Europe Luxury Car Sales Show 3-Way Tie With Tesla Model S, Mercedes S-Class And BMW 7-Series

White Tesla Model X, Red Model S - Tesla showroom

APR 2 2017 BY MARK KANE 15

Tesla Model S

The European luxury automotive sector is showing interesting customer interest.

Tesla Model S photo finish in Europe’s 2016 luxury sector car sales race (source: EagleAID)

As it turns out, the three top models (Tesla Model S, Mercedes-Benz S-Class and BMW 7-Series) all had nearly identical sales results in Western Europe in 2016, at around 12,400 each.

A photo finish would be needed to identify winner, although from our perspective the winner is Tesla, because it achieved the result while also not being established manufacturer in Europe, and of course offering solely BEVs.

On the other hand, perhaps we should be looking at things ‘the other way’, as both Mercedes-Benz and BMW lose potential of more sales thanks to the BEV platform.

“So it comes as a genuine surprise to many market observers that Tesla’s pricey Model-S is continuing to attract the attention of comparatively wealthy new car buyers in Europe.”

The new BMW 740Le xDrive iPerformance gets a boost

We should note that BMW will have some renewed competitive advantage for 2017, as the plug-in 740e becomes more widely available, while the plug-in  S550e from Mercedes gets wireless charging as an option this model year.


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15 Comments on "Europe Luxury Car Sales Show 3-Way Tie With Tesla Model S, Mercedes S-Class And BMW 7-Series"

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What timeframe are you talking about?


7.4kWh is not enough to compete with Tesla.

I suspect that by years end if only Tesla keep up S production (well they can go X or model 3 instead)…

Tesla will get more sales.

1) Performance is synonym of luxury.
2) Quietness is synonym of luxury.

They really need to put at least Volt gen2 batteries in those PHEVs

Correct. The small battery BMW’s aren’t enough to compete with Tesla. They are only enough to compete with their own similarly priced ICE cars in their own lineups (after tax incentives).

I personally don’t think they are even trying to compete against Tesla at this point. It looks to me that they are just trying to market a PHEV that fits logically within their own line of cars. If they put in 50+ miles of range, they would have to price them too high to fit in their lineup of ICE engines.

Battery costs and current BMW customer demand will have to both go up quite a bit before 50+ mile batteries fit into BMW’s current line of ICE cars.

That isn’t the news most EV fans want to hear, but that’s the reality.

Wealthy buyers buy also a Tesla, because it really something different and good, a game changer, not the plug-in versions of ICE models like 550e.

Surprisingly the new 7- series can’t beat 4 year old S-class and Model S as well.

With failing backseat comfort features, Model S is not a limousine alternative, but more an Audi A7 or CLS competitor, but they are sold in even smaller units

So you would agree them, there is room for Tesla to do a Small Stretch of the Model S, of between 6″ to 12″, for the ‘Baby Limo’ Chauffeur Driven class!

Maybe even a 24″ to 36+” Stretch of the Model X, for the full Limousine Class!

Such Model S could go to 110 kWh at least, even with the 18650 cells, but 120-140 kWh could be possible with the coming 2170 cells!

A 36″ stretch of the Model X could do 125-130 kWh now, and to 150+ kWh with the 2170 cells!

That’s a great idea. AFTER they put out the TM3!!!


I’m all for Tesla, but in terms of luxury you just can’t compare Model S with 7series and especialy S-Class.
Maybe with 5series/E-Class…
I believe people who are buying Model S are looking for something else, not pure luxury.

I think its called unworldly performance along with much lower operating costs.

Remember, it will be much easier for Tesla to improve their interiors then it will be for MB, BMW, Audi to match Tesla’s performance numbers at their low operating costs.

You have to remember that the 7 series represents a very small amount of BMW sales. They sell about 20,000 total BMWs per month in the US, and over 140,000 per month globally. And unlike Tesla, they are making a profit. All while having the highest volume of plug-in vehicle total sales in 2017 so far. So although it might not be the most profitable step to come out with a direct Tesla competitor right now, I will bet it would be an easier task for BMW to replicate Tesla’s simple drive train concept (Big battery, big motor) than it would be for Tesla to replicate BMW’s luxury/interior detail.

Look at the detail on a 7 series key compared to the Tesla remote.

Heck Tesla had to use Mercedes turn signal switch gears to save on engineering costs.

Y’know, most people wouldn’t try to characterize a company successfully taking steps to control costs as if that’s a bad thing. 🙄

That’s the point. BMW doesn’t have to buy Mercedes stalk controls, and they still can turn a profit.

You are trying to compare an established company to a startup, in arguably the most capital-intensive manufacturing industry ever…you do realize that most trolls gave up on this ridiculous comparison at least a year ago…you’re behind the times, just like BMW…

OK…so, let’s play “how to spin market success as negatively as possible”…OK, Warren…GO!!

😀 😀 😀

Where will BMW get the batteries from? Oops you and BMW have no answer! I am not talking about batteries for a few thousand cars, I am talking about batteries for a few hundred thousand cars that can continuously drive over 200 miles.
Yes, putting premium interior in a Tesla is way easier then developing an full-blown EV that can do 0-60 in 2.3 seconds and have a 300-mile range with a fast-charging global network. It will take 3-5 years from now for any company to compete with that. The Tesla is nearly 5 years old since it was first delivered and still no competitor. Tell me why?

If Tesla was not investing in rapid growth it would be hugely profitable.