Drivers across the continent are turning their backs on Elon Musk’s Tesla at an alarming rate as motorists choose to invest in new Chinese vehicles.
New research has found that Tesla is losing appeal among new car buyers around Europe as they opt for more affordable and technologically advanced options.
A staggering 38 per cent of people believe that Tesla’s “brand novelty” has worn off, while 44 per cent said that they are not convinced to switch to a Tesla despite seeing people drive them.
One-third of drivers agree that Tesla is “not as far ahead as it used to be”, with other brands overtaking the Elon Musk-led brand on design, quality and emotional appeal.
More than a quarter of drivers also believe that the brand is not as competitive as it used to be, with many noting its ageing lineup of vehicles.
While it has unveiled a fresh version of the Model Y in recent months, many have been unimpressed by the lack of innovation with new models, especially since the Cybertruck will likely not receive the green light for European roads.
The study, from Escalent, found that cars from China have seen the biggest increase in consideration from prospective buyers, rising to 47 per cent.
While China still trails the likes of Germany (89 per cent), Japan (76 per cent) and France (69 per cent), it has jumped by 16 per cent year-on-year.
Drivers are increasingly turning their backs on new Tesla EVs in favour of Chinese brands
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REUTERS
Trustworthiness in Chinese brands has also grown from 22 per cent to 28 per cent, with market leader BYD ranking eighth overall among all brands.
Shockingly, Tesla ranks in 50th place, while smaller Chinese brands, like Zeekr and Leapmotor, are closing the gap on the once-dominant electric vehicle manufacturer.
Mark Carpenter, managing director of Automotive and Mobility Europe at Escalent, said: “Once a badge of progressiveness, the Tesla brand now risks being seen as uninspiring and faces the same complacency that it once disrupted.
“In our first Chinese Auto Brand Impact report in 2024, we highlighted that attitudes to Chinese cars were starting to change, but that price was a critical motivator, turning consumers from ‘biased to buyer’ with little effort.”
In addition to impressive in-car features and technology, Chinese brands are also forcing established Western manufacturers to slash costs to remain competitive.
The BYD Dolphin Surf city car, which has an impressive 200-mile battery range, is on sale for just £21,950, placing it among some of the most affordable EVs on the market.
Thanks to its offering of electric and hybrid vehicles, BYD has quickly positioned itself among some of the best-selling vehicles on the market, having registered more than 39,000 vehicles in the UK so far this year.
This represents an impressive 547 per cent year-on-year growth in sales, while capturing 2.27 per cent of the overall market share of new vehicles in the UK.
BYD is already one of the best-selling brands in the UK
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BYDCrucially, this is more than Tesla’s 35,455 sales. The American brand has seen a small 4.5 per cent drop in new registrations compared to the same time last year.
Other Chinese brands have also made a substantial impact on the UK market, including Changan, Chery, GWM, Jaecoo, Leapmotor, Omoda and Xpeng.
Mr Carpenter concluded, saying: “From being some way behind, Chinese car brands are accelerating into consumers’ hearts and minds with consideration higher than ever.
“While this comes at the expense of a public cooling of positive feeling towards Tesla, it’s also putting pressure on established brands in Europe that have dominated but are at risk of declining market share.”