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Tesla sales dropped 60% in Germany

Tesla sales dropped 60% in Germany

130 comments

·February 12, 2025

alkonaut

A lot of this was down to the huge sales of the Model Y in Europe in the past year or two with subsidized loans at rock bottom rates. The lowest I saw was 0%. Obviously today that's no longer the case. Also the MY is due to be replaced so a lot of would be Tesla buyers are holding off. But I don't doubt that some part, perhaps even a large part, of this is down to personality.

So it'll be interesting to see what happens when the new Model Y is launched and how much they retake of this lost market share. My guess is, some, but not nearly all of it. People held their noses and bought the Tesla when they were at a huge (interest rate) discount. Tesla obviously can't give people long sub 1% loans and make a profit in 2025.

For me personally (in Europe, looking for a new EV this year) I'd be happy to pay more north of a $10k premium to not have the car that says Tesla on it.

huijzer

> Tesla obviously can't give people long sub 1% loans and make a profit in 2025.

I think this is not the right way to look at it. Essentially, Tesla sells the car for a price that is higher than the sum of all the input costs (the margin). Say this margin is around $10k per car. If the factories have more inventory, they could give customers a $5k discount, but they could also sell it for the full price but give a sub 1% loan. They probably loan that money for about 3 to 5%. So they only take a hit of a few procent for 2 years meaning $60k * 0.04 * 0.04 = $4800. My point is that a low percentage loan is essentially the same as discount on the purchase price.

Do these continues price decreases mean that things look dire? Based on solely this information, not necessarily. Battery costs are a large part of the cost of the car, and battery costs are consistently coming down. This saves a few thousand dollars per year. So I expect prices to come down each year. That fact alone is not a problem.

Having said that, we know that Tesla's margins have consistently come down for the last 3 years, and we know that Chinese cars become more competitive each year. So things aren't looking great. But again, price declines are expected and not necessarily a problem. I would say market share is the most important metric to look at.

urthor

The problem is R&D. Tesla absolutely is not and will not compromise on all that self driving car R&D and other engineering work.

And that's expensive.

alkonaut

Yeah I’m aware the interest rebate is just a rebate like any other but the cost of such rebates is much higher if the baseline interest is 4% than if it’s 1%. The difference between 0% and 2% is as expensive as the subsidy between 7% and 5% but I don’t think it will sway as many customers

scarab92

There's also been a significant increase in competition. BYD are competing agressively across the continent, backed by Chinese subsidies, and European automakers are increasing their EV offings. For example, Volvo went from having 1 EV to 6 EV models available.

Also keep in mind that many European countries entered a recession over the past year. Also keep in mind that the cost of electricity has tripled since Putin attacked Ukraine.

The partisan types will ascribe Tesla's sales fall to Musk's politics, but I suspect that's actually a small effect compared to some of the broader market dynamics.

andrewinardeer

For every person who won't buy a Tesla because they disagree with Elon's political views, there is a person who would buy a Tesla because they do agree.

Looking at the level of vitriol and unhinged comments directed at Elon over at the left leaning Reddit, I am starting to think that there is an adversarial nation state campaign pointed at him.

At this point Reddit is a nation-state-psyop-platform as a service.

Certhas

As I mentioned elsewhere, he is supporting certified fascists in Germany.

I get that the US has normalized Trump and the adjacent fascist symbolism to a massive extent, but to many people in Europe this does not look like a political disagreement within democratic boundaries.

dzhiurgis

> certified fascists

The ones that love jewish community?

sazz

Certified by agencies of the left extremist government which treats the justification as classified information.

Moreover, one of these agencies is run by a left-wing comrade who is a qualified social education worker. However, the agency should actually be headed by a lawyer, as in the Thuringian law, which was simply reinterpreted in the case of Stephan J. Kramer.

So yeah, that's an trustworthy argument.

scarab92

> certified fascists in Germany.

Their policies are mainstream right wing policies, like favouring legal migration over illegal migration.

