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Introduction
In a bold move that’s echoing throughout the European automotive and corporate sectors, Danish construction company Tscherning has officially dropped its entire fleet of Tesla vehicles. This decision isn’t about car quality or performance — it’s political. Tscherning’s move is part of a growing trend among European businesses and consumers who are distancing themselves from Tesla due to Elon Musk’s increasingly controversial political views. This shift could signal a major shake-up in the electric vehicle (EV) landscape, particularly in Europe where corporate fleets are a key pillar of Tesla’s sales model.
the Original
Tscherning, a Danish construction company, has returned its entire fleet of Tesla vehicles, openly citing CEO Elon Musk’s political affiliations as the primary reason. According to a report, this step aligns with a broader trend in Europe, where Tesla’s sales and brand image are suffering due to Musk’s support for Donald Trump and far-right political movements. This political stance is reportedly turning off both consumers and corporate buyers, who are now reevaluating their association with Tesla.
The report notes that corporate sales play a major role in Tesla’s European strategy, making this trend particularly concerning for the company. Similar moves have been seen from other businesses, like the pharmacy chain Rossmann, which also sold its Tesla fleet.
In an official statement to Electrek, Tscherning emphasized that while Tesla still makes quality vehicles, the company can no longer align with the political values the brand is increasingly seen to represent. They plan to replace their fleet with European-made EV alternatives. A video was even published to show the return of the Teslas, further underlining the public nature of their decision.
Additionally, the article suggests that Tesla’s European market is in trouble. Despite the availability of the new Model Y, Tesla’s sales performance in Q2 2025 mirrors Q1 — a period that saw a 40% decline year-over-year. In fact, Q1 and Q2 of 2025 are shaping up to be Tesla’s worst quarters in Europe in three years. Speculation is growing about potential layoffs and store closures in the region.
With so many current owners selling their Teslas and companies returning fleets, used Tesla vehicles are becoming increasingly affordable, though that comes with its own brand association concerns.
What Undercode Say:
The decision by Tscherning is not an isolated case — it’s a ripple in a growing wave of discontent among European EV buyers. While Elon Musk has long been a controversial figure, his recent overt support for Donald Trump and far-right ideologies appears to be a tipping point. In Europe, where political neutrality and social responsibility hold high corporate value, Musk’s vocal political stances are proving costly.
This incident highlights how closely brand perception and leadership conduct are linked in the public eye. Tesla’s brand was once synonymous with innovation and green technology. Now, it’s becoming entangled with political baggage that many companies, especially in Europe, don’t want to carry.
Europe represents a crucial market for Tesla, particularly through corporate fleet sales. These fleets provide bulk purchases that stabilize quarterly earnings and help maintain visibility on the roads. If more companies follow Tscherning’s example, it could drastically shrink Tesla’s market share in the region.
Furthermore, the drop in quarterly sales and speculation about potential layoffs and store closures suggest that Tesla’s European strategy may need a major overhaul. Musk’s leadership style may work in the U.S. where cultural and political dynamics differ, but in Europe, a CEO’s public stance can sway corporate loyalty and purchasing decisions.
This backlash is also an opportunity for European EV manufacturers like BMW, Volkswagen, and Renault to reclaim market share. These brands not only produce high-quality EVs but also align better with the political and social sensibilities of European consumers and corporations.
It’s important to note that the backlash isn’t about the quality of Tesla cars — it’s a values conflict. And in today’s market, values matter more than ever.
If the current trend continues, used Tesla vehicles will become significantly cheaper, creating an unusual paradox: the cars are still excellent, but their brand value is rapidly deteriorating. This could usher in a new chapter in EV resale markets, particularly for individual buyers who are less concerned about brand politics.
Tesla’s next steps will be critical. Unless
Fact Checker Results 🔍
✅ Tscherning did return its entire Tesla fleet, confirmed by an official statement to Electrek and a supporting video.
✅ Tesla sales in Europe have shown a sharp decline in Q1 and Q2 of 2025, according to sales charts and analyst reports.
✅ Other companies like Rossmann have also distanced themselves from Tesla, indicating a broader trend.
Prediction 🔮
If Tesla fails to repair its public image in Europe, particularly among corporate buyers, it risks losing a crucial market segment. Expect a surge in partnerships between European firms and local EV manufacturers. We might also see increased pressure on Tesla’s European leadership to either distance the brand from Musk’s politics or localize PR efforts. The next 6–12 months will be a pivotal period for Tesla in Europe — and possibly, globally.
References:
Reported By: timesofindia.indiatimes.com
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