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In January 2025, traditional automakers General Motors (GM) and Ford recorded strong sales growth in the U.S. electric vehicle (EV) market, while market leader Tesla struggled with a significant decline in sales. GM and Ford saw a 36% year-over-year increase in EV sales, expanding their market share.

In contrast, Tesla's sales dropped by 11% year-over-year to 43,411 units, with its market share plummeting to 42.5%. This marks the first time Tesla's U.S. market share has fallen below 50%, signaling a serious challenge to its leadership position.

A key factor behind Tesla's decline is CEO Elon Musk’s political involvement as he simultaneously holds a cabinet position in the U.S. Department of Government Efficiency (DOGE) while implementing mass layoffs in the public sector. This has led to negative public sentiment, which in turn has hurt Tesla’s brand image and sales. If Tesla fails to differentiate itself from rising competitors, its sales decline may persist in the long run, despite overall EV market growth.

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