Tesla market share in Finland fell sharply during the first half of 2025 compared to the previous year. The electric carmaker registered fewer than 1,000 vehicles between January and June. Its share of new car registrations dropped to just 2.7 percent, down from 4.7 percent during the same period in 2024. Fresh industry data shows Tesla faced the largest decline among major car brands in Finland.
Among all major car brands operating in Finland, Tesla recorded the largest decline in new registrations. The company attributes this fall to production delays caused by a redesign of its most popular model, the Model Y. The redesign required factory adjustments earlier in the year, disrupting deliveries. Because Finland only records new registrations when cars receive number plates, the official figures tend to lag behind actual sales.
The decline was not limited to Finland. Tesla’s sales fell in several European countries during the first half of 2025. For example, registrations in Finland dropped nearly 40 percent in June alone. In neighboring Sweden and Denmark, Tesla’s registrations fell by more than 60 percent, according to Reuters data. Norway was an exception, with Tesla sales rising 54 percent in June.
The Finnish car market overall experienced a 5 percent decline in new registrations during the first six months of the year. Meanwhile, Sweden and Denmark showed positive growth with increases between 6 and 33 percent.
Industry analysts forecast about 74,500 new cars will be sold in Finland in 2025. By comparison, Denmark, with a similar population size, is expected to sell 170,000 new vehicles this year.
Toyota remained Finland’s top-selling brand for new car registrations in early 2025, holding approximately 15 percent of the market. However, in June, Volkswagen overtook Toyota in monthly sales. Volkswagen’s ID.4 electric vehicle was Finland’s best-selling electric car in the first half of the year, with 851 units registered.
To combat weak sales, car manufacturers are introducing new incentives. Hyundai recently announced a €4,000 discount on one of its electric models as part of an “EV purchase support” program.
On the government side, Finland is considering a scrappage scheme to encourage vehicle turnover. This proposal would reward owners with a few thousand euros for trading in older cars for new ones.
Tero Lausala, CEO of the Central Organisation for Finnish Car Dealers, stressed the importance of faster fleet renewal. He said that renewing the vehicle fleet quickly is essential for improving road safety and meeting emission reduction goals.
