Tuesday, August 25, 2015

Markets Roundup July 2015



 Tesla Model S vs Competition and Model X Outlook

Model S

While the Model S continues flirting with top spots in several EV Markets, Elon Musk (And common sense), indicates that the real competition for Tesla aren't other plug-ins, but regular Premium Carmakers, like the german Three Marys (Audi, BMW and Mercedes), Lexus, Jaguar, Cadillac, etc.

In the US, the Model S might be ahead of the EV League, but it still falls largely behind their top competitors, selling less than half than the leader Mercedes E-Class (27k vs 13k). In Canada, things get better as the "S" is Second, behind the Merc E/CLS-Class.

But in Europe there are markets where Tesla is making a dent on the Three Marys domination, like in Switzerland, where Tesla sold 199 units, counting 837 sales YTD, it is close to the numbers of Audi A6 (1.159 units), BMW 5-Series (1.183 units) and Merc E-Class (1.007), or in Denmark the american car is only 12 units behind the leader Audi A6 and will probably reach #1 next month.

Norway is a whole other case, Tesla is so mainstream that the Model S is #2 in the general ranking...

As for Asia, the only market where the Model S makes an impression is in Hong Kong, leading the full-size class.


Model X

While the Model S has problems to reach high volumes and race their class top sellers, the Model X has a more friendly market to tackle, not only the full-size SUV segment is less dependent from conservative-leaning fleet buyers, therefore it's less brand-minded, making it easier to steal sales from other manufacturers.

Tesla sources say that preorders for the "X" is higher than it was for its sedan sibling, so one might expect that Tesla's SUV will have at least the same demand as the "S", if this year deliveries will be in the hundreds per month, next year sales should take off and rise to similar numbers as the Model S

An interesting question for the future will be if both can coexist peacefully or will the Model X "Cayenneize" the Model S and eat into their sales.

 






Trophy Rooms in the G8 
 

Here are the best sellers throughout the years in the Top EV Markets:



Country 
2010 2011 2012 2013 2014 2015 *
USA Chevrolet Volt Nissan Leaf Chevrolet Volt Chevrolet Volt Nissan Leaf Tesla Model S
China JAC J3 EV Chery QQ3 EV Chery QQ3 EV Chery QQ3 EV BYD Qin BYD Qin
Japan Mitsubishi I-Miev Nissan Leaf T. Prius Plug-In Nissan Leaf Nissan Leaf Nissan Leaf
France  Cit. Berlingo EV Renault Kangoo ZE Renault Kangoo ZE Renault Zoe Renault Zoe Renault Zoe
Netherlands  Think City Nissan Leaf Opel Ampera M. Outlander PHEV M. Outlander PHEV VW Golf GTE
Norway Think City Mitsubishi I-Miev Nissan Leaf Nissan Leaf Nissan Leaf VW e-Golf
Germany Smart Fortwo ED Mitsubishi I-Miev Renault Twizy Smart Fortwo ED BMW i3 VW Golf GTE
UK Smart Fortwo ED Nissan Leaf Nissan Leaf Nissan Leaf M. Outlander PHEV M. Outlander PHEV


Looking at early years, the Chevy Volt and Nissan Leaf divided the headlines, with brief appearances from the Prius Plug-In (2012 in Japan) and Renault Twizy ('12 in Germany). A mention for the strong showing for LCV's in France and the initial lead from Think (Remember them?) in the Netherlands and Norway.

In most recent years, the sales trend goes for plug-in hybrids, this year, for the first time, four out of the eight best-sellers are PHEV's, with the Qin ruling in China, the Outlander PHEV in the UK, and the Golf GTE stealing the show in the Netherlands and Germany, a curious fact regarding this last market is that in six years there were five different leaders, making it probably the most entretaining EV Market in the world.



