Well, I can only speak for Germany, but over here I guess part of the reason is Tesla's pricing policy. Take the Model S. Ever since its launch its price has increased year after year, and quite a bit at that. It used to be simply an expensive vehicle, now it is a pure luxury car. That fact severely limits its market potential. There used to be an expectation that BEVs would get cheaper over time, as batteries drop in price and other economies of scale begin to take effect. The opposite has happened over here, at least with Tesla. Of course a Nissan Leaf has become ever cheaper over time.
Remember, even a naked bare-bones base S60 (non-D) is 77K Euro (85K USD) over here.
Add in a few options (metallic paint, pano roof, AP, premium upgrade, cold-weather package, air-suspension) and your S60 (still non-D, standard wheels, standard seats & trim, no sound package, no rear child seats, no onboard charger upgrade) is already over 90K Euro (100K USD). A fully optioned S60 (non-D) is 101K Euro (112K USD). For that you already get a very well-optioned S-class (for example S 300 h). And we are still only talking about an S60, not even the D, let alone anything like a 75, 90 or even a P90.
Now I am not trying to suggest that the S-class would be a real alternative as of course its electric-only range is pitiful, I only wanted to highlight one possible reason for the lacklustre sales figures. And the fact that Tesla is not going to profit from our new EV incentive program won't help either.
Of course, Germany is a "rich" country, but the majority of car buyers still doesn't have the budget for a Model S or X. And even those a bit more well off usually buy cars in the 50K to 80K Euro range max. The market for 100K+ Euro cars is marginal.
It will need the Model 3 to truly make sales figures pick up. Model X won't do the trick as it is even more expensive that the S (base Model X 60 starts at 87K Euro / 97K USD).
