---
title: "Research Snippet #10 - Tesla’s problems in Europe have only just begun"
description: Tesla’s brand appeal is plummeting in Europe, according to new homeowner survey data from Electrify Research—raising questions about a deeper cultural shift in EV sentiment.
image: https://www.electrifyresearch.co.uk/hubfs/image-png-May-30-2025-11-26-34-9058-AM.png
---
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# Research Snippet #10 - Tesla’s problems in Europe have only just begun
[By - Ben Marks,](https://www.electrifyresearch.co.uk/blog/author/ben-marks) May 29, 2025
At Electrify Research, we’ve been tracking EV desirability by brand for the last two years via our [Homeowner Electrification Tracker Study (HETS)](https://www.electrifyresearch.co.uk/). The latest figures offer Tesla further bad news.
Desirability for Tesla has dropped every quarter for the past year. Some of the biggest falls have come in the most recent quarter (between January 2025 and April 2025).
**Tesla brand desirability – last two years**
*Tesla brand desirability. Source: Homeowner Electrification Tracker Survey (HETS) 2025 by Electrify Research*
Since our [last report on this topic](https://www.electrifyresearch.co.uk/blog/more-trouble-for-tesla) - desire for Tesla EVs has seen a further relative decline of 36% in the UK, 26% in Germany, 24% in France while there’s been an uptick in desirability in the US. Overall, across the four markets we track Tesla has fallen from most desired EV brand (July 2023) to XXXXXX most desired brand, after XXXXXX, XXXXX, XXXX
Despite this recent fillip, overall the picture is bleak – even in the US desirability has fallen from 36% to 30% over the course of the tracking – a relative decline of 17%. But in Europe the falls are, arguably, fairly catastrophic.
As reported in our [previous update](https://www.electrifyresearch.co.uk/blog/more-trouble-for-tesla), no other brand has seen change of even vaguely similar proportions. The slip in Tesla desirability is unlikely to be due to an aging range of cars given no other brand – even those who’ve had few or no new model releases in the last two years, have seen falls of anywhere near the same magnitude.
*Tesla brand desirability. Source: Homeowner Electrification Tracker Survey (HETS) 2025 by Electrify Research*
HETS is based on country-representative samples of homeowners. The EV brand questions were asked of all HETS respondents based on a simple yes / no response to the following question, “I would like to own an EV vehicle from the following brand” (Tesla).
Brand desirability is a critical forward-looking metric because it captures emotional intent and early demand signals that often precede actual purchase behaviour, making it a strong predictor of future market directions. We focus our research on homeowners because they’re more likely to have the facilities, autonomy, and resources needed to adopt home-based technologies, e.g. off-street parking, the right to install a home charge point plus they tend to be better off, making them a meaningful proxy for early mass-market adoption.
Our EV desirability question is asked of all homeowners, not just those who have off-street parking or who currently own or are actively considering an EV (although these characteristics can be easily viewed on the HETS dashboard). This decision is intentional: EVs are now part of the national conversation and cultural zeitgeist, so it’s important to understand how broad-based sentiment is evolving, not just track current demand. No other brand has seen a fall in desirability of Tesla’s magnitude, which suggests a cultural shift rather than a response to narrow or technical factors. If Tesla’s desirability has been destroyed through Elon Musk’s recent well-publicised actions, he has truly poisoned his own brand in the three biggest European markets: the UK, France, and Germany.
**About Electrify Research and HETS**
Electrify Research is a leading provider of consumer insight into the electrification of homes and transport. Our Homeowner Electrification Tracker Study (HETS), launched in 2023, is the largest ongoing study of its kind, with 32,000 interviews completed and a further 16,000 conducted annually. Samples are nationally representative across the UK, France, Germany, and the US. HETS tracks adoption, attitudes, and the path to purchase for key low-carbon technologies—including EVs, heat pumps, solar panels, and home batteries—as well as how each technology impacts the others in consumers’ minds. Each wave combines robust quantitative data with over 50,000 open-text responses, offering uniquely rich behavioural and motivational insight into real-world consumer sentiment. Available by subscription via an easy-to-use interactive dashboard, HETS supports EV OEMs, home charge point manufacturers, smart home technology providers, energy providers, banks and other lenders, and policymakers in shaping marketing, communications, strategy, public affairs, and policy to help accelerate the energy transition. Contact ben.marks@electrifyresearch.co.uk or visit www.electrifyresearch.co.uk.
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