Tesla Registrations in Denmark Plunge 61.6% in June, While Model Y Boosts Norway Deliveries

Market News

Tesla is facing a complex scenario across the European market. In June, new data revealed a sharp 61.6% drop in registrations in Denmark, while over in Norway, the newly updated Model Y led to a massive jump in deliveries. What’s behind these contrasting trends?

A Big Dip in Denmark

In June 2025, Tesla (TSLA)  registered only 1,282 vehicles in Denmark. That’s a year-on-year fall of 61.6%, according to figures from Mobility Denmark. It also marked the sixth month in a row of declining Tesla sales across Nordic regions.

Why Are Sales Falling in Denmark?

So, what’s going wrong?

While Tesla remains a leading EV brand globally, Denmark tells a different story. Several factors have contributed to this downturn:

  • Public backlash against Elon Musk’s political behavior and commentary has hurt Tesla’s image.
  • The outdated product range with no major design changes since 2020 has made newer EV brands more appealing.
  • Chinese EV competition is intensifying, offering lower-cost models with better features.

Norway’s Numbers Tell a Different Story

In contrast to Denmark, Tesla’s performance in Norway is rising sharply. The Model Y became the top-selling vehicle in the country, with registrations up 213% in May, reaching over 2,600 units.

What Drove Norway’s Strong Sales?

Several factors helped Tesla win in Norway:

  • The launch of the refreshed Model Y excited both existing and new buyers.
  • Zero-interest loan offers made the car more affordable.
  • Norway continues to provide generous EV incentives, including tax breaks and toll exemptions.

These combined moves helped Tesla boost its image and make the purchase decision easier for Norwegian consumers.

Comparing the Two Markets

Why is Tesla doing so poorly in Denmark but thriving in Norway?

Consumer Sentiment Matters

Danish consumers are more sensitive to brand reputation and may be reacting to negative press surrounding Elon Musk.

Market Size Distorts Percentages

Denmark’s EV market is smaller, so registration dips seem more dramatic in comparison.

Product Updates Play a Role

Tesla’s success in Norway is tied to the updated Model Y. Denmark hasn’t seen the same product refresh or promotional push.

What This Means for Tesla in Europe

The split performance shows Tesla needs to make its strategy for each market:

  • New models and regular updates are crucial to staying competitive.
  • Attractive financing options, like those used in Norway, can significantly improve uptake.
  • Rebuilding brand trust is key in more reputation-sensitive markets like Denmark.

Looking Ahead

To bounce back across Europe, Tesla may consider:

  • Launching a smaller, more affordable EV to attract price-conscious buyers.
  • Expanding the Model Y strategy used in Norway to other countries.
  • Addressing PR issues tied to leadership that affect consumer trust.

Final Thoughts

The sharp contrast in Tesla’s June performance, a steep drop in Denmark, and a big win in Norway, shows how unpredictable the European EV market can be. While Tesla still holds power, the path forward will require more than just a strong product. Regional awareness, flexible pricing, and brand management will all play critical roles in keeping Tesla ahead of rising competition.

Disclaimer

This content is for informational purposes only and not financial advice. Always conduct your research.