Let the flood begin…
The Tesla Model 3 Flood
A record-shattering 29,000 plug-in units were registered last month in the USA, a 90% increase YoY, leading to a best ever PEV Share of 2.2%, with the 2018 count crossing over 151,000 units, and the 2018 PEV share climbing to over 1.5%, a new record.
These results were mostly thanks to Tesla opening the dam on the Model 3 deliveries, that hit a record 14,250 units, the first time ANY plug-in hits a five digit monthly result in this market.
Looking elsewhere, there wasn't much to talk about, with only three position changes in the Top 20, with the Chevy Volt surpassing its all-electric sibling Bolt, that was worryingly down 40% YoY. Are GM's BEV model sales being terminated by the Tesla Model 3?
If so, it isn't the only one, as the Nissan Leaf sales are down 10% YoY, despite a fresh new model, while the BMW i3 sales are down 23%, so there seems to be a Model 3 vacuum cleaner effect on sales of other BEV models on the market, making a sort of sales black hole, where fellow BEVs and midsize ICE cars get sucked into...
Talking of the other changes, the BMW 530e climbed to #10, at the expense of its i3 sibling, while the Mercedes C350e joined the Top 20, in…#20.
Looking at the manufacturers ranking, Tesla (38%, up 3%) keeps gobbling up share (Will it reach 50% this year?), while Chevrolet (12%) hangs on to Second Place, with Toyota (11%) close to the GM brand, while BMW is holding steady in Fourth, with 9% share.
Tesla Model 3 & Others
Tesla Model 3
Looking at the midsize car category, the July record result catapulted the Tesla Model 3 for the YTD leadership, being the first time a plug-in becomes the yearly Best Seller in its overall category.
It was also the third time in a row that the Tesla sedan was the category Best Selling nameplate, which begs the question - "Will anyone be able to beat the Model 3?".
Also important to realize, is the fact that, with the exception of the Audi A4, all other Model 3 competitors are witnessing YoY drops, reinforcing the idea that the Tesla nameplate is stealing sales from the class best sellers.
Another question is if the Model 3 can reach the top places in the mainstream midsize car class, with the exceptional 14,250 deliveries of July, the Tesla midsizer was Fourth last month, behind the Toyota Camry (26,300), Honda Accord (24,900) and Nissan Altima (16,000), and YTD it jumped to #7, and could surpass in the coming months the #5 Kia Optima and #6 Hyundai Sonata.
But to go head to head against the Top 3, the Tesla Model 3 needs the SR version production to be in full swing, so let's wait for next year to see how high the BEV poster-child can go.