Tesla Model S Sales Germany – 2014 YTD Figures

Tesla Model S in Europe

APR 2 2014 BY ERIC LOVEDAY 43

Despite Extensive Testing Here at the Tesla Test Track in Fremont to Perfect the Autobahn Package, The Model S Isn't Selling in Volume in Germany

Despite Extensive Testing Here at the Tesla Test Track in Fremont to Perfect the Autobahn Package, The Model S Isn’t Selling in Volume in Germany

Through the first two months of 2014, Tesla sold only 96 Model S EVs in Germany.  That figure is low, putting the Model S in the fifth spot in YTD 2014 plug-in vehicle sales in Germany.

Here’s a look at the top 6 plug-in sellers in Germany for January and February 2014 (combined):

  • VW e-Up! – 415  * This figure appears to have been inaccurately reported by EV Obsession.
  • BMW i3 – 408
  • Smart ED – 190
  • Renault Zoe – 110
  • Tesla Model S – 96
  • Nissan LEAF – 95

All of others plug-in vehicle players sold below 20 units in Germany through the first 2 months of 2014.  (March’s sales should be available in the next couple days…and we will update the listing when it becomes available)

The top 3 seller come from German automakers (no surprise there).

Update (March figure):  Tesla improved a little in March selling 143 copies, and 239 units for the first quarter.

Why highlight the Model S’ low sales figure?  Well, Tesla made it a point to say that it will focus on Germany in its effort to expand sales.  Quoting Tesla CEO Elon Musk:

“Tesla is going to make a significant investment in Germany.  This is a country that appreciates automotive engineering, which makes it extremely important to us. To have the Model S be well received as it enters the German market is a key step for Tesla.”

We’re certain Tesla isn’t pleased with the 96 Model S EV sales in Germany thus far in 2014 and we’re guessing that some of the “major developments” planned for Germany (as outlined by Tesla press release below) will be put on hold unless Model S sales start to pick up.

Tesla Motors Announces Major Developments for Germany

BERLIN, October 23, 2013

Significant investments in Superchargers, service centres and Autobahn performance

Elon Musk, co-founder and CEO of Tesla Motors (NASDAQ: TSLA), visited Munich and Berlin this week to announce three major developments for Model S customers in Germany as Tesla increases European deliveries throughout the fourth quarter and ramps up further in 2014.

“Tesla is going to make a significant investment in Germany,” said Musk. “This is a country that appreciates automotive engineering, which makes it extremely important to us. To have the Model S be well received as it enters the German market is a key step for Tesla.”

The first major investment is the accelerated deployment of Superchargers in Germany. Within the next month, ground will be broken in locations to energize the corridors between Munich and Stuttgart, Munich and Zurich, Switzerland, and Cologne and Frankfurt. The network in Germany will quickly expand to include routes between Frankfurt and Stuttgart and Stuttgart and Zurich. By the end of March 2014, more than 50 percent of Germany will be covered by Tesla’s Supercharger network, with 100 percent of the country covered by the middle of the year. In fact, by the end of 2014, Germany will have more Superchargers per capita than any other country. In addition, all Supercharger stations installed in Germany will be power upgraded to 135 kW to facilitate even faster free charging for long distance travel.

Second is that Tesla will rapidly expand the number of service centres in Germany to ensure superior vehicle service and customer support to Model S owners. Five more service centres are planned to open in Germany by the end of this year, and 80 percent of Germans will live within 100 km of a Tesla service centre by the end of 2014. This proximity and convenience will facilitate exceptional responsiveness to Tesla customers throughout Germany.

Model S was built to be the best car in any country in the world, and in Germany this requires the highest caliber performance on the Autobahn. So Tesla’s third announcement is that there will be free optional high speed tuning for Model S in Germany to optimize it for driving on the Autobahn. This custom tuning will be available to all customers in Germany, including retrofitting Model S that have already been delivered and are on the road.