If you care about intellectual honesty, understand that the "fascism" label applied to AFD (or Trump, Musk et al) is inaccurate and inappropriate. It's the left throwing whatever mud they can hoping some will stick.

jajko

Not at all, its all self-inflicted. He keeps insulting most of Europe, continuously, like a rich spoiled kid for literally no gain on his part, ego is too big to have any control over it and his mental instabilities don't help.

If you can respect such a man and even give him your money thats you, but many folks don't. Colleagues who own Tesla now regret buying it, literally putting those meme stickers 'I bought this car before elon went fascist'. Right leaning all of them.

Its not about left-leaning, no need to spin it that way, he managed to insult literally whole spectrum of people in Europe apart from neonazis. Not many of those buying teslas as one can imagine.

dzhiurgis

Was it him or was it left media reinterpreting everything into the spin. Basically self insulted. Bravo.

mytailorisrich

I don't remember him insulting Europe, what are you referring to?

alchemist1e9

> adversarial nation state campaign

if there really is organized mass corruption then it could be an “ adversarial deep state campaign”. The claims of wrongdoing are so severe that they need to start providing the evidence publicly asap and file some charges.

I honestly don’t know what to think yet but I agree with you the level of vitriol and unhinged comments is at extreme levels and even here on HN. That said he is intentionally trying to mass trigger as many people as possible likely strategically for a reason we can’t see yet.

ZeroGravitas

Suggesting that the deep state are behind online outrage at Elon while also claiming Elon is intentionally enraging people for unknown strategic reasons is a great summary of the current political moment.

scarab92

You're right about Reddit. It has become hysterical since the election. If you want an example of what left-wing conspiracy theories look like, just spend some time in the default subreddits.

That said, I doubt Musk's politics have had much of a positive or negative effect on Tesla's sales. There's been a significant increase in competition at the same time as many European countries are entering recessions. That's going to be a much bigger factor.

ocius

I have anecdotal evidence that at least a part of this is due to Musk's behaviour. My father is in charge of the car fleet for a large German company, and they have decided to exclude Tesla from their fleet because of Musk's recent behaviour. At the same time, they have also decided to go full electric for the entire fleet (no hybrid either).

spiderfarmer

Most people in The Netherlands too think of Musk the same as Trump. They really, really don’t like the both of them.

alex_duf

That AI generated image at the top is so unnecessary... A regular photo of a Tesla would do the job just as well.

Semaphor

I’m guessing cost-saving? No need to license anything.

Kelteseth

No it is just a (awful) trend nowadays. There are countless free Tesla stock photos: https://unsplash.com/s/photos/tesla

sgt

And ironically AI built this image based on the works of photographers that remain uncredited.

dikaio

Personally, I like AI photos but I understand the point you’re making.

name_vfinal_v2

What people seem to miss in this discussion: Many Germans get EV cars as company cars because of how they're taxed: Say the car is worth 60k and you're allowed to use it for non-work purposes, then you need to tax 1% of the list price per month (i.e. 600 is added as fictional income to your monthly pay, and you need to pay the tax on that) IF you drive a gas / diesel car. For EVs that is 0.25%, so there was a huge incentive for people to get Teslas.

That law is changing though: The taxation applies only to cars up to €60k list price (most Teslas exceed that by now, even Model 3s with some extras), and as electricity prices have been soaring, charging the EV got really expensive.

Adding to that, interest rates have been increasing in 2022 for the first time in a long time. This means that leasing rates and financing rates skyrocketed. So as another commenter wrote: Buying a new car is one of the least worries of Germans at the moment.

Semaphor

I was wondering how this compares, the car lobby ADAC [0] has Jan '24 22,474 vs Jan '25 34,498 for new EVs (so 50% more), Jan '24 was apparently a particularly bad month as the subsidies for EVs had just ended, looking at some other stats, Jan '24 was the worst EV month since Jan '23.

Tesla fell from 14% of the market to 4% [1]

[0]: https://www.adac.de/news/neuzulassungen-kba/

[1]: https://www.focus.de/auto/elektroauto/starker-start-ins-neue...

riffraff

Sales had been reportedly tanking (sic) even before the end of the year.

https://insideevs.com/news/745119/tesla-sales-europe-2024/

jimkleiber

I wonder if shareholders will eventually want him out

adastra22

There are no fundamentals justifying the insane valuation of Tesla. Without the Elon myth (real or imagined) of future returns, the stock price would lose 80-90% of its value. Shareholders are incentivized to not speak up, for now.

