Tesla Elevates Joe Ward to Lead Global Electric Vehicle Sales Amid Market Challenges
Tesla has reportedly appointed Joe Ward, its vice president for Europe, the Middle East, and Africa, to oversee global electric vehicle sales. This strategic move comes as the company grapples with declining deliveries and a wave of executive departures, signaling a critical effort to stabilize its market position.
Ward's Promotion and Background
According to a Bloomberg report citing sources familiar with the matter, Ward is set to lead Tesla's worldwide sales, service, and delivery organization. He has been with Tesla since 2010, starting as a logistics intern and steadily advancing through the sales ranks before being named VP for EMEA in 2022. His promotion is notable given his extensive experience and tenure of over 15 years at the company.
Challenges in Key Markets
The appointment occurs as Tesla faces weakening EV demand in the United States and declining sales across Europe. In China, the company encountered significant pressure in late 2025 and early 2026. For instance, in November 2025, Tesla's retail sales reportedly fell 7.37% year-on-year to 531,855 units for the January-November period. October 2025 saw a three-year low, shrinking Tesla's market share to 3.2% amid fierce local competition from rivals like BYD, Xiaomi, and Nio.
In Europe, the situation is equally dire. Tesla's sales in Germany plummeted 48% in 2025 and have continued to decline in 2026. In January, sales in the UK, the Netherlands, and France dropped by 57%, 67%, and 42%, respectively. Factors contributing to this slump include the lack of new model launches or notable updates to existing vehicles, as well as CEO Elon Musk's political activities alienating many European customers.
Executive Departures and Organizational Shifts
Ward's promotion follows a series of high-profile executive exits. Recently, Tesla's head of sales for North America departed, part of an ongoing wave of senior leadership changes. Last week, Raj Jegannathan, who had been leading Tesla's sales operations since July 2025, announced his departure after 13 years with the company. Jegannathan, an engineering executive who served as VP of IT, AI Infrastructure, Apps, Infosec, and Vehicle Service Operations, had reportedly grown closer to Musk and was brought in to replace Troy Jones, who left as VP of North America Sales after 15 years.
In 2025, several veteran executives left Tesla, including vehicle program managers for the Cybertruck, Model 3, and Model Y electric cars. Omead Afshar, a close aide to Musk who previously ran the electric carmaker's sales and manufacturing operations in North America on an interim basis, also departed last year. Other notable exits include Milan Kovac, who led Tesla's engineering on the robot Optimus program, and David Lau, who ran software for over a decade.
Broader Context and Strategic Focus
Tesla's demand issues extend beyond the sales and service organization. With automotive revenue accounting for approximately 70% of the company's $24.9 billion last quarter, improving sales remains crucial even as Musk shifts focus toward artificial intelligence, autonomous driving, and robotics. The company lost its position as the world's top EV seller to China's BYD in 2025 amid slumping deliveries, highlighting the urgency of Ward's new role.
Ward is assuming responsibility for global sales as Tesla works to address a sharp drop in demand across Europe. However, his move from the EMEA region, where Tesla is experiencing significant declines, raises questions about the strategy. Despite this, his deep institutional knowledge and proven track record position him as a key figure in Tesla's efforts to navigate current challenges and revitalize its sales performance worldwide.
