Alarm for European Automotive Industry. Norway Reveals Uncomfortable Statistics
European car brands are rapidly losing market share in Norway. The latest data for the first quarter of 2026 indicate a clear shift in the balance of power in the market.
The year 2026 has been described as "very interesting" because new models from European manufacturers are expected to enter the market.
Fot. Shutterstock, za: OFV
Data from the Norwegian Road Traffic Information Council (OFV) show a decline in the market share of European manufacturers from 54% in 2019 to 39% in the first quarter of 2026. Year-on-year, the share dropped from 49.6% to 38.7%. At the same time, the significance of Chinese and American brands is growing. The Norwegian market is considered a harbinger of broader changes in Europe.
Decline of European Brands and Rising Competition
European manufacturers are losing both market share and the number of registrations. Some of these changes result from shifts in purchasing and vehicle availability. The end of 2025 was noticeably better for some brands, which affects the results at the start of 2026. The market currently favors buyers.
The biggest increases are seen among Chinese manufacturers. Their share rose from 0% in 2019 to 14.9% in the first quarter of 2026. At the same time, the share of American brands is also growing—from 13% to 28%. The key player is Tesla. Norway remains a market with exceptionally high demand for its models.
The biggest increases are seen among Chinese manufacturers. Their share rose from 0% in 2019 to 14.9% in the first quarter of 2026. At the same time, the share of American brands is also growing—from 13% to 28%. The key player is Tesla. Norway remains a market with exceptionally high demand for its models.
Ill. OFV
Pressure on the European Automotive Industry
The changes observed in Norway are part of a broader European trend. The European Commission is taking steps to support the automotive sector. Around 13 million jobs are at stake. The industry accounts for about 7% of the European Union's GDP. The pressure affects entire supply chains. European Commission President Ursula von der Leyen herself stated that "the European automotive industry stands at a crossroads."
Several factors influence the situation. These include weaker sales of electric cars in some EU markets, growing competition from Chinese manufacturers, high production and energy costs, and regulatory requirements. During the same period, the market share of Japanese brands fell from 25% to 14.7%, and Korean brands from 8% to 3.7%.
Several factors influence the situation. These include weaker sales of electric cars in some EU markets, growing competition from Chinese manufacturers, high production and energy costs, and regulatory requirements. During the same period, the market share of Japanese brands fell from 25% to 14.7%, and Korean brands from 8% to 3.7%.
TOP 15: Growth in the number of first passenger car registrations from Q1 2025 to Q1 2026.Ill. OFV
Norway, as the most advanced electromobility market, is becoming a benchmark for manufacturers and policymakers. In the coming months, new European models are set to debut. Their sales results will show whether manufacturers can regain some of the market amid growing competition and ongoing price pressure.
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