Tesla Model S outsells BMW 7 Series and Audi A8 in Western Europe
Tesla’s Model S delivered 10,600 units in Western Europe over the first nine months of 2015, overtaking the BMW 7 Series and Audi A8 in the luxury saloon segment.
Tesla’s Model S has overtaken the BMW 7 Series and Audi A8 in Western Europe’s luxury saloon segment, according to figures compiled by Automotive Industry Data for the first nine months of 2015. The all-electric Model S delivered 10,600 units, putting it ahead of the outgoing BMW 7 Series by 2,650 cars and the soon-to-be-replaced Audi A8 by 4,700 units.
The Model S is now within 800 units of the segment-leading Mercedes-Benz S-Class, a gap that stood at 6,200 units a year earlier. The figures highlight the rapid progress Tesla has made in a segment long dominated by German manufacturers. While the S-Class remains the benchmark in terms of overall sales, Tesla’s gains have come at the expense of its traditional rivals as buyers shift towards electric vehicles.
Where Tesla is gaining ground
Tesla’s strongest European market remains Norway, where government policy heavily favours electric vehicles through tax exemptions and incentives. But the Model S has also found traction elsewhere. Sales exceeded 1,000 units in the Netherlands, Switzerland and Germany, with between 500 and 850 cars delivered in the UK, France, Belgium, Sweden and Denmark. Notably, Switzerland and Germany do not offer direct incentives for electric car buyers, suggesting broader appeal for the Model S beyond subsidy-driven markets.
- Norway: strong incentives drive high uptake
- Netherlands, Switzerland, Germany: over 1,000 units each
- UK, France, Belgium, Sweden, Denmark: 500–850 units each
Impact on established luxury brands
BMW and Audi have both been affected by the Model S’s rise. The BMW 7 Series was in a generation changeover in 2015, which contributed to lower sales, while the Audi A8 was approaching replacement. Even so, Tesla’s performance signals a shift in buyer priorities, with electric drivetrains gaining credibility in a segment previously defined by petrol and diesel flagships.
Mercedes-Benz’s S-Class remains the top seller, but the narrowing gap to the Model S underlines the pressure on established brands to respond to changing demand. Tesla’s progress has also raised expectations for its upcoming Model X SUV, though some sales may come at the expense of the Model S itself.
