The automotive industry journal Automotive Industry Data noted in a recent article that the Tesla Model S has been mopping up its (primarily) German competition in the European luxury car market, with the first 9 months of 2015 seeing the Model S outsell the Audi A8 and the BMW 7-Series by a considerable margin, while also “sinking its teeth” into the market share held by the Mercedes S-Class (sales were nearly equal).
Considering that recent years have seen the Mercedes S-Class “make Europe’s luxury car segment almost its own,” the comments are notable — especially considering the reputation of Automotive Industry Data.
With all of the recent damage to Germany’s reputation resulting from the ongoing diesel emissions testing scandal, one can’t help but wonder what’ll happen in the European markets over the coming months and years. Will the scandal allow Tesla to gain a greater market share? Or will Mercedes, BMW, etc, be relatively unaffected?
The AID Newsletter provides more:
Tesla’s high-powered and high-range all-electric Model S, when judged from latest AID compiled figures, appears to have acquired an almost cult-like following among some of Europe’s well-heeled consumers. Apart from Tesla’s European sales bastion in high-subsidy Norway, where some 3,243 Teslas found buyers so far this year, the data suggests that it is clearly the well-off that are now attracted to Tesla’s pricey crowd-stopping Model S.
That at least is the underlying message from AID’s exclusively compiled sales estimates for the nine months to September this year, showing that sales of Tesla’s Model S in Western Europe have already reached some 10,600 units. AID’s message to Europe’s leading manufacturers of pricey luxury cars, Tesla means business and Europe’s high-brow prestige car makers have to learn to live with ever-increasing competition for some of their status-conscious customers.
It’s looking pretty likely that Tesla’s share of the overall market there will continue growing as the company’s prestige value continues growing as well. I wouldn’t be surprised to see Model S numbers overtake Mercedes S-Class numbers (regularly) fairly soon.