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Commercial Awareness Compass

Hype-speed ahead? Or is Tesla heading for a crash landing?

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Emma Lilley

Emma Lilley is Head of Legal (UK & Ireland) at SD Worx, a University of Law alumna, and founder of In-house Potter, a platform that helps aspiring lawyers learn about careers in in-house law.

Published Wed, 16 Jul

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Tesla once defined the future of electric vehicles. Now, it’s watching that future slip away. Sales have dropped across key European markets, even as the wider EV industry grows. Sweden, France and the UK all recorded major declines in Tesla sales, while Chinese rivals like BYD are gaining ground. Elon Musk’s political alignment, increasingly vocal and polarising, may be part of the reason.

When a market leader stumbles, does it shake public confidence in the whole industry? Or is it simply a chance for others to move in? And what happens when a founder’s personal brand becomes a liability for the business?

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