Tesla Sales Data & Trends for the European Automotive Market
Tesla started European sales of its Model S sedan in 2013, when it opened a factory in The Netherlands, to assemble the American-made Model S for the European market. Before 2013, the brand had sold the Roadster in low volumes in Europe. The Model S, Model X and since 2019 the Model 3 have taken the all-electric brand to new heights, selling over 100.000 cars in Europe, with the Model 3 as the best selling EV in the continent, ahead of the much cheaper Renault Zoe and Nissan Leaf.
The success of the fully electric Teslas, are still relatively dependent on government incentives on EV’s. With Norway and The Netherlands leading in stimulating green transportation, it makes sense that Tesla sales in Europe took off first in these two countries. In the first years of sales, these two countries have taken over 80% of Model S sales and while the success of the American brand has spread across the continent, the Scandinavian and Dutch markets still lead the charts in absolute figures.
This is a result of generous monetary and non-monetary incentives in Norway, where all-electric cars are exempt from all non-recurring vehicle fees, including purchase taxes, which are extremely high for ordinary cars, and 25% VAT on purchase, together making an electric car purchase price competitive with that of a similarly sized conventional car. Electric vehicles are also exempt from the annual road tax, all public parking fees, and toll payments, as well as being able to use bus lanes. The Model 3 became Norway’s best selling nameplate overall in 2019 with Tesla as the #2 best selling brand behind VW, while the Model 3 also topped the Dutch charts thanks to subsidies on EV company cars, and Tesla was the #3 best selling brand overall behind VW and Opel.
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