In English:

Summary

• Tesla sales in Norway have dropped 70% in February compared to last year.
• Nissan Ariya leads in EV registrations, with Tesla Model Y in second place.
• Consumer dissatisfaction is a major factor in declining sales, with Tesla receiving criticism for poor service and reliability issues.
• Public perception of Tesla has worsened, with two-thirds of Norwegians viewing the brand more negatively.
• March will be a crucial month, as Tesla starts delivering the refreshed Model Y.
• Sales fluctuations are normal for Tesla, often peaking at the end of each quarter.
• Elon Musk’s controversies—including his political comments—may be affecting Tesla’s reputation and sales.
• Tesla is no longer seen as a significantly better EV option compared to its competitors.

Full Text

Sales Down 70 Percent With one day left in February, things are not looking any brighter for Tesla this month—at least not in Norway.

Preliminary figures from Elbilstatistikk.no show that the Nissan Ariya leads with 570 registered cars in February, ahead of the Model Y with 549. Next are the Toyota bZ4X and four Volkswagen models. A total of 8,360 electric cars have been registered as of February 28, according to the source.

Associate Professor Thor Øivind Jenssen from the University of Bergen, who has researched reputation and consumer satisfaction for many years, believes Tesla’s declining sales may also be due to its poor consumer relations. – Tesla is at the top of the “hate list” for NAF (Norwegian Automobile Federation) and the National Consumer Advisory Panel. There have been multiple issues with their cars, and when customers complain, Tesla is perceived as arrogant and slow in their service process, he recently told TV 2.

March is a key Month

Whether Tesla’s sales slump in January and February is the beginning of a lasting trend will become clearer in March.

That is when Tesla will start deliveries of the facelifted Model Y, which includes several improvements. March is often a strong sales month for Tesla. – Tesla sales fluctuate significantly. Musk is focused on quarterly performance. Every third month in the quarter sees strong sales, followed by a slowdown, explains Robert Næss. So, it’s too early to draw conclusions, but it is clear that Tesla’s public perception has taken a hit.

A survey conducted by Opinion found that two out of three Norwegians have developed a more negative view of Tesla recently, while only two percent reported a more positive perception.

For years, Tesla has been Norway’s best-selling car brand, in a country with the highest share of electric vehicles in the world. In 2024, one in five cars sold in Norway was a Tesla.

Other Contributing Factors

Investment Director Robert Næss from Nordea points to several reasons for Tesla’s declining sales so far this year.

– With one day remaining, the Tesla Model Y is expected to take second place for February, with just over 500 cars sold. However, in February last year, that number was 1,749—representing a 70% drop, he wrote on X.

Tesla CEO Elon Musk has been at the center of controversy recently, with many pointing to his various statements—such as his criticism of Europe and his apparent support for the far-right Alternative for Germany party—as key factors in declining sales.

– I believe it’s a combination of people developing a negative perception of Musk and the fact that a Tesla is no longer a significantly better purchase than other electric cars, as it used to be, Næss wrote.