Tesla has suffered a bruising setback in the UK car market, with sales plunging by a staggering 62% in April compared to the same month last year, according to new industry figures.
Just 512 Tesla vehicles were registered in Britain last month, a sharp decline from the 1,352 sold in April 2024. The dramatic slump marks one of the biggest drops among major manufacturers, with only Fiat, Smart and Maserati experiencing steeper falls.
While monthly car sales figures can fluctuate due to various seasonal and market influences, the scale of Tesla’s decline will raise alarm bells – not least for its outspoken chief executive Elon Musk, who has faced increasing political and commercial headwinds across Europe.
Musk, never shy of controversy, has attracted criticism in recent months for his vocal interventions in politics, particularly in Europe. He notably expressed support for Germany’s Far-Right Alternative für Deutschland (AfD), drawing widespread condemnation. In the UK, he has repeatedly lashed out at Prime Minister Sir Keir Starmer, accusing the government of fostering conditions that could lead to “civil war” due to immigration policies. He has even called for Starmer’s resignation.
Though Tesla’s UK sales had appeared relatively resilient compared to sharper declines seen in countries like Germany and France earlier this year, the latest numbers suggest that the political noise and shifting market conditions may now be catching up with the electric vehicle giant.
The downturn comes amid a broader softening in the UK car market. Overall new car registrations fell by 10.4% in April, with 120,331 vehicles sold compared to 134,274 in the same month in 2024, according to the Society of Motor Manufacturers and Traders (SMMT).
SMMT attributed the drop to a confluence of factors, including the end of the vehicle excise duty (VED) exemption for electric cars from 1 April. The rule change spurred a rush of purchases ahead of the deadline, skewing April figures. The timing of Easter also meant there were fewer working days for dealerships in April 2025 than the same period last year.
Yet while Tesla sales tumbled, other electric vehicle brands managed to buck the trend. Registrations of pure battery electric vehicles (BEVs) grew by 8.1% last month, with EVs now accounting for 20.4% of the UK new car market – up from 16.9% in April 2024.
This divergence will add to concerns that Tesla may be losing ground to rivals as the EV market matures and competition intensifies. Brands such as BYD, Polestar, and Kia have seen growing popularity among UK drivers, offering competitive models with strong range and value.
Under the UK’s Zero Emission Vehicle (ZEV) mandate, manufacturers must ensure that at least 28% of their new car sales in 2025 are zero-emission. This places added pressure on brands like Tesla to maintain or grow their market share, lest they face hefty penalties.
SMMT chief executive Mike Hawes described the overall new car market performance in April as “disappointing but expected”, especially after the buoyant numbers recorded in March when new registration plates were issued.
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“Another month of growth for electric vehicle registrations is good news,” Hawes said. “However, even if demand remains well below ambition, we need greater incentives and infrastructure to sustain long-term momentum.”
Meanwhile, Musk’s problems are not confined to the UK. In the US, Tesla has reported significant drops in both sales and profits, prompting speculation over internal leadership struggles and external political fallout. Musk, who was controversially appointed to co-lead a government efficiency team under Donald Trump, has reportedly scaled back his role in response to mounting criticism.
Despite rumours of an executive shake-up, Tesla has denied any plans to replace Musk as chief executive. Nevertheless, with the UK numbers adding to a string of global setbacks, the pressure on Musk and Tesla is intensifying – both in the boardroom and on the forecourts.
