The U.S. EV maker has sustained brand and reputational damage in part due to CEO Elon Musk's incendiary rhetoric and political activity.

KEY POINTS

Tesla new car sales in Europe fell 27.9% year-on-year. in May.

The U.S. EV maker has sustained brand and reputational damage in part due to CEO Elon Musk’s incendiary rhetoric and political activity.

Chinese manufacturers, meanwhile, maintained their strong momentum in Europe’s new car market last month.