Sales at Elon Musk’s Tesla have fallen by a shocking 40 per cent in Europe amid increased pressure from Chinese rivals in the electric vehicles (EVs) industry.

New data from the European Automobile Manufacturers’ Association (ACEA) shows EV sales rose by more than a third in July (33.6 per cent), meaning that combined with Tesla’s own drop in sales, the company’s market share has dropped to below one per cent.

First-half year sales from January to July also dropped by more than a third (33.6 per cent) compared to last year during the same period, as Tesla struggles with brand image, price competition and a lack of new models versus the offerings of their rivals.

The sales data covers the European Union, the UK and the EFTA region. Total battery EVs now account for more than 15 per c

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