the norwegian exception

while tesla sales are faltering across europe, the electric vehicle (ev) manufacturer is experiencing a resurgence in norway.industry figures reveal a stark contrast to the broader european trend, were consumers are increasingly turning away from elon musk’s brand.

the key drivers behind this norwegian phenomenon are attractive financial incentives and the popularity of a specific model. norwegians have flocked back to the us brand as it offered zero-interest loans and a new model y, which has been the best-selling car in the country for three consecutive months.

ev adoption in norway: a closer look

norway stands out globally for its commitment to electric vehicles. the norwegian road federation (ofv) reports that evs comprised 93.9% of new car registrations in may.this figure underscores the nation’s dedication to transitioning away from traditional combustion engines.

• may 2025: evs accounted for 93.9% of new car registrations.
• year-to-date: evs represent 92.7% of all new car registrations.

tesla has capitalized on this pro-ev surroundings, reclaiming its position as the leading car brand in norway in may. the company tripled its sales, capturing 18.2% of the new car market.

tesla’s performance: a detailed analysis

while tesla’s may performance was impressive, its year-to-date growth is more moderate. for the first five months of the year, tesla sales increased by 8.3%. while positive, this growth lags behind the overall new car market, which expanded by 30.6%.

over the same period, tesla held a 12.9% market share, placing it second behind volkswagen. this indicates that while tesla is performing well, it still faces competition in the norwegian market.

european contrast: tesla’s struggles elsewhere

the norwegian success story contrasts sharply with tesla’s performance in the european union. according to the european automobile manufacturers’ association (acea), tesla sales plummeted by half in april.

the company’s eu market share dwindled to 1.1%, attributed to several factors:

• growing competition from chinese ev manufacturers.
• consumer concerns regarding elon musk’s political views and affiliations.

oyvind solberg thorsen, director of the ofv, emphasized the divergence: looking at tesla sales in norway in may and for the year so far, we stand out from the rest of europe, where sales of this brand have seen a noticeable decline.

the price factor: norwegian consumer behavior

despite concerns about elon musk’s public image, norwegian consumers appear to prioritize affordability. jonathan parr, an analyst at used-car dealer rebil, observed that ultimately, it’s the price that norwegian motorists care about most. he added, norwegians don’t like musk but feel no shame owning a tesla.

however,it’s worth noting that some norwegian tesla owners have reportedly chosen to sell their vehicles or avoid purchasing another tesla,suggesting that price isn’t the only factor influencing consumer decisions.

norway’s enterprising goals

norway, a major oil producer in western europe, has set an ambitious target: all new cars sold this year must be zero-emission vehicles. this commitment to sustainability creates a favorable environment for ev adoption and supports tesla’s growth in the country.

faq: tesla in norway

• q: why are tesla sales rising in norway but falling in europe?
  
  a: zero-interest loans and the popularity of the model y are driving sales in norway,while competition and concerns about elon musk are affecting sales elsewhere.
• q: what percentage of new cars in norway are electric?
  
  a: approximately 93.9% of new car registrations in may were electric vehicles.
• q: what is norway’s goal for new car sales?
  
  a: norway aims for all new cars sold this year to be zero-emission vehicles.