Tesla up 30% in Sweden — but crashes across Europe

Fresh sales figures for January 2026 paint a divided picture for Tesla in Europe. While the American EV brand increased sales by a full 30 per cent in Sweden, it suffered dramatic declines in several other key European markets. Overall, Tesla's sales across twelve European countries fell 23 per cent compared to January last year.

Sweden: A bright spot for Tesla

In Sweden, Tesla sold 512 cars in January 2026, compared to 394 during the same month in 2025. That's an increase of 30 per cent — a notable achievement in a market that's already fiercely competitive.

Even more interesting is that Tesla's market share in the Swedish EV segment barely changed: from 7.1 to 7.3 per cent. This means the entire Swedish EV market grew strongly during January — Tesla was growing in step with the market rather than taking share from competitors.

This suggests the Swedish EV market as a whole had a really strong January, something confirmed by industry data showing that nearly one in three newly registered cars in Europe is now a chargeable vehicle.

Dramatic declines across the rest of Europe

The picture in the rest of Europe is considerably darker for Tesla:

In contrast, Tesla surged in some southern European markets: up 77 per cent in Italy and 70 per cent in Spain. Finland stood out with a 286 per cent increase, albeit from low volumes (58 to 224 cars).

Why is Sweden performing better?

There are several possible explanations for why Sweden stands out positively:

**Strong EV market overall:** Sweden's EV market continues to grow, driven by more models, better charging infrastructure and falling prices. This lifts all brands, including Tesla.

**Price reductions:** Tesla has cut prices on several models in recent months. In January 2026, the average price of a new Tesla was down 2 per cent compared to November. Lower prices naturally drive higher volumes.

**Supercharger network:** Tesla has one of the most extensive fast-charging networks in Sweden, providing a practical advantage in daily use — especially for those who can't charge at home.

**Privatleasing:** Attractive privatleasing deals on the Tesla Model Y have made the brand accessible to more people. With prices starting from just under SEK 4,500/month, the Model Y is one of the most affordable options in its segment.

What does Norway's collapse mean?

Norway's dramatic 88 per cent decline needs explanation. Norway is the world's most mature EV market, with over 90 per cent of new registrations being electric. The drop here is likely due to:

What happens with leasing prices?

When Tesla lowers its new-car prices, it affects the entire leasing chain. Lower new-car prices mean potentially lower monthly costs for privatleasing — but they can also push residual values down, which in turn can raise leasing costs.

Right now the market is in an interesting balancing act. The leasing companies that can price residual values correctly will be able to offer the most attractive deals.

For privatleasing customers, the advice is clear: compare multiple offers and watch for promotional prices. Tesla's position in Sweden is strong, but competition from Volvo EX30, Kia EV5, BYD Atto 3 and Volkswagen ID.4 is putting pressure on prices across the entire segment.

The strength of the Swedish EV market

The most positive takeaway from these figures isn't actually Tesla's performance per se, but what it says about the Swedish EV market as a whole. When Tesla can grow by 30 per cent without gaining market share, it means the entire pie is getting bigger.

With new models like the Volvo EX60, BMW iX3 Neue Klasse, Kia EV5 and continued aggressive pricing from Tesla and BYD, 2026 looks set to be a record year for EV sales in Sweden. And that's great news for anyone considering leasing an EV — more models and fiercer competition mean better deals for consumers.