Three out of four potential buyers of an electric car reject the idea of buying a Tesla. The study points to the German market, which is the first electric car market in Europe by sales volume, and explains an important part of Tesla’s failure in Europe during 2025.
Three out of four. 75% of potential buyers of an electric car in Germany do not value the idea of buying a Tesla car, according to a study by the German Institute of Economics in collaboration with the Technical University of Dresden.
The figure, which in itself is bad, has even more meaning. And that 75% is made up of potential customers who believe it is unlikely to buy a Tesla (15%) and those who completely reject buying a vehicle from this brand (60%). The reason, as we could imagine, is not a question of competition or price.
The disaster. Last year, 545,142 electric cars were sold in Germany. It was, by far, the strongest electric car market in Europe. The growth was 43.2% compared to 2024, the year in which just over 380,000 electric cars were sold. Its market share reached 19.1%, above the European average, according to ACEA.
For Tesla, however, it was not a great year. In Europe, 150,504 electric vehicles from Elon Musk’s company were sold, 37.9% less than the previous year when 242,436 registrations were registered. The most problematic thing is that the company had achieved a market share of 2.3% (a good bite to eat on the electric car pie, which in 2024 was only 13.6% in the European Union. That is, almost two out of every 10 electric cars sold in Europe were from Tesla.
The drop was even more pronounced in Germany. There, the drop was 48.4%, as recorded Reuters at the beginning of the year. And, with everything, It has not been its strongest percentage drop in European countries but the damage in volume is more than evident.
The politics. The decision by which the Germans seem to completely reject Tesla is evident to the creators of the study: Elon Musk’s political positioning. According to the authors, political positioning influences the purchase of a car more than sociodemographic characteristics.
They point out that young people, those with a higher level of education and those who live in urban areas are more inclined to purchase an electric car. In political terms, Green supporters are the most open to acquiring this technology and AfD (German far-right) voters are the least enthusiastic. On average, they say, the potential customer for an electric car has grown by over 40% and those who reject it outright have also fallen.
But the problem for Tesla is that it is not attractive to either group. Among the Greens, only 10.8% value the purchase of a Tesla as their first option and the percentage grows among AfD followers to 15.2% but it must be taken into account that these voters are also less in favor of buying a car of this type.
Just lose. The study concludes with a statement: Elon Musk has lost support for buying cars among progressive groups (those who buy the most electric cars or are willing to buy) and has not attracted enough conservative groups to alleviate this disadvantage.
The result is a direct consequence of a year 2025 that began with Elon Musk doing a Nazi salute during Donald Trump’s takeover of the United States and which continued with a explicit support of the company’s head for AfD and other far-right parties in Europe.
It must be taken into account that this type of political positioning in Germany is much more delicate than in other countries. In Germany the Nazi salute is a crime punished with a fine in minor cases but which can be grounds for imprisonment in more serious cases.
Study on preferences when buying an electric car in Germany segmented by political parties. Source: German Institute of Economics
The worst option almost always. The image above shows the predisposition of Germans to the type of electric car they want to buy, segmented by their origin and the political parties that these potential customers vote for.
According to this data, Tesla is the last option in four of the six political parties studied, even behind Chinese cars as the first option. The latter always surpass him except among CDU and SPD voters (although in both cases a greater percentage considers it possible to buy a Chinese car over a Tesla if we add the second level of predisposition).
Tesla reaps the worst results among the Greens and Linke (The Left) and the absolute rejection is greater among the supporters of the latter political party. Chinese cars are, in all cases, the second option chosen when considering those who are willing to buy an electric car and those who value it as a possible purchase. The Germans are the ones who obtain the most support and the first option in all cases, with the greatest support among Green voters and with the AfD as the party with the greatest reluctance to buy it.
Photo | Elon Musk in X and German Institute of Economics
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