Source: EV Obsession

Categories: Tesla

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43 Comments on "Tesla Model S Sales Germany – 2014 YTD Figures"

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To put the numbers in perspective. Leaf sold over 400 in Norway during March. Model S sold close to 1500 in the same month. Germans are obviously not yet convinced about electric driving. Autobahn speed with the shorter range that speed gives is probably an important reason. So come on – get more superchargers rolled out and where is the bigger battery? I am sure a 110KWh battery is possible?

Norway has HUGE EV incentives. I’m not sure if Germany has any EV incentives at this point.

We pay no tax for registration, which would be around 50 € per Year for the Leaf. In Norway the Leaf is half the price of the Golf. In Germany the Leaf is around 1.5 the times the price of a Golf.

If the price of the Leaf would be split in two, the Germans would buy the Leaf also like crazy. But I only save 500 € with the Leaf compared to my actual car… This means in 20-30 Jeahrs ownership the TCO for the Leaf is cheaper for me, depending on rising gas prices. Sad but true… 🙁 I would like to own the Leaf, but i buy normally cars that are cheaper than the Golf.

VW Golf does not cost twice as much at Nissan Leaf, a rough estimate is 20% more than Leaf.

If Norway didn`t have the extreme taxes for all the other cars (plugin-hybrids has major tax reductions as well) and some good incentives like free parking some places in the cities, electric cars wouldn`t have sold half as much.

In Norway we pay about the same for a Model S as a slightly lower specs (except that BMW\Audi have better seats and some parts of the interior) and less powerfull Audi A6\BMW 5-series. However: Electricity is cheap in Norway som we save about 1 euro pr 10 km driven which makes a lot of many for many of us here.

By my understanding Norway does NOT have huge ev incentives.
What they have is huge punitive financial penalties for imported cars.

There appears to be incentives, but only compared to ice cars, as the punitive financial penalties were retracted for imported cars which have no ice.

Evs are similiar in price all over europe. In norway, ice cars are WAY more expensive.

Well, that is a glass half-full v. half-empty distinction isn’t it?

But since the high taxes on ICE vehicles existed long before EVs hit the market, I’d say it is an EV incentive since they did not change the taxes on the gas cars.

Not really. The situation is fundamentally different.

That is like saying the government gives non-crime-commiting incentives by not locking up non-criminals.

If Germany had more EV incentive that would last years, they would build more models. But incentives are not permanent and so would a manufacturer spend $1-2B to design and produce something that primarily is sold through offering heavy incentives? This is the market failure for everything from welfare to large student loans for English Majors.

The one thing incentives should be doing is feeding the battery science industry to come up with a safer, higher-density and less-expensive battery design so that all manufacturers can benefit worldwide. Until a 350 Wh/kg battery design that does not burn when pierced is developed – the EV industry will still struggle to “follow the money” (incentives).

It probably has more to do with German nationalistic car buying. Look at their 2013 top 30:
http://www.best-selling-cars.com/germany/2013-full-year-germany-best-selling-car-models/

It’s a virtual German sweep, and the few imports are all cheap and tiny cars.

German EV offerings aren’t very compelling.

Where is that guy again selling 200-300 Teslas in Germany per week?

There is a lot of place for EVs in Germany beyond autobahn.

Lack of fiscal incentives plus uncertainty on resale value slow down EV introduction.

And here it is, 823 EVs registered in March ’14 in Germany, a plus of +330% (base unknown).

Breakdown by manufacturer is not there yet.

http://www.kba.de/cln_031/nn_330190/DE/Presse/Pressemitteilungen/2014/Fahrzeugzulassungen/pm12__2014__n__03__14__pm__text.html

Tesla is still listed as ‘Others’ in the summary. That category had 193 more registered cars (~ +20%) over february. Probably not that big increase for Tesla then.
Germans like german cars and the media aswell. But that’s not really different for other countries, is it?

