Tesla's Search Interest in the UK and Europe is on the Decline

Tesla has long been a focal point in the electric vehicle (EV) market, capturing significant attention across the UK and Europe. However, recent events have influenced public interest and search behaviours related to the brand.​

UK Market Dynamics

In the UK, Tesla achieved a milestone by selling its 200,000th vehicle by March 2024, accounting for approximately 20% of all EVs on British roads. The Model Y emerged as the best-selling EV in the UK for 2024, with 32,862 units sold. Despite these achievements, Tesla’s UK market share experienced a decline to 10% in early 2025, influenced by intensified competition from brands like BYD and Kia. ​

European Market Trends

Across Europe, Tesla faced challenges with a 14% decrease in sales year-to-date by December 2024, contributing to an overall downturn in the EV market. Notably, in November 2024, Tesla’s registrations in the EU dropped by 40.9% compared to the same month the previous year. Despite these figures, the Model Y maintained its position as the most registered BEV in Europe for 2024, with 209,214 units registered. ​

Search Visibility & Tesla’s Declining Momentum

* Ahrefs data

Looking at the organic page trend illustrated in the graph, there’s a clear trajectory of steady growth in Tesla-related content and visibility from 2016 through to late 2023, peaking at around 140K pages. This suggests a consistent increase in public interest; however, post-2023, there is a noticeable and rapid decline, with organic pages dropping by nearly 50% by April 2025. 

This dip aligns with several key developments, including a broader slowdown in EV market growth, Tesla’s reduced sales figures across Europe, and increasing competition from emerging EV brands. The drop in content suggests waning digital engagement and possibly reduced media or SEO focus on Tesla, indicating a significant shift in the brand’s online presence and public perception.

Search Volume Comparison: Tesla Models in the UK 

A look at Google Trends reveals some compelling differences in search interest across Tesla’s current lineup.

• Tesla Model Y leads comfortably, reflecting its strong real-world popularity and dominant sales position in the UK. 
• Tesla Model 3 follows closely behind, still commanding significant attention thanks to its affordability and broad appeal. 
• Model S and Model X, both premium models, show comparatively lower levels of interest, which correlates with their niche status and limited sales volume.

These trends suggest that while overall Tesla-related interest is softening, consumer focus remains strong around accessible core models relevant to the UK audience. Brands looking to capture similar engagement may want to pay close attention to the balance between hype and availability and how public curiosity translates into market performance.

Several Factors Have Influenced Tesla’s Market Performance and Public Interest:

• Regulatory Changes
  The UK government’s relaxation of environmental regulations – including adjustments to the EV mandate and an extension allowing hybrid sales through 2035 – reflects broader uncertainty in the shift to full electrification. While designed to support the industry amid global pressures, it may be slowing momentum for pure EV adoption. 
• Competitive Landscape
  New entrants like China’s XPeng, now setting up UK dealerships, offer cutting-edge alternatives that are often cheaper than Tesla. These disruptors are changing the value equation and challenging Tesla’s early-mover advantage. 
• Public Perception
  Protests in Berlin and other European cities against Elon Musk and Tesla’s perceived corporate practices have created brand headwinds. While not necessarily impacting hardcore enthusiasts, such sentiment does play a role in overall search and engagement trends.

While Tesla continues to be a major player in the EV market, its dominance is clearly being tested. Understanding these trends and responding to them strategically will be crucial for any automotive brand navigating the current EV transition.

If you’d like to discuss how the markets could be affecting your performance, get in touch with us today.