Tesla’s Change in Market Share in 13 European Countries

Support CleanTechnica’s work through a Substack subscription or on Stripe.


Or support our Kickstarter campaign!

This is the third and presumably final article in a series I’m doing on Tesla sales trends in a bunch of European countries in January. The first article explored year-over-year changes in sales and market share for Tesla. However, under that article, some readers suggested looking further back and examining the change in sales compared to January 2024, or even January of years prior. Doing that second analysis, I left out market share. I just decided the important matter was really Tesla’s sales volumes — whether the company was on the up or on the down. However, readers pointed out that it would have been helpful for context to show changes in market share. Some Tesla fans seemed to think this comparison would make Tesla look better, believing that Tesla sales were only down due to broader markets being down.

So, I decided to jump in once more and collect the data on market share — Tesla’s share of the overall EV market in each of these 13 countries. (Note that our definition of EVs in this case is 100% pure electric vehicles, not inclusive of plugin hybrids.) Here are the results:

UK

• January 2024 — 7.6%
• January 2025 — 5%
• January 2026 — 2.5%

Norway

• January 2024 — 21.6%
• January 2025 — 7.5%
• January 2026 — 2.9%

Netherlands

• January 2024 — 18.6%
• January 2025 — 8.1%
• January 2026 — 4.3%

Spain

• January 2024 — 28.9%
• January 2025 — 4.7%
• January 2026 — 6.4%

Sweden

• January 2024 — 7.6%
• January 2025 — 7.1%
• January 2026 — 7.3%

Denmark

• January 2024 — 16.5%
• January 2025 — 5.4%
• January 2026 — 4.1%

Germany

• January 2024 — 14%
• January 2025 — 3.7%
• January 2026 — 3.1%

Italy

• January 2024 — 13.7%
• January 2025 — 6.2%
• January 2026 — 7.7%

Switzerland

• January 2024 — 13.1%
• January 2025 — 7.7%
• January 2026 — 2.2%

Ireland

• January 2024 — 1.6%
• January 2025 — 2.9%
• January 2026 — 2.0%

Finland

• January 2024 — 10.7%
• January 2025 — 3.5%
• January 2026 — 9%

Austria

• January 2024 — 13.9%
• January 2025 — 5.9%
• January 2026 — 15.6%

Portugal

• January 2024 — 20.1%
• January 2025 — 11%
• January 2026 — 7.9%

Rather than comment on each country individually this time, let’s just reflect on the overall point, which is very clear. Tesla’s share of the EV market, almost across the board in Europe, went down year over year in January, and went down even much further compared to January 2024. There were some exceptions, yes, but the norm was dropping EV market share — just as the norm in volume sales change was a significant drop in sales. In 11 out of 13 countries, Tesla’s share of the EV market was lower in January 2026 than in January 2024.

Yes, it’s just one month. But arguing that Tesla sales were down because it was January doesn’t make sense, because we’re comparing to other Januaries, and arguing that Tesla sales were down because EV sales were down in general doesn’t make sense, because Tesla’s shares of these EV markets are way down. It’s still possible January was unique for Tesla for some reason and it wil bounce back, but that seems more hopium than clear logic. We’ll see in the next few months how things change and if Tesla does find a way to bounce back.