June 24, 2024


Elon Musk said in April that Tesla would prioritise mass production over profit, in an attempt to spur demand and fend off competition — and the bold tactic seems to be working. 

Tesla’s Model Y was Europe’s best-selling car in all categories in the first half of 2023. You heard that right: the electric SUV even elbowed out combustion engine cars like the Dacia Sandero and Volkswagen T-Roc to take the top spot, the first time ever for an EV in Europe. 

Tesla sold 138,814 Model Y’s between January and June of this year, almost double the volume sold during the same timeframe in 2022. Musk’s firm also took second place with its Model 3 sedan. The Volvo XC40, VW ID.4, and VW ID.3 came in third, fourth, and fifth respectively.  

A graph showing the top 20 best-selling EV models in the first half of 2023

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Since the same period last year, Tesla’s market share has soared by 1.3 percentage points, rising from 1.53% to 2.82% – the biggest increase among Europe’s 116 car brands. 

Tesla has aggressively cut prices in Europe and other global markets including the United States and China since January, which has no doubt increased deliveries significantly. ​​In the UK, the EV maker slashed prices by as much as £8,000, while in Germany, the biggest reduction was €9,100.

“The increase in the availability of cars following the start of local production in Germany, as well as price cuts, explains Tesla’s rapid growth recently,” commented Felipe Munoz, global analyst at British automotive intelligence firm JATO Dynamics. “It’s also important to note that Tesla represents EVs for many all over the world, and today more and more people are turning electric.”