Elon Musk takes over Tesla sales in North America and Europe

With the recent leadership change in the Tesla Sales North America Europe, Elon Musk moves directly to the top of two crucial markets. After his deputy Omead Afshar has left, Musk personally wants to fix the sales slump in the USA and Europe. In this article, you will learn how the new sales structure looks, what tasks await Tom Zhu, and what challenges now lie ahead.

New Leadership Structure at Tesla

Elon Musk immediately takes responsibility for all sales activities in North America and Europe. At the same time, Tom Zhu, Senior VP Automotive Operations, remains responsible for Asia and additionally takes oversight of the global manufacturing organization.

Reporting Lines Overview

Elon Musk: Sales North America & Europe
Troy Jones (VP North America Sales) → Reports to Elon
Tom Zhu: Sales Asia + worldwide manufacturing
Michael Snyder: still responsible for Tesla Energy factories

It is still unclear whether this structure will remain permanent or if a new Senior VP Sales will be hired.

Reasons for the Restructuring

The move follows the Q2 2025 delivery report, where Tesla delivered 384,122 vehicles – just below analysts' estimates of 385,000. At the same time, Tesla produced 410,244 units, causing the inventory to continue to fill up. Particularly in Central Europe, Tesla's weakest market according to Elon, new registrations have fallen by 37% since the beginning of the year.

Sales Problems at a Glance

Delivery Gap: Production > Delivery
Demand Decline: Europe – 37% new registrations
Model Offensive: Delays in cheaper variants of Model 3 & Y

With Musk at the helm, decisions are expected to be made faster in the future and the sales strategy will be readjusted.

Role of Tom Zhu in the Corporation

Tom Zhu returns to a key position: After leading the establishment of Giga Shanghai and recently advancing FSD regulations in China, he now takes over global manufacturing. The direct connection between production and sales could help reduce bottlenecks and deliver new models faster.

Outlook and Challenges

Elon Musk now personally takes responsibility for the Tesla sales North America Europe. On his to-do list are:

Inventory reduction: Reducing the growing vehicle inventory
Market adjustment: Introducing affordable variants without further delay
Sales optimization: Stronger promotions and local pricing strategies

Whether Musk can manage this balancing act between strategic vision and day-to-day operations will be revealed in the coming quarters.

Conclusion
The leadership change in Tesla sales North America Europe is a clear signal: Elon Musk wants to personally tackle the challenge of boosting Tesla's sales in key markets again. Supported by Tom Zhu in manufacturing and new strategies for more affordable models, Tesla could soon gain momentum again.