If the company became unprofitable to the point of possible bankruptcy, that's a different story.

mcv

Any smart shareholder will have sold their share by now. I'd expect all remaining shareholders to have truly bought into the Elon myth.

semi-extrinsic

As a counterpoint, there are several sophisticated investors and large funds holding substantial Tesla positions. I guess their hypothesis is that meme stocks will meme, markets can stay irrational longer than you can afford to stay on the fence.

SideburnsOfDoom

The implicit justification for valuing Tesla now is not "we sell good cars", it is state capture.

ein0p

There are no fundamentals justifying valuations of most multi-trillion dollar US companies, and yet here we are. Also, Tesla is currently the only US company that figured out how to make EVs profitably. And one of the very few in the world. All the remaining companies able to profitably make EVs are in China, which we for some reason must "contain" somehow.

karlgkk

They've been propped up on the whole "retail trader" "HODL" ecosystem, bolstered by the promise of FSD/Autopilot/Robotaxies making every other car company obsolete.

At some point, that facade is going to collapse. Every time I point this out, I get jumped by a bunch of Tesla fanboys, $TSLA holders and the usual associated crowd.

So, I'm going to list some major problems with Tesla, in brief summaries of no particular order

1) FSD is a half truth. I am genuinely impressed with the progress they've made and I think Tesla is one of the leaders in the field. HOWEVER: their approach to risk (laying it on the owners), their lack of robotaxi operations center, and even the hardware in the vehicles not being capable for true FSD and remote monitoring, means that all Tesla vehicles on the road today will NEVER be FSD/RoboTaxi capable without: major hardware upgrades (expensive per vehicle), substantial backend upgrades for live support (time consuming), and serious hiring of live support (they've gotten started but this will completely change the math on OpEx). [0]

2) They have huge risk around new battery technologies. This has become a global race. If someone (such as Toyota) introduces a genuine leapfrog (which they seem to be conservatively teasing in the usual Japanese way with solid state batteries), then Tesla is in some serious shit. Tesla's investing heavily in R&D, so I think they're probably not screwed on this point, but it will be a major point of contention for them in the near future.

3) Public opinion: Elon has decided to make himself the Conservative of the Year. I, personally am not a conservative, but it doesn't take a genius to realize that he's polarizing the addressable market for a mass market consumer product. This is increasingly true outside of the US.

4) Upper limits of addressable markets, pending infra: charging infra is getting better, but the simple fact is that they're reaching the point of diminishing returns. The end goal is probably something like be an L2 charger (ideally better) at every parking meter and a farm of them in every WalMart parking lot. Much progress is being made, but it will still be many years before it's where electric cars are feasible for - let's say - 80% of the US domestic market. NACS went a long way in alleviating this.

5) Competition from China: China is deeply incentivized by market forces to build electric cars (they do not have domestic oil). Their domestic market is huge and economies of scale kick in even for relatively niche products. They are already eating at the low end of the electric car market. They are also hungry and see designing beautiful and good things as a matter of national pride[1].

[0] While we're at it, Alphabet has invested heavily in companies doing 5g rollouts - which is a requirement for a RoboTaxi in my opinion. Elon seems to be short sighted in his apparent belief that 5g isn't needed, nor a vision hw update, and they can really build a 0-intervention RoboTaxi. Don't get me started on his refusal to include LIDAR. I wish him the best of luck.

