According to the European Automobile Manufacturers Association, Tesla registered just 8,837 new cars in July, a 40 per cent nosedive compared to the same month last year. Meanwhile, BYD surged ahead with 13,503 new registrations, marking a staggering 225 per cent leap.

What makes Tesla’s plunge worse is that it came during a period when overall battery electric vehicle sales in Europe rose. So, it’s Tesla's problem.

Elon Musk’s electric dream is looking increasingly shakey in Europe. The company is battling stiff competition, a lack of meaningful model updates, and a growing backlash to Musk’s public behaviour and proximity to Donald Trump’s political circus.

Global figures aren't much prettier. Tesla’s automotive revenue sagged in the second quarter, and Musk warned shareholders to expect “a few rough quarters” ahead. It doesn’t help that the company hasn’t delivered a refresh of its line-up in ages.

Tesla’s big bet is a more affordable electric model, promised for volume production in the second half of 2025. Investors are praying it won’t be too little, too late.

Meanwhile, BYD and other Chinese marques are swarming into Europe. BYD has opened showrooms throwing competitively priced models at the market with the kind of aggression that Musk used to be known for.

According to JATO Dynamics, Chinese manufacturers claimed more than five per cent of Europe’s car market in the first half of the year, the highest figure ever recorded.

It’s not just Tesla feeling the squeeze. Stellantis, Toyota and Suzuki, also posted year-on-year declines in July.

Volkswagen, BMW and Renault Group all saw their registration numbers rise, suggesting that not everyone is losing ground to the incoming Chinese juggernaut. But with Tesla floundering and BYD accelerating, the European EV race has become anything but predictable.