Elon Musk fatigue is no longer a niche internet mood. It is now a measurable commercial, political and reputational problem. Tesla’s UK registrations fell more than 29% year-on-year in December 2025, while annual UK sales dropped 8.9%, even as Britain’s wider car market grew. In Europe, Tesla’s decline has become harder to ignore, driven by stronger rivals, brand exhaustion and growing political discomfort around the man at the centre of it all.

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