While in the U.S. A., Tesla Motors Inc. is well received for its high-powered electric sports cars, in Europe things don’t seem to be working so well in the auto market.
According to data from motor vehicle office KBA, in Germany only 958 of Tesla’s Model S have been sold through August, compared to 5149 of the more expensive Mercedes-Benz S-Class sedan. Moreover, BMW i3 electric car outsold the electric carmaker’s Model S with over 30%.
At the Frankfurt Auto Show where the upcoming Model X sport utility vehicle from Tesla was not present, Porsche announced an electric sports car to be produced within five years. BMW AG also said it will produce more green models, while Audi presented the zero-emission E-tron Quattro concept SUV. Tesla must therefore compete with these German brands in order to consolidate its position in the European market after individual successes solely in the Netherlands and Norway.
Stefan Bratzel, director of the Center of Automotive Management at the University of Applied Sciences in Bergisch Gladbach, Germany, said “It’s not enough to be successful in Norway; you have to be successful in the big markets. If you make it in Germany, you can make it everywhere.”
Ricardo Reyes, Tesla’s spokesman said that “For us to achieve our long-term goal, which is to get people driving electric vehicles, we need the cooperation of traditional carmakers. When you hear companies like Porsche or BMW make very public commitments to this, it’s a vindication of what we’re trying to do.”
At the auto show we’ve covered live for the past two days, Tesla had fewer visitors for the three Model S cars in red, white and blue than the three previously mentioned automakers from Germany.