July was a contrasting month for Tesla in the European automotive market. In some countries, the manufacturer led by Elon Musk stood out positively, in others less so. Thus, we see strong sales increases in France and Denmark, but also drastic drops in deliveries in Norway, Sweden, Spain, Italy, and Portugal. These are measures that are diametrically opposed to each other: 86% growth in France and 52% in Denmark, a 97% collapse in Norway, 60% in Sweden, 81% in Spain, 77% in Italy, and 69% in Portugal.
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Tesla and the European market in July
According to some analysts cited by Reuters, Tesla seems to give priority to markets with generous incentives, such as Germany, where volumes could sharply increase in the second half of 2026, and France. In short, the picture is varied and not all markets are favorable to the American giant. All this in a context where the European electric vehicle market as a whole proved solid in July, supported by government incentives in France and the continued growth of the BEV segment in markets like Denmark.
The impact of Chinese production
Another hot topic: Tesla’s Chinese production. Or rather, Tesla Made in China. Sales of these increased by 37.8% in July compared to the previous year, marking the ninth consecutive month of growth. In particular, deliveries of Model 3 and Model Y built at the Shanghai plant, including exports to Europe and other markets, totaled 93,579 units last month, up 5% from June. But the situation remains highly competitive. Just consider that BYD, Tesla’s main rival, recorded an increase in global sales for the third consecutive month in July, thanks to strong exports, especially to Europe.
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