Tesla is currently going through a difficult period, not only in Canada, but worldwide. Figures in the first half of 2025 reveal a 67 % drop in brand vehicle registrations in the country, compared to the same period in 2024. According to data from S&P Global Mobility, just over 9,000 Tesla were recorded between January and June, against more than 26,000 in the previous year.
An unfavorable context for zero emission vehicles
The Californian brand is not the only one to face opposite winds. The Canadian electric vehicle market has also experienced a significant drop, with a global drop of 32 % of Vze registrations in the first half. Two major factors contributed to this trend: the end of the Federal Izev program in January and a temporary suspension of Roulez Vert incentives in Quebec in February and March.
Tesla, victim of her own decisions … and politics
But beyond the global circumstances, Tesla is particularly affected by a series of controversial decisions. The marked increase in prices last February, especially those of models Y and 3, has cooled many buyers. Followed in April of a new leap due to prices of 25 % imposed by Canada on vehicles imported from the United States. Result: the start price of the model reached $ 84,990 before being readjusted to $ 64,990 a few days ago. Model 3, on the other hand, climbed up to $ 79,990, against $ 54,990 at the start of the year.
Added to this is a tense political climate. Some provinces have even removed the Tesla models from their incentive programs, although Quebec continues to include them. That said, Tesla’s share in Quebec incentives rose from 14.9 % in 2024 to 7.7 % in 2025.
A declining brand image
Consumers’ perception also seems to be eroding. According to a recent study by JD Power, only 13 % of Canadians interested in an electric vehicle are considering the purchase of a Tesla, in free fall compared to the 29 % of last year.
This drop in interest for Tesla is not limited to Canada. In Europe, registrations fell 37 % over the first five months of the year, and worldwide, the manufacturer’s deliveries are down 13 % for the first half of 2025.
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