicles, Tesla saw 97 percent fewer new registrations in July, with sales there often depending on fluctuating availability. In Spain, Italy, Portugal, and Sweden as well, Tesla’s decline compared to July 2025 was also over 50 percent.