NO tesla is listed as tesla, they changed it by the end of last year…

I meant that Tesla is listed as ‘Others’ on the already released short list.
The base for registered EVs is 191 for March 2013 (+330,9%). For February 2014 it is 481 (+71,%). Only BEVs count for those numbers.

This is only the short comprehension of manufacturers, the full list for all cars follows in a few days. In the full list tesla is listed…

(Full car list for February: “http://www.kba.de/cln_031/nn_1398474/SharedDocs/Publikationen/FZ/2014__monatlich/fz10/fz10__2014__02__pdf,templateId=raw,property=publicationFile.pdf/fz10_2014_02_pdf.pdf”)

The Base is March last year.

Give the car away, still they prefer a German brand.

Two options:
A bigger stake in the company by Daimler
Focus on the rest of Europe so that more and more Scandnavian, Dutch, Swiss, Austrian, French Tesla’s will cross the Autobahn towards their holidays. Maybe that will help

Yeah, a Mercedes batched Model S could do the trick. Maybe they could improve the not-so-high-class-interior also.

“By the end of March 2014, more than 50 percent of Germany will be covered by Tesla’s Supercharger network, with 100 percent of the country covered by the middle of the year.”

How about if Tesla start to keep their word…

And with the amount of cars that Norway (and the Netherlands) buy you would expect them to get more super chargers in the country and where they like to go (like a route to Stockholm or down to Copenhaget to get out into the rest of Europe).

It’s time to start the action and stop under achieving.

You actually believed everything they said????

lol….

Not sure what you’re taking issue with, but Norway’s considered 100% covered with their 6 SC locations.

http://www.fool.com/investing/general/2014/03/30/tesla-motors-inc-a-first-quarter-2014-review.aspx:

“Tesla has 14 stations in Europe, where it’s systematically building out coverage. It started with Norway and is now focused on Germany, which it plans to have fully covered this year. Additionally, it plans to have full coverage in the Netherlands, Switzerland, Belgium, Austria, Denmark, and Luxembourg, and about 90% coverage in England, Wales, and Sweden by year’s end.”

That’s a joke. In a generous world Norway would be considered maybe 10-20% covered at best.

It’s time to deliver.

Not sure how you’re measuring coverage, can you explain? Here’s how I see it:

1) Pick any spot in Norway that has a paved road,
2) and pick another spot in Norway.
3) Assuming you start your journey with a full charge (from overnight charging), can you reach your destination with only stopping at Tesla Superchargers?
4) If so, then your route is covered.

It looks like Tesla has 4 superchargers open in Germany now. About 80% of the country appears to be covered, which means they’re likely well over their 50% by the end of March goal.

If you only look at the area the SC covers, you are right, but in real there are more like 6 main “Autobahnen” (Highways) and only 2 of these is covered by Superchargers, and not from end to end…
So at the moment its more like 20% of Highway covered.

Not sure if Tesla is underachieving but Tesla is dead wrong if it reckons it can put down a supercharger somewhere, draw a 400 miles circle around it and declare that area covered.

What I think is needed for convenient long distance travel is for people never to be more than 50 miles away form the next supercharging opportunity. Since Germany has 8000 miles of Autbahn it would take 160 Superchargers just to cover the highways.

Pure EVs will not have convenient long distance travel for 10+ years, at least by your picky standards. You probably also want 10 minute charging, right?

But if that’s the average buyer’s biggest priority, they’re idiots. The vast majority of miles driven is *not* long distance, and there plugging is more convenient.

Of course I want 10 minute recharges and Tesla is actually working on that. It’s all about encouraging adoption: early adopters will accept that in many cases it’s impractical to venture beyond the car’s range but if Tesla wants to venture into the mass market the system needs to so refined that it offers range anxiety free motoring for the more “picky” part of the population.

Yes, might take 10 years but if $1000 per sale is reserved for infrastructure only ~25000 cars would pay for the whole infrastructure. It’s perfectly doable over time.

