Tesla Sales Rise in Sweden Despite Controversy

Tesla gets a lot of criticism, mostly tied to Elon Musk’s politics. But in Sweden, the company’s cars are still in demand.

Jonas Björkman, head of business development at Riddermark Bil, says Tesla sales are up. Riddermark Bil, one of Sweden’s biggest used car sellers, made SEK 9.6 billion last year.

“Tesla is the electric car brand we have sold the most units of, and sales continue at a high rate. Among the models, we see the greatest demand for Model 3 and Model Y, while older versions of Model S and Model X have a slightly lower popularity,”

Björkman said.

Swedish Market Trends

Tesla’s sales in Sweden have stayed strong, even with IF Metall’s strike. Some customers who stopped buying because of the strike are now coming back.

Data from Blocket shows Tesla ad views dropped from 5.6 million in early 2023 to 4 million in 2024. But in January 2025, traffic increased by 7% compared to the previous year.

Marcin Stepman from Blocket says some buyers are likely looking for a deal.

“After all the attention surrounding Tesla, it may be that some buyers are taking the opportunity to get a good deal on a used model, hence the increasing traffic,”

he said.

The Model Y has been a hit in Sweden, ranking as the country’s best-selling car in 2023 and 2024.

Now, Tesla has refreshed the Model Y with updates to the interior and exterior. The changes could help keep sales strong, maybe even higher than before.