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Sales of Tesla cars in Europe plunged in July, in the company's seventh consecutive month of declines, while Chinese rival BYD saw a monthly surge, data released on Thursday showed.

New car registrations of Tesla vehicles totaled 8,837 in July, down 40% year-on-year, according to the European Automobile Manufacturers Association, or ACEA. BYD meanwhile recorded 13,503 new registrations in July, up 225% annually.

Tesla's declines took place even as overall sales of battery electric cars rose in Europe, ACEA data showed.

Elon Musk 's automaker faces a number of challenges in Europe including intense ongoing competition and reputational damage to the brand from the billionaire's incendi

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