As American electric vehicle manufacturer Tesla faces challenges in the global market due to Chief Executive Officer (CEO) Elon Musk's pro-Trump activities, its growth in domestic sales has also stagnated. The sales figures compiled based on the period following the confirmation of electric vehicle subsidies at the beginning of the year have decreased compared to the previous year. However, within the completed vehicle industry, some analysts suggest that Tesla's recent decline in sales is not solely due to political reasons, but also influenced by model aging, and a rebound is expected after the release of new vehicles.
According to automotive market analysis firm Kaizyu, Tesla sold 2,222 units in the domestic market last month. This ranks third, following BMW (6,274 units) and Mercedes-Benz (4,660 units). During the same period last year, Tesla's sales were only 174 units.
The best-selling vehicle for Tesla last month was the Model Y, a mid-size sports utility vehicle (SUV). The Model Y sold over 2,040 units, accounting for more than 90% of Tesla's total sales, securing the top position for a single model in domestic sales. During the same period, Mercedes-Benz's E-Class sold 1,907 units, while BMW's 5 Series sold 1,719 units.
The surge in sales of the Model Y last month is largely attributed to the early confirmation of electric vehicle subsidies. In South Korea, the subsidies for electric vehicle buyers are usually confirmed at the end of February and are distributed starting in March. As a result, sales during January and February, before the confirmation of subsidies, tend to be minimal. However, this year, with the subsidies confirmed in January, February's sales saw a significant increase compared to the same month last year.
Based on the period following the confirmation of subsidies, Tesla's sales in the domestic market have noticeably decreased. In March of last year, the month following the subsidy confirmation, Tesla's sales reached 6,025 units. At that time, the sales of the Model Y, Tesla's main model, also reached 5,934 units.
Recently, Tesla's sales in the global market have also significantly declined. As of February this year, sales in Germany have fallen by over 70% compared to the same period last year. In China, where Tesla has considerable popularity, sales last month also decreased by 49% compared to the same month last year.
Negative sentiment toward Tesla has intensified as U.S. President Donald Trump engages in a 'tariff war' with several countries. CEO Musk supported President Trump during last year's U.S. election campaign and has continued his political activities by leading the Department of Government Efficiency (DOGE) since the Trump administration began.
Recently, a boycott movement against Tesla is spreading in some European countries. Several Tesla stores have been attacked, and suspicious vehicle fires have occurred.
Many in the automotive industry believe that the fundamental cause of Tesla's poor sales is not due to CEO Musk's political activities. They suggest that the temporary drop in sales is because the main sales models have been on the market for a long time. The Model Y, a key sales model, was first introduced in 2020.
Industry insiders expect that when the partial facelift model of the Model Y, called Juniper, begins to be sold globally, Tesla's sales performance is likely to rebound. Production of Juniper began at the end of last month, and it is set to launch in the global market starting this month. In China, over 200,000 pre-orders have already been recorded. In South Korea, deliveries are expected to begin as early as this month.
Lee Ji-su, a researcher at Korea Investment & Securities, noted, "As customer deliveries of Juniper begin, sales in China are expected to recover quickly starting this month, and the effects of the new vehicle will become apparent in the second quarter," adding, "Tesla's medium to long-term growth potential remains high."