Trophy Rooms in other Markets 

As for the rest of the markets, there is something for everyone:

 

Country
  2010 2011 2012 2013 2014 2015  *   
Canada Mitsubishi I-Miev Chevrolet Volt Chevrolet Volt Chevrolet Volt Chevrolet Volt Tesla Model S
Sweden Volvo C30 Electric Mitsubishi I-Miev T. Prius Plug-In Volvo V60 Plug-In M. Outlander PHEV M. Outlander PHEV
Switzerland Think City Mitsubishi I-Miev Renault Twizy Renault Zoe Tesla Model S Tesla Model S
Italy Citröen C-Zero Renault Twizy Renault Twizy Nissan Leaf Nissan Leaf
Belgium Tesla Roadster Peugeot iOn Renault Twizy Volvo V60 Plug-In Tesla Model S Tesla Model S
Spain Think City Mitsubishi I-Miev Renault Twizy Nissan Leaf Nissan Leaf Nissan Leaf
Austria Think City Citröen C-Zero Renault Twizy Renault Zoe Renault Zoe Tesla Model S
Denmark Peugeot iOn Peugeot iOn Renault Fluence ZE Nissan Leaf Nissan Leaf Tesla Model S
South Korea

Kia Ray EV Samsung SM3 ZE Kia Soul EV Kia Soul EV
Australia Mitsubishi I-Miev Mitsubishi I-Miev Mitsubishi I-Miev Nissan Leaf M. Outlander PHEV M. Outlander PHEV
Portugal Nissan Leaf Nissan Leaf Renault Twizy Renault Twizy BMW i3 Nissan Leaf
Hong Kong Nissan Leaf Ren. Fluence ZE BMW i3 Tesla Model S
Estonia
Mitsubishi I-Miev Mitsubishi I-Miev Nissan Leaf Nissan Leaf Nissan Leaf
Ireland Mitsubishi I-Miev Nissan Leaf Nissan Leaf Nissan Leaf Nissan Leaf Nissan Leaf
Finland Think City Citröen C-Zero T. Prius Plug-In Volvo V60 Plug-In M. Outlander PHEV Nissan Leaf
Czech Republic Smart Fortwo ED Smart Fortwo ED Peugeot iOn Nissan Leaf BMW i3 VW e-Golf
Iceland
Mitsubishi I-Miev Nissan Leaf Nissan Leaf Nissan Leaf
Poland  Mitsubishi I-Miev Peugeot iOn Nissan Leaf BMW i3 M. Outlander PHEV
New Zealand Mitsubishi I-Miev Mitsubishi I-Miev Nissan Leaf Mitsubishi I-Miev M. Outlander PHEV M. Outlander PHEV
South Africa  Nissan Leaf BMW i8
Russia
Mitsubishi I-Miev Mitsubishi I-Miev Mitsubishi I-Miev M. Outlander PHEV (?) Tesla Model S (?)
Slovenia Citröen C-Zero Citröen C-Zero Tesla Model S Renault Zoe

* - Until July

Looking at early winners, the Mitsubishi I-Miev triplets pioneered the EV market in several markets, while in 2012 the Renault Twizy had its Moment of Glory, leading the way in six different markets.

In 2013 the Twizy vanished from the map, replaced by the Nissan Leaf and later by the Outlander PHEV and Tesla Model S.

4 comments:

  1. Tesla Model S is an F Segment car and competes with Audi A8, MB S-Class, VW Phaeton, Lexus LS and the German premium 4 door coupe Porsche Panamera, BMW 6 Series Gran Coupe, Audi A7, and MB CLS.

    It does not compete directly against mid-size luxury sedans like E-Class, Audi A6,and BMW 5 Series.

    ReplyDelete
    Replies
    1. The Tesla Model S starts at 65.000€ in Germany, while the Audi A8 starts at 81.000€, so the A8 sits above Tesla, the proper car to compare would be the A7, it has the same concept (Sport sedan/hatchback), but it is a niche car and to reach the volumes Tesla wants to sell the S, i think it is better to compare it with the A6, despite the german car starting with a much lower price (39.000€).

      This is my view, but i can see your point.

      Delete
    2. I think the model S is far below the competitor regarding luxury in the interior, therefore i think the model s should be compared to Mercedes E Class, A6, etc.

      IMO the Audi RS6 is exactly THE counterpart for the model S. Big trunk, race if you like, take your familiy with you and enjoy high standard.

      Delete