After a slow start in Germany for the past 3 years, Tesla is starting to make progress in this difficult market dominated by local manufacturers. Last year, Model S sales increased by 94% according to registration data, and although it still lags behind comparatively smaller countries like the Netherlands and Switzerland, things are looking up for Tesla in Germany.
The country joined the International Zero-Emission Vehicle Alliance(ZEV Alliance) last year and it is reportedly about to introduce new EV incentives starting this summer. Those initiatives should increases EV awareness and sales in the country – though Tesla is already doing better in the region.
Last month (March 2016) Tesla had its best month for Model S deliveries in Germany with 267 units delivered – more than its last record of 234 units in December 2015.
Model S deliveries were up 35% in Q1 2016 versus the same period last year:
Tesla delivered a total of 394 Model S’s in Germany during Q1 2016 – up from 294 units in Q1 2015.
The company underwent a change in management in the country after 6 of its managers followed its former head of Germany at Sonnen late last year. Tesla appointed its head in Switzerland, Jochen Rudat, to lead sales in Germany and stated that it quickly replaced the other managers in the country.
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That’s good news. Hope it’s the start of a trend. Germany is arguably the most important EU auto market and it’s difficult to crack given its strong domestic automakers and loyal customer base – although the VW dieselgate scandal may have damaged that cozy relationship somewhat.
The dieselgate has real effect on the German market. While VW (brand) sales lowered with 3.9%, it’s still the biggest (sales: 162,417 – market share: 20.5%), Audi (part of VW Group) grew 14.7%, taking the second place (sales: 75,253 – market share: 9.5%). Mercedes (sales: 69,954 – market share: 8.8%) and BMW (sales: 62,969 – market share: 8.0%) sit on the 3rd and 4th place with 6.2% and 6.7% grow rate.
Tesla’s market share is only 0.05%, so it’s still a long way for Tesla. And IMHO the problem is, even if the EV market runs up in Germany (not gonna happen in the next 10 years), the Germans will prefer local brands over anything else (for obvious reasons).
And the story is the same in the rest of Europe.
The UK numbers: VW (-4.9% decrease), Audi (5.5% growth), Mercedes (17.2% growth) and BMW (16.2% growth).
In France: VW Group (8.7% growth), Audi (5.5% growth), MERCEDES Group (2.3% growth) and BMW Group (20.8% growth).
The German triumvirate could grow well above the market average in most countries which means they’re basically stealing sales from other brands. Ironically they’re the winners of the dieselgate in Europe.
I mean: “dieselgate has NO real effect on the German market…”
And Audi grew 22.1% in France, not 5.5! Forgot to change it after copy & paste.