[1] I have a lot of complaints about how China and Chinese industry operates, at a moral level. But one must also recognize that as they're late to the table, they are at a disadvantage and they know it. A lot of the things they do that offend and disgruntle western tech people - especially around IP - are frankly, perfectly rational (even if I personally don't like it). The DeepSeek leader Liang Wenfeng put his attitude around China's behavior in a very refreshing manor, which really humanizes a group of people that many like to denigrate:

We believe that with economic development, China must gradually transition from being a beneficiary to a contributor, rather than continuing to ride on the coattails of others. Over the past 30 years of the IT revolution, we barely participated in core tech innovation.We’ve grown accustomed to Moore’s Law “falling from the sky”—waiting 18 months for better hardware and software. Scaling Law is treated similarly. However, these advancements are the result of generations of relentless effort by Western-led technology communities. Because we haven’t been actively involved in this process, we’ve come to overlook its significance.

Certhas

He is not "conservative of the year". He gave a speech to the far right AfD Party in Germany and called them Germanies only hope.

To give you an idea: at the European level, the group of LePen and Meloni refuses to work with them because they are to extreme. Many regional branches of AfD are under surveillance for strong suspicion of fascist activities. One of their most prominent politicians sued someone for defamation for calling him fascist. The court decided that this was not defamatory because it was in fact true.

Our conservatives are so far refusing to cooperate at all with the AfD.

So Musk is not "conservative of the year" he is a supporter of certified fascists.

romaaeterna

When was your last long FSD drive and what sort of (safety-critical or not) interventions did you have to make?

SideburnsOfDoom

> We believe that with economic development, China must gradually transition from being a beneficiary to a contributor,

You say that in future tense. But we also now believe that steep tariffs on Chinese cars are necessary lest they "contribute" too much, too advanced, too cheaply and destroy domestic industries that can't keep up any more.

The EU, and current and previous US administrations believe this.

> new battery technologies. This has become a global race.

"Global" ? One country is far ahead here and again it's China e.g.:

"Can anyone challenge China’s EV battery dominance?" https://www.ft.com/content/1f95d204-ea6a-4cf3-b66a-952362e80...

"Ford Chief Says China Leads US By 10 Years In EV Batteries" https://www.carscoops.com/2025/02/fords-ceo-says-china-is-10...

colechristensen

The issue is that Tesla actually _could_ dominate the American market and several others. They have some quality issues and a big personality issue but if they ditched those and had an iconoclast who wasn't ... an autistic Nazi... at the helm Tesla could be Apple. They have a great product that is hampered by some failures (the personality of their leader, the failure of self-driving, the sizable minority of lemons they put on the sales floor).

But like, Tesla almost has the best car available on the market anywhere. Almost.

They could wipe the floor of any of the existing incumbents. Could.

adastra22

Doesn't matter to the point at hand. Tesla has a bigger market cap than every other automaker _combined_. Tesla is bigger than the entire auto industry.

There is some justification for that number, based on the theory that Tesla is an energy and AI company with a side hustle in automobiles. But that is pure conjecture that only receives market support because Elon is at the helm.

magicalhippo

In Norway it was down almost 40% compared to same month last year[1].

However monthly Tesla numbers has historically had a high month-to-month variance, and they had very good numbers at the end of last year[2].

So at least here I wouldn't say we're seeing a trend just yet.

[1]: https://www.nrk.no/nyheter/tesla-salget-stupte-i-norge-i-jan...

[2]: https://www.tek.no/nyheter/nyhet/i/4BV7LE/bilsalget-ny-tesla...

standeven

Somewhat anecdotal, but I follow the used Tesla Model 3 market fairly closely in western Canada and have seen the number of listings triple over the last month or so.

semi-extrinsic

If I open the local Facebook Marketplace equivalent, it is now full of people making bumper stickers saying "I bought this before Elon went crazy".

pikseladam

New model will be coming out. Most are waiting for it.

spiderfarmer

No they’re not. Tesla will need to fire Elon if they want to repair their reputation.

mjamesaustin

Maybe Germans don't want to buy cars from the company whose CEO did not one but two Nazi salutes on national television.

As a Tesla owner myself, it makes me very uncomfortable to think my car is remotely associated with a hate group. I wouldn't buy one today nor do I recommend it to others.

sschueller

"the disapproval of Tesla CEO Elon Musk and his meddling in politics"

Doing a Nazi salute on the US presidential inaugural stage may have a much bigger impact of what Europeans think of Elon Musk.

