Published on April 6, 2019 |
by Zachary Shahan
6. April 2019 by Zachary
19659006] Tesla won in the first quarter of 2019 in the US not the title of the best-selling luxury vehicle manufacturer, and not the list of luxury automakers (cars + SUVs / CUVs / Trucks ). Despite this, the Silicon Valley company remained on the podium despite a 50% reduction in Tesla buyer tax deductions, despite the fact that most Tesla vehicles were shipped overseas (with Model 3 being overseas for the first time).  Overall, Tesla left behind BMW and Mercedes-Benz in premium car sales in the first quarter. It held 15% of this market share.
If you look at all luxury vehicles (not just cars), Tesla drops off in several places and lands in 10th place in the luxury car maker market. In the first quarter of 2019, the market share was 7%.
What do we do with it? Well, there are certainly drastically different ways to interpret the results and the trends for several quarters. There are also very different implications for the future of Tesla.
First, it must be remembered that Tesla sells only three models – a large sedan, a medium-sized sedan and a large or medium SUV (depending on the measurement). The other automakers have different models for different tastes, budgets and easy selection. Most notably, Tesla lacks a small SUV / crossover, which of course will be the Tesla Model Y.
Even with only three models, it is easy for Tesla to see that there is plenty of room for growth. As you'll see in a forthcoming sales report, the Tesla Model 3 was # 1 luxury car in the US in the first quarter, but only 16% of the market for small and medium-sized luxury cars. I say "only" because the Model 3 is significantly better than the competition and the total cost of ownership are much lower. In fact, the Tesla Model 3's total operating costs of 5-10 years are comparable to those of the country's top 10 best-selling cars, crushing the Model 3 in almost all other ways.
Whether by selling premiums-class competitors or mass-market cars, the Model 3 offers plenty of room for growth. Consider the attractiveness of the Model 3 for fleet buyers, car rental companies, and more, along with ordinary consumers. Drivers feel, or even pay, the price of this class, as the owners of Camry benefit, such as costs and likely industry leading resale values.
Apart from the potential of the Model 3 to gain more market share, the Model S and the Model X are likely to be much more competitive than the first quarter. It is not clear what exactly happened with these models in the first quarter, but they should recover over time.
The biggest obstacle to the growth of Tesla consumer demand is the lack of consumer awareness and experience. Many Americans still do not know much about Tesla. Many others have collected their (false) information from misleading or totally false new reports. They believe that Tesla is not safe (although they are the safest vehicles on the market), Tesla is in a precarious financial situation (although this is not the case) and buying a Tesla has no notable advantage over a normal car (sure, that's a ridiculous assumption).
More consumers need to get to know Tesla and experience a Tesla. There are many ways to gain this knowledge and experience. We will see how effective Tesla is in the coming quarters and years to attract new buyers. Stay tuned and let us know if you find interesting information.
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