Tesla Model S Sales In Europe Down 6.8% In The First Half Of 2016

JUL 26 2016 BY MARK KANE 16

While the Tesla Model S sales in the North America went up few percent points to some 12,000 in the first half of this year, in Europe Tesla notes a decline.

A Tesla Motors Club’s thread that does a good job aggregating Model S registrations in Europe (via EAFO) states 6,860 we sold, which is 6.8% less than the 7,357 logged year ago. In entire 2015 there were 16,221 registrations.

Tesla Model S

Tesla Model S

Tesla was hit by lower demand from one of its largest markets – Norway. In 2015 more than 2,600 new Model S were registered in Norway, while this year just 1,241.

Great surge in UK from 349 to an estimated 1,414 was not able to balance the European results as many other countries also fell.

Part of the reason for the European fall off was the 2nd quarter, in which Tesla found itself with nearly twice the amount of customer’s orders “in transit” at June’s ends, most of which were heading into Europe.  Some 5,150 vehicles were ‘almost’ delivered by the end of the second quarter.

Tesla did not split out how many of those 5,000+ plus EVs where of the Model S vs Model X, so it is hard to pin a number on what “could have been” for Tesla with the Model S in Europe in the first half of 2016. Of note: In all of Q2, only about ~60 Model Xs were ultimately registered in Europe.

With this in mind, and from what we are already seeing for deliveries this month, we expect Tesla to sell many more than the ~3,500 moved in Q3 of 2015 and a good deal more than either of the first two quarter of 2016; just how many, and if it will be enough to help the company hit its guidance of 80,000 EVs sold worldwide in 2016 remains to be seen.

source: Tesla Europe Registration Stats – Tesla Motors Club

Categories: Sales, Tesla

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16 Comments on "Tesla Model S Sales In Europe Down 6.8% In The First Half Of 2016"

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Well, hopefully the newer cheaper 60KWH variants help with demand. Tesla is probably suffering some Osborne effect from the Model 3 launch.

I would guess that there is more of an Osborne effect due to the X.

For Norway´s part, the exchange rate is not good cd the US dollar so the cars are now quite a bit more expensive also…..

Then there is Denmark which upped the taxes quite a lot.

That’s would not actually be Osborne effect. Osborne effect means that you’re promising a BETTER product in the near future. No way Model 3 is better than Model S. It’s just cheaper.

For lots of people cheaper is better.


The correct term, in automobile marketing, for a customer being attracted to a more expensive car, but settling for a less expensive one of the same make, is the “halo effect”.

John is correct; it’s a misuse of the term “Osborne effect” to describe a switch from a Model S sale to a Model ≡ sale.

Is there a name for when you find it both cheaper and better?

What is obvious in the graph is that the biggest decrease is in the OK. A likely reason for the decline is that Tesla is rolling out left hand drive versions of the new Model S before right handed, like it did with the Model X.

I think you twisted what you want to say because, actually, is the new Tesla X with RHD that has not yet begin to be delivered in UK.
But, the subject of this article is European Model S deliveries for 2016 H1. Maybe, some RHD new facelift Model S were not be delivered, but in fact UK deliveries have been giving a very good boost to Model S sales in Europe, compensating part of Norway decline (exchange changes since 2014 made Tesla cars almost 50% more expensive) and Denmark taxes almost killed the EV market there this year and biased, positively, the last 2015 quarter because all the anticipated deliveries before the application of the new taxes.
Other Osborne effect causes can be rumoured 100 kWh battery and Autopilot 2.0 hardware.

For Europe the cars a to big, only some ~ 5 % market share of such big cars. Even 5 series is big for Europe, best selling cars are like Golf or smaller and some small SUV.

The market is dominate by city cars of ~4m long, like Clio or dominate by compact of ~4m30 long, like Mégane or Golf.
Sedan of ~4m60 or more are usually sold to enterprise. Even a ~3m60 cars out number sedan cars in Europe.

It will be interesting to see what the impact of Brexit and the change in exchange rates do to sales overall.

China sales will probably bury the EU and US.

^^ just to be clear, I’m talking overall PEV sales, not just Tesla sales.

for me the model s is a driving machine on the autobahn.
for every day i use the nissan leaf,the model s is much to big for europe.
parking in cities and garages is allmost impossible,even the drive in and out to garages is not possible in a few garages

If the numbers are analyzed carefully, Norway is the main reason for decline, followed by Denmark, Sweden and Belgium. All others are either equal or up.
Denmark decided for a huge tax-hike on EVs starting January.
Norway has also introduced some incentives for PHEV, in addition the number of cheaper BEV models increases, which gives buyers also cheaper options for BEV (with less milage and features, though).
Also, it should be considered that Tesla stated some shipment delays which affected their deliveries which are usually high in June. July numbers will be interesting, I for one predict a considerable increase, if those delivery issues could be resolved meanwhile.

tesla is such a small volume manufacturers with such a limited product line that you can’t analyze these figures the way that you would analyze similar figures for a major auto manufacturer. when you are a small volume operator with a limited product line, “one off” events can significantly affect overall sales where the same events would not have as significant effect on a larger manufacturer. for that reason, you probably need to see at least full year sales figures before attempting to draw any conclusions.