Tesla Inc. Chief Executive Officer Elon Musk has assumed oversight of sales in Europe and the US, leaving deputy and senior vice president Tom Zhu over Asia, following the high profile departure of Omead Afshar,

Schmidt Automotive reports that Tesla has endured six year-on-year losses in quarterly new registration volumes across Western Europe, and is now staring down a seventh. Tesla’s share of the EV market shrank across the region to 7.2 percent in May, down from the 12.6 percent share it had in May 2024.

Tesla's European sales have now fallen for five straight months as customers switch to cheaper Chinese EVs and, in some cases, protest against Tesla CEO Elon Musk's politics. The revised Model Y is meant to revamp the company's ageing model range as traditional automakers and Chinese rivals launch EVs at a rapid pace amid trade tensions.