"Normal" people are talking about it and mention it to me what they think of when they see a Tesla now. Before this most people knew very little about Elon.

quchen

It certainly adds to it, especially here in Germany.

However, the number of times I heard comments like »I don’t want to worry about my car not starting if Musk starts throwing a tantrum« has been quite constant the last couple of months if not years – news about Starlink not working, support layoffs at Twitter, such things. And the target audience of Tesla is people who hear and care about such things.

jemmyw

Here too, in NZ, after his salute was the first time I've heard him mentioned in the non technical circle I'm part of. Although it's a group that wouldn't even think about a Tesla. Not because they're anti EV or anything, they just don't have much money.

Kelteseth

For me, it really was the final straw. I won't be getting another Tesla after my leasing contract ends in 3 years.

NomDePlum

Where I am, the UK, it's definitely a topic of conversation, similarly Tesla's have been popular. However, the Tesla brand is increasingly being perceived as being toxic here. I'd attribute that entirely to Musk.

It will be interesting to see how it unfolds, particularly amongst current Tesla owners, as if that base shrinks the company could be in real trouble.

agsnu

Tesla parked near me has a bumper sticker to the effect of "I bought this before Elon went crazy, sorry"

fhd2

He was crazy from the start though.

maestro04

Interestingly, BYD is selling more cars in the UK than Tesla is.

Earw0rm

Most Brits aren't wealthy, BYD are aggressively priced - as are other Chinese brands like Omoda. New prices for full EV compare pretty favourably to ICE cars from the traditional mid-market brands, the Fords / Volkswagens / Vauxhalls.

mytailorisrich

I doubt that is true.

According to [1], 2024 sales by model (2 Teslas on podium, 0 BYD in top 10):

FULL YEAR 2024 - UK EV sales

Tesla Model Y 32,862

Audi Q4 e-tron 17,621

Tesla Model 3 17,425

MG4 15,651

BMW i4 12,953

Mercedes EQA 11,617

Skoda Enyaq 11,516

Hyundai KONA 10,858

Volvo EX30 9,931

Volkswagen ID.4 8,927

This maches my experience of English roads. I must have seen one BYD (driven by a Chinese...) while Teslas are everywhere now.

[1] https://www.electrifying.com/blog/article/official-figures-s...

Earw0rm

It doesn't help that full EVs are still at a kind of progressive-status-symbol stage of the adoption curve - the people who buy them are exactly the same people who'll see all the Nazi crap and be put off by it.

mytailorisrich

Tesla is becoming the new Merc in the Indian community. It seems to becoming the new status symbol car. Not sure what Indians in the UK think of Musk.

fnordian_slip

As a German, it's both. The blatant power grab made him very unpopular anyway (though he was already seen as a person of low character by most who read about the cave diver who he falsely accused of being a pedophile [0]).

However, the Nazi salute was plainly absurd, and elicited a much more emotional response. I know that on this site there are many who defend him in this instance, either because they think "Germans should get over their guilt", or because they have fallen for picture comparisons with other politicians instead of looking at the videos [1].

The latter is just people falling for propaganda, nothing too interesting there. The former is of course a tempting viewpoint for those who have not had the same education about the holocaust that the average German receives, and looks in from the outside without understanding that it's not "guilt", or even a unique German burden that we put on ourselves. Instead, many of us (myself included) believe that it's the duty of all people, not just Germans, to make sure fascism doesn't rise again. We don't have a bigger duty, we just have more knowledge about it on average, so many of us tend to care more.

Sorry about the long diatribe here, I just wanted to get that out of the way because it always seems to come up anyway (and in fact did in another thread I read just minutes ago).

[0] https://web.archive.org/web/20180719123811/https://www.bbc.c...

[1] https://youtu.be/MXeG_mmXZGE

polotics

As I understand it the salute was a calculated move to prevent a split of the MAGA crowd between the H1B-immigration-push top-hats and the no-immigrants-anywhere bottom-crowd. Nothing like a large gesture to distract the plebs both in and out of the echo-bubble. And the fact that there so many occurences of the number 88 in Tesla's prices, test-speeds, anywhere an arbitrary two-digit value can be inserted, well, it's plausibly deniable right?

rightbyte

Seems optimistic to assume some sort of rationality.

mytailorisrich

> The former is of course a tempting viewpoint for those who have not had the same education about the holocaust that the average German receives, and looks in from the outside without understanding that it's not "guilt", or even a unique German burden that we put on ourselves.

