The brands that declined the most in Europe in the first half of 2025
- In a European automobile market (30 countries = EU + United Kingdom + Switzerland + Norway) which fell by 1% in the first half of 2025 compared to the first half of 2024, around forty brands saw their sales fall by more than 1%, while around fifty saw their sales remain stable or increase.
- Among the forty brands that saw their sales decline by more than 1% in the first half of 2025, it is interesting to know which brands were the most affected and what were the reasons for their decline. When we look at this list, we see that the 13 declining brands suffered from the lack of success of their models (Lancia, Smart, Mitsubishi, DS) or the failure of their strategy (Jaguar, Tesla). Toyota lacks battery electric models, which would explain the drop in its sales in Europe in the first half, in a context of a sharp increase in BEV sales.
- If we look at the volume of lost sales in the first half of 2025 compared to the first half of 2024, we see that out of the forty brands that saw their sales decline, 13 brands lost more than 10,000 sales from one year to the next.
- Tesla (-55,000 sales), Fiat (-44,000 sales) and Toyota (-43,000 sales) lost the most sales. But we note that the Stellantis group has suffered much more than the others, since the Fiat, Citroën, Opel, Lancia brands are among the brands having lost the most sales in 2025 and accumulate a loss of 120,000 sales for the four brands. This is twice as much as Tesla's losses. The case of Toyota is more surprising, because this carmaker had been growing for several years.