Like many Norwegians, Espen Lysholm is uneasy with Elon Musk’s turn toward right-wing politics, but he still loves Musk’s cars.
“I’ll be honest that it’s a bit of a double-edged sword having a Tesla,” said Lysholm, who bought a Model Y in May, his third new Tesla in less than a decade. “I did think a bit around all that’s going on with the company and the brand. But it’s really all about the charging infrastructure and the seamless technology of the car. No one comes even close.”
Musk’s political activities — including helping bankroll Donald Trump’s US election win last year and championing European far-right parties — have triggered a consumer backlash, especially in Europe, where vandalism of Tesla vehicles and dealerships has been reported. Once-loyal customers in some countries are abandoning the brand.
Yet in Norway, sales are booming. In the first half of this year, Tesla registrations grew 24% year-on-year, even as sales plunged by half or more in Germany, Sweden, Denmark and the Netherlands. That makes Norway, with its 5.5 million people, Tesla’s second-largest European market.
“In many ways, you could say Norway helped build Tesla,” said Christina Bu, secretary-general of the Norwegian EV Association. “Everyone in Norway knows someone who owns a Tesla. It’s more personal.”
Tesla and Musk did not respond to Reuters’ requests for comment.
Industry experts and Tesla owners in Norway point to a 12-year relationship between the Nordic nation and the carmaker that has bred deep brand loyalty. Norway was the first country outside North America to receive the flagship Model S in 2013. Tesla also built its first overseas Supercharger network there, giving drivers access to a vast web of fast-charging stations.
In return, Norway became a global showcase for Tesla’s technology. Musk, once a regular visitor, praised the country’s government-backed EV policies, even declaring in 2022 on Twitter, now X: “Norway rocks.”
The Model S quickly became Norway’s best-selling car, and today electric vehicles account for 94% of all new vehicle sales. Tesla was the country’s top-selling car brand in 2021 and has maintained an 11–20% share of total new car registrations over the past five years.
That dominance is under pressure. Volkswagen briefly overtook Tesla in the first quarter, and Volvo Cars’ growing EV lineup is gaining traction with Norwegian buyers.
Boluwatife Enome
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