Sunita Somvanshi
Norway has emerged as a bright spot for Tesla, with sales jumping 24% in the first half of 2025 even as the electric vehicle maker faces steep declines across other European markets.
While Tesla registrations plummeted by more than half in Germany, Sweden, Denmark, and the Netherlands, Norwegian buyers snapped up about 13,000 Teslas in the first six months of this year, compared to roughly 10,500 during the same period last year. This makes Norway, with just 5.5 million people, Tesla’s second-largest European market.
“In many ways, you could say Norway helped build Tesla,” said Christina Bu, secretary general of the Norwegian EV Association. “Everyone in Norway knows someone who owns a Tesla. It’s more personal.”
The relationship between Norway and Tesla spans 12 years, beginning when Norway became the first country outside North America to receive the Model S in 2013. Tesla also built its first international Supercharger network in Norway, creating a foundation for brand loyalty that appears to withstand the controversy surrounding CEO Elon Musk’s political activities.
Espen Lysholm, who purchased his third Tesla in May, represents this Norwegian sentiment. “I’ll be honest that it’s a bit of a double-edged sword having a Tesla,” he said. While uncomfortable with Musk’s right-wing politics, Lysholm values the car’s technology and charging infrastructure. “It’s really all about the charging infrastructure and the seamless technology of the car. No one comes even close.”
A key driver behind Tesla’s recent success has been the refreshed Model Y, introduced in March 2025, followed by a lower-priced version in May. The company bolstered these launches with zero-interest financing and free Supercharging promotions, helping spark a 213% jump in new Tesla registrations during May alone.
“Having the ease of operation, having a car that fulfills your needs and for a very affordable price, that is much more important to the Norwegian car buyer than dealing with Tesla shame,” explained Oyvind Solberg Thorsen, head of the Norwegian Road Federation (OFV).
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Interestingly, the same promotional tactics failed to prevent declines in neighboring Sweden and Denmark, where no Tesla models ranked among the top ten sellers in July.
Tesla’s dominant position in Norway faces growing challenges. Volkswagen temporarily claimed the top spot in the first quarter of 2025. Chinese manufacturers, including BYD, XPeng, and MG, collectively captured 12.3% of new car sales in June.
Research from polling agency Norstat published in February showed that 40% of Norway’s Tesla owners believe Musk’s political activism is hurting the brand. However, more than half of Tesla owners surveyed said they planned to buy another Tesla.
Not everyone remains loyal. Odd Bakken, a Tesla owner since 2014 and former board member of the Norwegian Tesla owners club, has decided his next car won’t be a Tesla. Though he still appreciates the technology, Bakken believes Norwegians should show their disapproval of Musk’s support for Donald Trump and far-right European political movements.
“To save Tesla, we need to boycott Tesla,” Bakken said, though he added he might still purchase a used Tesla since “the company doesn’t benefit from us buying their used cars.”
Electric vehicles now account for nearly 98% of new car sales in Norway, with the Model Y capturing approximately 28% of battery electric vehicle sales in June. This exceptional market penetration demonstrates how deeply Tesla has become embedded in Norway’s automotive landscape, despite the political controversies surrounding its CEO.