He did raise a valid point that has been raised before, that is actually widely known, and that is specifically German, and it has little to do with "make sure fascism doesn't rise again". It's just that because he said it it is spun like crazy.

You can call it guilt, you can call it castration (and there is a bit of both), you can call it moving from one extreme to another (and I think your "we don't have a bigger duty" is somewhat illustrative), you can call it what you want, but it is true that the spectre of WWII and of the Nazi period has a huge influence to this day in Germany and not necessarily for the better (from a German POV). It shows, for example in how meek Germany is with using its military, or in their immigration policy, most 'infamously' Merkel's open door policy in 2015 (which has spectacularly backfired since), etc.

It's worth highlighting that guilt is not the same as rememberance.

watwut

That is kind of the same. Meddling in politics right now involves "paying money to European far right".

superflow

[dead]

sschueller

Yes, clear as night and day. He would face charges in Germany and if you ask the general public in Europe they will tell you it was that.

xyzsparetimexyz

People think it was and that's all that matters

Mashimo

> but was it a nazi salute?

Yes.

fabian2k

It was clearly something that looked a lot like a Nazi salute. And it was twice, this wasn't just an unfortunate camera angle. And Elon has been commenting (positively) on tweets by various extreme right figures for a long time now, so there is additional information here as well.

gspr

Tell you what: if it wasn't, then any sane person doing it would be mortified of the accusation that it was, and would do their utmost to emphatically ensure everyone that it wasn't.

So either it was, or Musk is simply not sane. Or both.

(It's both).

jiggawatts

Does it matter if it was or it wasn't, specifically intended to be a NAZI salute?

He's acting like a NAZI in every relevant way except the symbolic and superficial. (Well... except for that one very public time.)

He's very aggressively and openly supporting far-right parties, including the AfD in Germany.

He's suggested to Germans to get over the shame of their past -- guess what he's referring to here!

He basically owns the US Executive branch in the same way that fascists "integrate" business and politics.

He loves to single out vulnerable minority groups for public vilification (the transgendered), including personally taking steps to materially harm them.

Him and Trump together want to control the racial makeup of the country, and have collaborated on mass arrests and deportations.

Etc...

If it walks like a duck, quacks like a duck, and salutes like a duck...

mcv

Not only does it look like a Nazi salute to most people, Nazis also took it as a sign that he's one of them. His representative in Rome called in a Roman salute (same thing) before quickly deleting it.

It's a Nazi salute to everybody except a handful of people who are desperately in denial about it.

watwut

Weird that comments point out this obvious truth are all downvoted. Also, he is firing all FBI agents that worked on the case against Capitol attack. They are succeeding in making legal system composed of loyalist that will not prosecute his people crimes, but will abuse political oposition.

adastra22

It was either a nazi salute, or a "Heil, Ceasar!" In the context of a presidential inauguration, either one is very, very bad.

graftak

The “Roman salute” you’re referring to never existed in history up until the 19th century when art and later film took creative liberties.

It’s fictional symbolism that resonated with Italian fascists and eventually became the greeting associated with nazism.

graftak

The “Roman salute” you’re referring to never existed in history up until the 19th century when popular media introduced it. It’s fiction, it resonated with Italian facist which is why they started using it.

benrutter

Know way of testing this (that I know at least), but I'm curious about how much the effect is Musk's politics and how much is other EVs catching up.

Politically, I'm fairly left wing, concerned about democracy and climate change. Elon Musk's politics is easily enough to make sure I'd never purchase anything he's associated with.

That said, for buying an EV, tradional car manufacturers have mostly caught up with where Tesla is now, as a European buyer, I could get a high quality EV much cheaper from longer established brands with more effecient supply chains.

Seems pretty tricky to try and untangle those two effects.