For Swedes, some traditions truly don’t fade — and one of them is choosing a Volvo.
Volvo closed out 2024 with 48,961 passenger cars sold, securing the top spot once again. Its closest competitor, Volkswagen, climbed strongly with 38,677 units sold — a boost of more than 9,500 from the previous year — but still fell short of overtaking Sweden’s patriotic favorite.
Other key brands filling out the top five included Toyota, Kia, and Mercedes-Benz, all showing stable growth that reflects rising consumer interest in reliable, partially electrified vehicles.
The story was very different for Tesla. Once a dominant force in Scandinavia’s EV scene, the American automaker fell from 5th to 12th place in 2024. Its Swedish sales dropped 67%, sliding from 21,894 units in 2023 to only 7,252 last year.
This steep decline hints at shifting priorities among Swedish car buyers. Analysts attribute it to rising pressure from established automakers offering competitive EVs, as well as pricing strategies and a general cooling of early enthusiasm surrounding Tesla’s brand.
Whatever the causes, Tesla’s fall illustrates a transformation — one where the once-pioneering EV icon now struggles to keep pace with both local and traditional rivals.
Even in the fully electric segment, Volvo led the market, selling 18,403 EVs. Volkswagen followed closely with 17,153, and Kia claimed third place with 10,242. Interestingly, Tesla dropped down to fifth position in this category.
Models like the EX40 and upcoming fully electric XC60 continue to drive Volvo’s EV success. Experts suggest that the brand’s steady push for electrification could fortify its leadership position well into 2026.
Several other automakers also saw positive momentum in 2024:
A summary of Sweden’s 2024 car sales leaderboard:
| Rank | Brand | Units Sold (2024) | 2023 Position |
|---|---|---|---|
| 1 | Volvo | 48,961 | 1 |
| 2 | Volkswagen | 38,677 | 2 |
| 3 | Toyota | 22,189 | 4 |
| 4 | Kia | 19,922 | 5 |
| 5 | Mercedes-Benz | 17,372 | 6 |
| 6 | Skoda | 16,664 | 8 |
| 7 | BMW | 15,001 | 9 |
| 8 | Audi | 14,887 | 7 |
| 11 | Tesla | 7,252 | 3 |
Looking forward, Volvo appears well positioned. Its expanding EX lineup and upcoming XC60 Electric align perfectly with Sweden’s sustainability goals and consumers’ growing preference for electric vehicles.
Tesla, conversely, faces challenges: to rebuild Swedish trust, the company must focus on innovation, price competitiveness, and service reliability. Success will depend on whether it can adapt quickly enough to a maturing EV market.
For now, Sweden’s roads tell a clear story — the homegrown champion still reigns supreme, proving that even in an electrified future, Volvo’s bond with its audience remains as strong as ever.