The circles sure look good to a stock buyer but are not even close to convenient. They need another 6 in Norway and dozens in Germany. But they will not install many in Germany until sales are hundreds per month. Some folks felt Germany would be slow sales and this looks correct.

I think Musk should tout, at least to the German audience, his European credentials, as in heritage.

Uh . . . he is from South Africa. That’s not Europe.

He’s South African boer. That is a dutch heritage (hence his white skin).
A lot of white south africans consider themselves “European” or at least western.

The Germans are a loyal (*cough*Nationalist*cough*) people. Just look at the domestic vehicles (VW & BMW) sales compared to the non domestics. The Smart is sort of domestic . . . it is owned by Daimler but the Smart ED is built in France.

Because no other people are a loyal (*cough*Nationalist*cough*) people…

How many times has the phase ‘buy american’ been heard said by americans?
We even notice that in europe.
In south korea, you can get harassed by the police for driving a foreign car.

There are so many foreign car brands very popular in germany, and no one makes a big deal about it.

That said, I am disappointed in the low ev sales.

Oh there are lots of nationalistic places. I’d say Japan and Korea are much more so. But that doesn’t excuse it.

Only Germans build cars suited for autobahn because there are no autobahns anywhere else, and it makes little sense for a foreign manufacturer to start making cars for Germany only.

So it is not ‘nationalism’, it is just common sense.

Plus Germans are very frugal and rational and look at TCO very carefully which is not how ROW usually behaves.

Give it a little more time.

In sweden for example, it was sold 16 teslas in 2013. And now in 2014: jan 5, feb 3, march 26. A relatively big jump in march.
When the neighbours have them, the interest will raise and the selling will go up.
But we need to remember that it is a delay of manufacturing and shipping 5-6 month (?) before the next jump up in the sales statistics.
For german we need to wait for the march numbers at first (probably a batch came in to EU according to the swedish sales jump).

BTW in march EV market share in Norway is 21%. (16% YTD). 1500 Model S sold, E-Golf coming next month.

Guys, There is nothing like ‘Germans only buy german cars’. It’s all about marketing and let the masses now, that the Model S exists.

Over here the majority of people who want to buy a new car go to a dealer they’ve seen before or buy one of the popular car magazines. These magazines are anti-electric since they get ‘Help’ and free test cars by the big european car makers.
I’ve rarely seen a real test of a Model S that used more than half a page.

So if Tesla would do a TV spot in Europe or invest in sponsorships for soccer teams or whatever they might get some audience!

“Major developments for Germany put on hold”? Yeah, that will help sales. In fact these developments need to be accelerated. More Superchagers, more dealers, better highway performance. It’s a chicken and egg thing and Germany is never conquered without going all in.

Model S is an extremely compelling offering for the performance/quality oriented Germans. At some point they will realise they are missing out by opting for brands that are home grown and familiar but offer relatively antiquated products.

As i said before, no problem for tesla, stick to the plan, biuld the superchargers etc the carbuyers will be curios of the superchargers and start asking question and look at the internet etcetc. the sales is going up.

because i dont think the majority of the germans know of the tesla yet.

opel is not german, opel is GM ALSO american.
10% of the german market is french with renault peugeot citroen and dacia.
THE BIG GERMAN CARS BMW MERCEDES AUDI ETC ARE NOT SOLD TO THE GERMAN CITIZENS BUT TO THE GERMAN COMPANIES.
the german citizen wants a opel or a VW.

Tesla sold 143 Model S in March vs 131 Leaf, 230 i3 and 95 Zoe. Can’t tell the rest because they messed up that file where EVs are listed as a separate column.

http://www.kba.de/cln_031/nn_1402504/SharedDocs/Publikationen/FZ/2014__monatlich/fz11/fz11__2014__03__pdf,templateId=raw,property=publicationFile.pdf/fz11_2014_03_pdf.pdf
Tesla seems to have a low number of buisness sales within the upper class cars, perhaps their lease plans will help there.