Tesla’s in a spot of bother. Its sales across Europe have dropped and profits have taken an even more vertiginous slump.
Adding to its woes was the recent news that it was forced to issue its eighth (yes, you read that right) recall of its cubist Cybertruck, this time to remedy its propensity for shedding stainless steel bodywork.
So what’s going on? If you look at many of the headlines, the finger points directly at the company’s controversialist CEO, Elon Musk.
His appetite for attracting attention of the wrong kind certainly hasn’t helped lure customers into showrooms – although it has created a cottage industry in ‘not in my name’ bumper stickers – but as ever the answer is, well, more complicated than that.
For starters, there’s the current tariff situation. Then there’s the fact that Tesla is actually more of a tech company than a car firm, which brings its own challenges.
Like a smartphone manufacturer, it’s all about the software, and in this respect it’s one of the best in the business, streets ahead of the legacy brands (and that also includes its understanding of battery chemistry).
Yet this means it doesn’t follow some of the tried and tested methods of the established practitioners, such as model cycles that include visually appealing mid-life refreshes designed to persuade people to part with their cash for cars that might otherwise be getting close to their sell-by date.

By contrast, Tesla’s line-up comes across visually as a bit old hat, as if the company has been peddling the same, unchanged product from day one. The recent Model 3 ‘Highland’ is a case in point. It’s a thoroughly overhauled car, but to the casual observer it could just as easily be the 2017 original.
The same can be said of the Model S and Model X, which have both benefited from top to bottom technical titivation but are indistinguishable from their decade-old progenitors.
However, the stakes are higher for the Model Y, which is the brand’s best-seller and until very recently topped the sales charts across Europe. As a result, Tesla has taken a leaf out of rivals’ books and delivered a facelift that will leave buyers in no doubt this is a box-fresh proposition.
Speaking of which, the Tesla isn’t the only family-sized all-electric EV to have gone under the knife. The Skoda Enyaq Coupé (and its more sensible SUV sibling) has always been one of our favourite protagonists in this corner of the market, and five years on from its debut the Czech machine has been treated to the industry-standard nip and tuck.






