Tesla’s sales figures in Germany for January to June 2024 were down 42 percent compared to the same period last year.
Germany, the epicenter of the European car industry transitioning to electric power, is seeing domestic buyers increasingly reject EVs. Sales of battery vehicles plummeted by an average of 16.4 percent in the first half of 2024, yet Tesla’s dismal figures make this decline seem almost positive by comparison.
Tesla’s German sales plummeted to 21,249 from January to June, a 41.6 percent decrease compared to the same period last year. Focusing on the June figures alone, sales dropped by 42.2 percent to 4,648 units, placing Tesla behind MG, which sold 5,158 units, although not all of them were EVs.
It’s challenging to cast this performance in a positive light, especially given that the overall German car market saw growth in the first half of 2024. Total passenger car sales increased by 5.4 percent to 1.47 million in H1 and surged by 25.8 percent in June, reaching 297,329 compared to June of last year.
BMW (up 2.7 percent to 114,690), VW (up 11 percent to 289,218), and Porsche (up 19.2 percent to 21,885) all performed well in the first half of 2024, but not every German brand had cause for celebration. Audi sales dropped 17.1 percent to 104,164, and Mercedes saw a decline of 12.7 percent to 126,847. Nevertheless, their situation could have been worse. Maserati, for instance, registered only 300 cars in six months, a 56.9 percent decrease.
Seat demonstrated its resilience, with sales growing by 37.9 percent to 83,426, while Skoda’s sales increased by 24.9 percent to 104,248. Volvo saw a significant rise of 59.6 percent to 31,763 units, likely boosted by the arrival of the EX30, though many buyers are now grappling with software issues and may regret their choice.
Then there’s BYD. Although its 1,202 sales from January to June might seem minor—only 80 units more than Ferrari—that number marks a 427 percent increase from last year. The Chinese brand is just beginning its journey in Europe, and it will be intriguing to see its progress by the time next year’s data is released.
Data source: KBA
