Growing backlash surrounding Elon Musk has led to more Tesla drivers abandoning their vehicles for Chinese-owned Polestar in unprecedented numbers, according to reports.
It comes after the Swedish electric car brand, which is owned by Chinese automaker Geely, recorded a staggering 273 per cent surge in UK registrations year-on-year.
The dramatic shift follows Tesla suffering a sharp 33 per cent decline in May sales compared to the same period last year, according to the latest industry figures.
Polestar, which expanded from a single model to three vehicles in its UK lineup in recent years, registered 1,174 new cars in May, with the new Polestar 4 proving most popular. Meanwhile, Tesla's registrations dropped to 1,998 units last month from 3,022 the previous May.
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Polestar has seen a 273 per cent increase in UK registrations year-on-year
POLESTAR/REUTERS
The exodus represents a significant reversal of fortunes for the two electric vehicle manufacturers who have been competing in the rapidly evolving EV market across the UK.
Matt Galvin, Polestar's UK managing director, revealed the brand has seen more Tesla owners enter its dealerships to switch vehicles.
"We're getting a lot of Tesla drivers coming into our Polestar showrooms to drive our product, and we're converting them at a fairly high rate as well," Galvin told The Independent.
When asked about the reasons behind this shift, Galvin speculated: "I don't know whether that's because of the Elon factor or what, but I think we're just a very attractive car brand right now."
Experts note that Tesla is waiting for new Model Y cars to be dispatched from its Berlin factory to the UK
TESLAThe Polestar executive also suggested customer fatigue with Tesla's offerings might be driving the change. "Tesla has been around a long time, hasn't it? I think people have had maybe one or two of those products already, and there's something new and alternative on the scene with Polestar for them."
Tesla's sales decline can be attributed to the transition period between models, pointing to the gap between the phase-out of its previous Model Y and deliveries of the updated version.
A recovery and sales surge is expected in June as deliveries of the upgraded Model Y commence.
Industry observers have linked Tesla's struggles to reputational challenges surrounding chief executive Elon Musk, with former Aston Martin CEO Andy Palmer describing the situation as "a bit of brand damage".
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Reports suggest Tesla buyers and existing owners are increasingly turning away from the brand due to controversies involving Musk.
Despite the substantial percentage increase, Polestar's absolute numbers remain considerably below Tesla's established market position. The 1,174 registrations in May represent growth from just 314 vehicles in the same month last year.
Polestar's expansion has been driven by its broadened product range, with the Geely-owned brand now offering the Chinese-built Polestar 2, 3 and 4 models across the UK.
The company launched in the UK in 2021 with a single model but has rapidly expanded its offerings to compete more directly with Tesla's streamlined lineup.
Polestar vehicles have become more popular across the UK
POLESTARTesla's current UK range consists solely of the Model 3 saloon and Model Y SUV, having withdrawn its premium Model S and Model X vehicles from the British market, although existing stock remains available.
Looking ahead, the two companies face markedly different trajectories in their product development strategies. Tesla has not committed specific timelines for future models, mentioning only the possibility of a fully self-driving vehicle joining its range at an unspecified date.
In contrast, Polestar has outlined concrete expansion plans in the UK, with its luxury saloon set to join the lineup in 2026.
The brand's first European-manufactured vehicle, the Polestar 7, is expected to launch in 2027.
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