Tesla has removed brand new versions of its Model S luxury sedan and seven-seat Model X SUV from sale across Europe. Customers can now only purchase these vehicles from existing inventory.
European buyers can no longer configure either model through Tesla’s online configurator. The company made this change without any official announcement.
Tesla stopped manufacturing right-hand drive versions of both flagship models in 2023. This means only the Model 3 and Model Y remain available for new orders on the continent.
The Musk-led automaker also pulled the Model S and X from the Chinese market earlier this year. North America and Canada are now the only regions where customers can order these vehicles to specification.
Aging Platforms Face Mounting Competition
Tesla’s had a challenging year in 2024. The Model S debuted in 2012, with the Model X following three years later – both cars are built on increasingly dated platforms.
The company made some updates to both models earlier this year but also raised prices.
European sales figures from June 2024 show Tesla still dominates but faces growing competition:
- Model Y: 24,073 units
- Model 3: 10,807 units
- Skoda Elroq: 9,825 units
- Renault R5/Alpine A290: 7,788 units
- BYD Seal U: Also in top five
Skoda’s immediate success with the Elroq particularly caught industry attention. The vehicle sold nearly 10,000 units in its first month of significant European deliveries.
Traditional automakers like the Volkswagen Group and BMW have caught up with Tesla’s early lead. The VW ID.4, ID.3, ID.7, Skoda Enyaq, and BMW iX1 now rank among Europe’s ten most popular EVs.
BYD delivered a symbolic blow to Tesla in April 2024, selling 7,231 EVs in Europe compared to Tesla’s 7,165 units that month.
Broader Challenges for Tesla
Competition isn’t Tesla’s only challenge in Europe. CEO Elon Musk’s political activities have created additional headwinds for the brand.
Musk’s involvement with Donald Trump’s administration, controversial public gestures, and endorsements of political parties like Germany’s AfD and Britain’s Reform have drawn criticism.
His management decisions have also raised questions. Musk fired Tesla’s entire Supercharger network team and frequently makes announcements about new models that don’t materialize as promised.
A January 2024 study by Electrifying.com found that 59% of UK car buyers have been deterred from purchasing a Tesla due to Musk’s public actions.
The removal of Model S and X ordering from Europe suggests Tesla is consolidating its focus on the Model 3 and Model Y – vehicles that continue performing well despite increased competition. Whether this represents a temporary inventory adjustment or a longer-term strategic shift remains unclear.
